fair competition are vital for the industry ' s growth . We have seen this recur in recent years where athletes have complained of double taxation of their winnings and prizes .
Kenya has also not incentivized sports entrepreneurs who would be looking to invest and grow sports . I am constantly sitting and conversing with individuals and organizations who are willing to invest in the sports industry but the regulations , restrictions and constant accountability concerns keep many away with some opting for more favorable markets .
The GOAT - Eliud Kipchoge ' s INEOS 1:59 Challenge
Let ’ s focus on the INEOS 1 hour 59 minutes Challenge : Kenyan marathoner , Eliud Kipchoge was attempting to break the 2-hour mark in running the 42 km marathon race . Having attempted it on a track in Monza , Italy in 2017 , his management team and sponsor INEOS went back to the drawing board and developed this blueprint to the dot . Let ’ s break it down ;
Player / Team Role : Eliud Kipchoge as the main celebrant played a central role in this historic event . His commitment to breaking the two-hour marathon barrier captured global attention , showcasing his personal brand as well as Kenya ' s excellence in longdistance running .
Fans ' Role : Fans from around the world followed Kipchoge ' s journey and showed their support through social media campaigns like # INEOS159 . Their enthusiasm contributed to the event ' s massive viewership - from the Nandi Hills to the Andes Mountain in South America , the whole world held its breath on this day , on 12th October 2019 .
Management / Government Role : The Kenyan government and various sports organizations provided logistical and financial support to ensure the event ' s success . The country ' s investment in athletes like Kipchoge reflects its commitment to promoting sports . We do remember the Kenyan delegation and his family were flown in to offer moral and mental support to his effort .
Sponsors ’ Role : INEOS the race sponsors , invested millions to ensure the race took place . Starting way back in 2016 , when Nike developed the Breaking2 event for male marathoners , it led to the dedicated team of sports scientists , analysts and trainers to develop Eliud Kipchoge ’ s run into a mustwatch historic run . Nike won the rights to kit the runner along with his pacemakers for the race . In Kenya , we had Safaricom - the regional telcomms company who also sponsored Kipchoge , offering free data bundles for mobile subscribers for the 2 or so hours to watch the race live on their mobile devices .
Opportunities
Despite the many challenges , there are also a number of opportunities for sports marketing in Kenya . The country has a large and growing population with a passion for sports . There is also a budding number of businesses that are interested in sponsoring sports teams and events .
For the three - player , fan and management working in tandem , what opportunities can they harness across the board ?
• Developing sports at the grassroots level is a shared responsibility of both government and sports organizations . Taking us back to the AFCON 2027 bid , we have seen the concerns some of the counties have raised regarding the proposed stadia to host the matches . If due consideration is made and the national government is able to factor this in , we can see the revival and development of robust local and regional leagues .
• Identifying and nurturing talent from a young age ensures a continuous supply of athletes to fuel sports efforts . This is imperative both from a player and athlete perspective but also from a management and leadership one . We have seen sports officials occupy offices for more than two 5-year terms with no meaningful progress or growth in their sports discipline .
• Leveraging digital platforms and technology can expand the reach of sports business and marketing efforts , attracting both local and international audiences . We have a vibrant entertainment and media ecosystem which can be incentivized to develop and air local sports content .
• Expanding Sponsorship Deals - Kenyan sports organizations can explore a wider range of sponsorship opportunities beyond traditional industries , including technology , fashion , and healthcare . This will be done in tandem with corporate organizations which have the business acumen and resources entrusting competent and accountable sports property managers to run and manage them respectively .
• Hosting international events and tournaments can boost Kenya ' s profile in the global sports community and provide ample marketing opportunities . Of course , these events need to be vetted for their commercial and economic viability . Consideration of sustainability and legacy issues post-event remains integral .
• Political interference can disrupt sports organizations and marketing initiatives . Maintaining autonomy and transparency is crucial to ensure the industry ' s integrity . Every party has an interest in the world of sport in ensuring they have what it takes to earn their keep .
• 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 . These can be procured through training of sports personnel at local or regional institutions on business astuteness and managing their lot .
Sports in Kenya is poised for growth , driven by the passion of athletes , the dedication of fans , and the support of management and government . The success of sports business and marketing initiatives will not only contribute to the economy but also foster a sense of national pride and unity .
As Kenya continues to make its mark on the global sports stage , it is imperative that all stakeholders work together to overcome challenges and seize opportunities . By doing so , Kenya can continue to produce worldclass athletes , inspire future generations , and create a thriving sports industry that benefits everyone involved .
Richard Wanjohi is a sports enthusiast sitting at the nexus of research and innovation . You can commune with him via email : RWanjohi @ gmail . com , or follow his tweets / X @ rwanjohi .