Can I get started with cricket? Or is it
boxing? Basketball anyone?
Mentioning the socio-economic and
political scene, we have seen what this has
done to local and multinationals operating
in the country. Save for the betting
companies (and even these maybe feeling
the pinch), we are likely to see slashes in
marketing spend in sponsorships in the
coming year.
How many sports federations maintain databas-
es of their players, sponsors and target audience
(fans)? What engagement is driven on a regu-
lar basis – beyond the fundraising and begging
bowl? Which was the last sports federation to
take its young discerning fans on a tour of its fa-
cilities and entice them to support their sport or
clubs?
We have the world’s biggest single sports
extravaganza coming up in just under
8 months, it will be interesting how
the local scene will play out in terms of objectives it sets. We have seen this with
sponsorships, media spend and viewership. a number of the betting companies which
have become household names at just
It’s not all glam and gloom though, social under 3 years in the country.
media platforms have changed the way
sports is viewed and consumed. Brands
which have gotten it right in connecting What of sports federations?
in a positive and meaningful way, have
broken the conventional media and The now-rosy and then-frosty relations
with sponsors has seen declining numbers
advertising.
in sponsorships in the last 12 months.
Clarity in attracting fans, briefs and Have the federations proved any relevance
understanding of the proposition makes or brand promise to enhance their lots and
it work and the brand to achieve the those of their sponsors? What propositions
have they offered the media and fans alike?
I have mentioned this before – how
many sports federations know how much
their sports properties cost? Does the
FKF know how much the KPL Premier
League is worth? What of the Motorsports
Federation of the Safari Rally?
What investment have each of the sports
federations made on the digital space?
How many own their content, generate
or curate relevant content relating to their
sport? The investment on digital media is
Once
upon
a
Dream…
In
the
ancient
lands
of
Deighton
Downs,
at
a
9me
of
great
hardship,
adventure,
and
loneliness,
a
young
African
found
himself
at
the
foothills
of
the
Aberdare
Ranges
overlooking
the
Laikipia
plains.
As
he
grew
up
there,
enveloped
in
a
harsh
wilderness,
unto
him
came
an
immortal
dream.
That
dream
now
stands
as
The
Tafaria
Castle,
EST D
2012AD
Come
share
our
story..
You
are
invited
92 MAL21/17 ISSUE