SPORTS MARKETING
Is Kenyan Sport Ready For A Revolution Or Evolution ?
By Richard Wanjohi
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Limitations live only in our minds . But if we use our imaginations , our possibilities become limitless .” - Jamie Paolinetti .
Going into the second half of 2022 , Kenyan sports fans can expect a rich serving of sports extravaganza - from the World Athletics championships , Commonwealth Games to the World Cup by year ’ s end . In between , there will be a marathon win here , a rugby win there and many others . In the same period , the country ’ s political leadership will have been decided , and whichever way it goes , the country will have a new dispensation by the end of the year ( legal and electoral petitions permitting ).
60 years since our independence and the sports sector is urgently in need of a renaissance . Show me one sport discipline that is worth talking about without the controversy of mismanagement , lack of funds or missed opportunity in national or international duty .
In the same token , we have had a good number of sporting events , both local and international , which have put Kenya firmly as a regional sports powerhouse . They reflect our multiplicity in sports disciplines in the variety that we have offered - motorsport , rugby , athletics , basketball , volleyball , football and even tennis - congratulations Angella Okutoyi for the historic win at the All England Club , in Wimbledon .
We have seen what performances our sports people can bring to the table with proper investment . Investing in sports is not the one-off sponsorship we have some corporate firms putting whenever we have a sporting event or team we are sending out . It needs to also become a mainstay that investing in sport is not anathema and is restricted to a select number of sports .
Our colonial heritage has meant that some sports disciplines do not have to jump many hoops to secure sponsorship . It has also become noteworthy that some sponsorships are under the whim of the political players of the day . I ’ ll give an example of the Safari Rally , where in the last 2 years we have had enough corporates falling over themselves to be associated with the event . However , if we look at the Kenya National Rally Championship , the list of participants is at an all-time low .
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This year alone , we have seen national sports teams struggling with preparations and having to fundraise to secure participation and monies for logistical support . It is worse when we have disciplines such as rugby and basketball , which have a fairly good following struggling to meet their club ’ s obligations .
Look at golf - There are many tournaments and tours taking place at the many golf clubs across the country . The roll of sponsors is also high and if you include the marquee event , the Kenya Open , the corporates are all fighting for a piece of the action in a crowded space .
The game of the masses , football is below the radar - thanks in part to governance and accountability issues . It had also a high dependence on betting and gambling companies which suffered a major blow with the withdrawal of sponsorship by SportPesa in 2019 . Subsequent sponsorships by the fringe players in the betting space have been a start-stop situation .
Manifestos
Speaking of governance , I had a quick look at the manifestos of the two main coalitions looking to take office in August . A good friend of mine asked me to take these with a pinch of salt after the stadium promises ( or is it fiasco ?) in the last 10 years .
Both manifestos recognize Kenya is a sporting nation , which punches above its weight in some disciplines . They also recognize the unifying factor that sport has , encouraging healthier and meaningful lifestyles . Azimio Kenya identifies Sports Industries and looks at the opportunities that exist , including sports facilities , demand for sports professionals , training and development , policy , legal and regulatory framework .
There were a raft of recommendations proposed to provide a plan for the changes in sports among others ; establishing a Sports Business Council , a national sports research and technology centre , 50 mini sport facilities and also a ‘ Sports Cabinet ’
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