Professionalism and commercialization of sports is a reality that has to sink with our sports bodies and properties . Gone are the days of running a sports organization as a duka - proper structures of finance , marketing , communications , business development , legal and people management need to be put in place .
leopard and the team ' s colors are blue and white . The team ' s slogan is " Ingwe " which means " Leopard " in Luhya - a local dialect and community from Western Kenya . This strong brand identity helps to create a sense of loyalty among fans and makes it easier for them to identify with the team .
Other ways players or teams can engage their publics is through appearance at public events . Remember Muhammad Ali at the opening of the 1996 Atlanta Olympic Games ? Or Nelson Mandela ’ s last major public appearance at the 2010 World Cup in South Africa ?
Players and teams can sign endorsement deals with businesses to promote their products and services - an area which has not been well exploited by Kenyan sports personalities and teams due to lack of commercial sense and accountability concerns .
Kenyan athletes serve as role models , inspiring young talent to pursue sports careers . This not only contributes to the development of sports but also strengthens the overall sports marketing ecosystem . Where will the next Michael Olunga , Ferdinand Omanyala , Angella Okutoyi come from ?
Fan Engagement
No sport can survive without the fans - remember the empty stadia and gymnasiums during the Covid-19 pandemic ? Fans are the lifeblood of sports , period ! They are important stakeholders in sports marketing . They buy the tickets to the games , watch games on TV , and buy merchandise from their favorite teams . Fans can help to market sports brands by wordof-mouth , social media , and other channels . Revenues from most sports franchises stem from the sources identified in the media , merchandising and ticketing . Recently we saw the local football club AFC Leopards integrate an e-ticketing system to curb on gate collection and fraud from the match-day collections .
Thanks to the myriad social media platforms , we now have fans , through their social media presence , who contribute to the viral promotion of sports events . Creating fan-generated content and encouraging fan discussions can amplify the reach of sports marketing campaigns .
Long gone are the days of waiting for the mainstream media to report a game .
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Professionalism and commercialization of sports is a reality that has to sink with our sports bodies and properties . Gone are the days of running a sports organization as a duka - proper structures of finance , marketing , communications , business development , legal and people management need to be put in place .
If you need to know the highlights or what ’ s happening , log in to your favorite X ( formerly Twitter ) account , Facebook ( or is it Meta ?) or Instagram ? We also have Tik- Tok whose growth has been phenomenal and a boon to sports .
We all know of # KOT ? Kenyans on Twitter for the uninitiated . Kenyan sports fans too , are very active on social media . They use social media to talk about their favorite teams and players , share their excitement about upcoming games , and promote their teams ' brands . The weekend banter is always something to look forward to .
Role of Management : Federations and Government
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 . We have successful case studies such as the English Premier League which is still the biggest club football attraction across the world .
Formula 1 in motor racing is another sport under study which was able to attract a younger demographic and grow its fan base into the hundreds of thousands in recent times . The owners of the sport have also managed to push content through different platforms and enjoy cultic followership , fan clubs and engagement .
Sports federations and associations play a key role in the organization and promotion of sports events . They work closely with sponsors and media partners to create compelling narratives around tournaments and competitions . I cannot underscore this more importantly especially for the Kenyan football case . We have lost a lot of ground due to mismanagement , suspension and lack of goodwill to the sport .
While the country may have won the rights ’ to host the Africa Cup of Nations in four years , a lot of work needs to be done to regain the confidence of local fans of the game . A lot more education needs to be passed to the clubs on the need to separate the management and oversight roles of each of the club ’ s officials .
Managing sponsorships is a crucial aspect of sports business . Effective negotiation , contract management , and sponsor activation are essential skills that ensure sponsors receive value for their investments .
Government or Governs ’ meant ?
The government can also play a role in supporting sports . The government ought to provide financial assistance to sports teams and leagues , help to develop sports infrastructure , and promote sports tourism . We have seen engaging conversations in such areas including the Safari Rally . As late as this year , we have proposals to move the annual WRC event from Naivasha and the Rift Valley to Nanyuki - at the slopes of Mt . Kenya .
The government can invest in building new stadiums , training facilities , and other sports infrastructure - we have seen the kerfuffle this has raised with the recent bid of hosting the football tournament in nontraditional cities .
Government policies can either facilitate or hinder the growth of sports . Favorable tax regimes , intellectual property protection , and regulations that promote
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