Sports teams and leagues need to have effective management in order to be successful in marketing their sports . Management needs to develop a marketing strategy that aligns with the team ' s goals and objectives . Management also needs to create a positive fan experience and build great relationships with sponsors . promotions to mention but a few .
SPORTS MARKETING
Sports Marketing In Kenya : The Role of Players / Teams , Fans , Management , And Government
By Richard Wanjohi
As the end of the year draws near , 2023 has been a momentous one for many a sports fan and enthusiast in Kenya . It has brought out both the good , the bad and the ugly aspects of our sports ecosystem . World-record breaking athlete Faith Kipyegon where you at ? To titlewinning teams Malkia Strikers ( Volleyball ) and Shujaa ( Rugby ) to the most recent one of winning the bid to host the biggest national football tournament - African Cup of Nations ( AFCON ) in 2027 , we applaud you ! I do not want to dig into the bad and ugly for this article , we can live to fight another day .
This one we are drawing the parallels and lines for who the main stakeholders in sports are and what their respective role is in the sports ecosystem - more so sports marketing .
A few issues ago we tackled the dearth of sponsorship for which sports has suffered the biggest brunt in the last 3 years . We ’ ve also looked at what incentives the
Government can and should consider offering to entice the private sector back into sport . Well , we can also not forget the fans who grace the fields of play and running tracks and trails . But wait , how can we mention all these without the biggest cog of the wheel ? The player or team ?
Introduction
Sports has evolved into a global phenomenon , transcending boundaries and cultures to become a powerful industry that generates billions of dollars annually . In Kenya , sports has not only provided entertainment and recreation but has also become a significant part of the economy .
Sports marketing remains a slow but emergent industry in Kenya , as the country ' s population becomes more interested in sports and as businesses realize the value of associating with sports brands . It can involve a variety of activities , such as sponsorships , endorsements , events , and
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Sports teams and leagues need to have effective management in order to be successful in marketing their sports . Management needs to develop a marketing strategy that aligns with the team ' s goals and objectives . Management also needs to create a positive fan experience and build great relationships with sponsors . promotions to mention but a few .
Role of Players and Teams
Players and teams play a vital role in sports marketing . They are the public faces and figures of sports brands . They can generate a lot of excitement and interest among fans , remember the Kipchoge Keino Classic where Kenyan sprinter Ferdinand Omanyala has been the star-attraction for the last couple of years ?
Players and teams can market themselves and their brands through a variety of channels , such as social media , public appearances , and media interviews . I throw in the phenomenon that is Lionel Messi . In mid-2023 , he announced leaving the French club Paris-Saint-Germain ( PSG ) for Inter Miami - a franchise in the National Soccer League of the United States . Skeptics felt that he had sold out and would lose his star power for going to a lesser-known league in the Americas .
Within minutes of the announcement , shirts with his number had sold out in Miami and stores across the West Coast . On his debut game and subsequent ones , we have seen sold-out crowds , famous personalities and local fans fill the stadiums . Well , who ’ s laughing now ?
Another way that teams ’ market themselves is by creating a strong brand identity . This includes having a unique logo , team colors , and a catchy slogan . For example , AFC Leopards , one of the oldest football clubs in Kenya , has a logo that features a
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