In Summary
  • Kenya prides itself in having produced some of the world beaters across the globe.

  • Currently, our sporting scene is enjoying unprecedented support from corporate companies, as corporates try to connect with sports fans at their points of passion.

Sponsorships have become an integral component of organization’s marketing strategy.

This is because sponsorship creates the potential to reach beyond short-term sales to build a brand’s identity.

Research has shown that brand strength contributes 60 to 80 percent of overall sales, making this benefit critical for sustained, long-term sales growth. An analysis of various brand attributes that each sponsorship property supports will be able to make brand marketers determine which sponsorships are reinforcing a common brand theme.

Kenya prides itself in having produced some of the world beaters across the globe.

This has been as a result of joint efforts between various players that include government agencies and the corporate world. From football, basketball, volley ball, swimming, hockey, chess, rugby, boxing, athletics and taekwondo among others, we have seen increased interest in developing these disciplines across the country.

SUPPORT

Currently, our sporting scene is enjoying unprecedented support from corporate companies, as corporates try to connect with sports fans at their points of passion.

As stakeholders in the sports industry, it has always been our desire to see more corporates come forward to support various sports across the country as we seek to nurture young talent as well as develop the sporting facilities situated in various parts of the country.

As a sports stakeholder, I feel delighted seeing such efforts being rewarded. In the recent past, we have seen brands like Equity Bank, KCB, SportPesa, Barclays Bank, Kenya Ports Authority, Co-operative Bank amongst others sponsoring teams in top flight leagues with the respective teams emerging as power houses in various league categories.

Equity women’s basketball

Equity women’s basketball coach David Maina (centre) with team players celebrate winning the 2017 Kenya Basketball Federation Women’s Premier League title after beating KPA in their five-game Finals Play-offs Game on February 13 at Nyayo Stadium. PHOTO | FILE | NATION MEDIA GROUP

The teams have also been able to represent Kenya in regional tournaments which has in turn greatly contributed to raising the profiles of both the sponsors and the players simultaneously.

One team that deserves special mention is the Equity Basketball team, “Equity Hawks” who have proved that they are a true definition of what resilience is.

Page 1 of 2