George Kimutai Ruto has been building something, and it does not look much like what people expect from a first family.
The licensed pilot and youngest son of President William Ruto has spent recent years positioning himself inside the spaces where young Kenyans already spend their time: matatu stages, football pitches, school compounds and coastal mangroves.
Each venture follows a similar logic. He identifies something young people care about, puts money behind it and then shows up himself.
George Ruto’s matatu investments
His investment in nganya culture runs through the Raptor Family fleet and, more recently, 98 Logistics.
Named units including Mood, Money Fest, Matrix and Baba Yaga are built as rolling spectacles, complete with graffiti wraps, LED lighting and, in Mood’s case, what has been described as one of Kenya’s first matatus fitted with solar panels.
Some custom builds have been valued at up to KSh 14 million.
In September 2026, George expanded the venture under 98 Logistics in a rollout estimated at KSh 42 million.
Pastors blessed the new buses before they left the garage, and crews in matching kits drove them into the Nairobi CBD. The footage spread quickly on TikTok and Instagram, doing exactly what nganya content tends to do.
A SACCO employee who spoke to TUKO.co.ke captured the mood on the ground.
“We are appreciative of the work that we are now doing. The company is doing well. If you are looking for work, you can find it here. Here, we live as a family. This is not about politics. Youth for youth, we are helping each other out,” Mike Sagini said.
George Ruto’s sports influence
On the sports side, George runs 82 Sports, a platform combining kits, content, academy work and tournaments.
The 82 Ultimate Cup distributed real prize money to grassroots sides, with Leads United taking home KSh 1 million, runners-up Tusker Youth receiving KSh 500,000 and Toronto United collecting KSh 200,000 for third place.
MVP Jasper Omwanda earned an all-expenses-paid trip to Real Madrid’s Santiago Bernabéu stadium.
“George’s investment in local football is opening doors for young players. Grassroots talent is finally being seen.
This is very motivating, especially because you could see that after the CHAN 2024, Kenyan players have been getting the recognition they deserve. A project like this only means that more players will be seen and scouted,” tournament participant Justus Mwangi told TUKO.co.ke.
In May 2026, 82 Sports picked up an Africa Golden Awards honour as a top NGO for supporting grassroots talent.
His tournament, the 82 Ultimate Cup, announced a 10-stop national tour, from Starehe through Kibra, Mathare, Mombasa and on to Kisumu.
Tournaments do for him what the nganyas do on the road: they gather a crowd and give him visibility.
