SPORTS MARKETING
The platform that the Games offer do give an opportunity to the sports people to be able to engage in different forms of branding . It may not be lost to observers that some of the greatest athletes to ever have graced the Earth have emerged or participated in the Olympic Games - boxer Muhammad Ali ( before known as Cassius Clay ); gymnast Nadia Comăneci , sprinter Carl Lewis , basketballer Michael Jordan , swimmer Michael Phelps and more recently Usain Bolt .
These sports personalities struck gold in their respective sports but beyond their disciplines , they were able to cultivate personal brands and attract endorsements and prize money . They transcended their narrow-focus of their sport to appeal to a global audience and more lucratively to corporate brands .
In participating at the Olympic Games initially meant for amateur athletes , the platform has become a window into what sports can be for all and sundry . From the heart-break of a loss , to the joy and tears of a surprising win ; there is something for everyone .
It is against this backdrop that more corporate brands locally and across the continent need to become more deliberate when engaging our sports personalities in their brand campaigns . The easy way out is to pick a perennial winner and stick their image into the billboards with text associating their winning ways to the brand ’ s communication .
Dig deeper and you may be surprised that there was no data or analytics supporting this . This is important to brand custodians to put forth their best foot and skills in identifying and building more sports brands in our individual and team sports .
Kenya is among the few countries that has a wide range of sports disciplines to choose from where our sports people perform either at continental or global level . Our rugby 7s team is a crowd favorite in the IRB 7s circuit and easily one of the more recognizable teams with the red or green jerseys and white shorts proudly displaying our national flag colors .
Our volleyball ladies team has been a continental quagmire to many a North African team - be it Algeria or Egypt . While they may have had challenges in the past , they have time
“ Sports sponsorship is an investment like any other business and there is a need for sponsors to put structures that will measure return-oninvestment . It may be tangible in monies or revenues accrued , it may also be in terms of visibility , brand recognition and improving the overall value of the brand or sponsoring company ”
and again come back to participate at the Olympic Games - no mean achievement being the single or one of two teams representing Africa in the Games .
So why wouldn ’ t a local brand identify with the teams or a few individuals from the team ? It ’ s true they may have not won any medals ( yet ) but their effort for qualifying and playing at that stage should not go unrecognized . It would go a long way in inspiring future generations of the different sports in playing and supporting the games .
It would also mean that the corporate support or sponsorship is ploughed back by the sports association into growing the local infrastructure of the sports be it in courts , equipment or regular tournaments .
It is no mean feat to engage in sport more so in this part of the world where our sports bodies still have a lot to do in professionalizing and becoming more accountable in the way they run their affairs . Another challenge might be the limited control the brands may have in managing the sponsored properties or athletes .
Boldness in Sponsorships
In the last few years , a number of sports personalities have become bold in making their rights known . We have seen and continue seeing players in the European leagues take a knee to protest racism and discrimination which remains prevalent in the world . This year alone , top stars like Naomi Osaka and Simona Biles boycotted their sports activities to take care of their mental health . A few brands stood by their actions while disquiet was heard about the mental toughness of such players .
Sports sponsorship is an investment like any other business and there is a need for sponsors to put structures that will measure the return-oninvestment ( ROI ). It may be tangible in monies or revenues accrued , it may also be in terms of visibility , brand recognition and improving the overall value of the brand or sponsoring company .
In the next few months more sporting activities are coming back from the self-imposed breaks due to the pandemic . Economies are opening up for more outdoor and sporting events .
For example in football , we have the final qualifying games for the World Cup 2022 to be held in Qatar . The countries who have prepared well will have a psychological advantage over their peers . It is also important to take note of the new and emerging players , the evergreen old guards who still have the zeal and energy to perform at the highest level .
Football and the World Cup remains one of the biggest sporting events which major brands are dying to be associated with . It also has some of the more lucrative and advanced sponsorship packages for any sport . Being held for the first time in the Middle East and also in a different time of the year will either mean great ideas or missed opportunities for associated brands .
Corporates and other brand owners who will have done their due diligence will identify the right teams or players who will be able to push the brand communication a notch higher . It will also serve them well to entrust their resources to performers at that level who will make them stand out . Can there be more sports people who will win too ? Can our local brands learn a thing or two too ? ■
Richard Wanjohi is a marketer with various portfolios including Executive Education , Market Research and Sports Marketing . Reach him on :
rwanjohi @ gmail . com or follow his tweets on
@ rwanjohi
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