Kenyan athletes and sports organisations have been challenged to present themselves and their events more effectively in order to attract more sponsors.
During Friday's episode of NTV's morning show Fixing the Nation , which focused on sports tourism, panellists agreed that the Kenyan sports sector has yet to fully exploit the potential of sports tourism due to structural and marketing gaps.
The discussion was broadcast live from the Karen Golf and Country Club, where the 2026 Magical Kenya Open Golf Championship is taking place.
The Nation Media Group is the event's official media partner, and the tournament is part of the prestigious DP World Tour.
Kenya's Ferdinand Omanyala (centre) finishes first ahead of South Africa's Akani Simbine (left) and Sri Lanka's Yupun Abeykoon during the Birmingham Commonwealth Games men's 100m final at the Alexander Stadium on August 3, 2022.
Photo credit: File | AFP
Ferdinand Omanyala, the African record holder over 100 metres, advised athletes to maintain a positive image, adding that their conduct off the field could determine whether or not they attract sponsorships.
“It (branding) is always past the finish line…companies right now are looking at what you do outside your field of play,” Omanyala said.
“How do you, for example, interact with the fans after you have crossed that finish line, win or lose? People want to see if you appreciate them, the value of their tickets,” he added.
Drawing on his own experience, he observed that education has helped him to market himself better, enabling him to articulate his thoughts clearly in panel discussions, both locally and abroad, and to engage effectively with sponsors and understand different cultures.
Omanyala has invested in real estate and the money market, and has secured sponsorship deals with global brands such as CFAO Mobility (Toyota) Kenya, Adidas, East Africa Breweries Limited, Visa Card, Aids Healthcare Foundation, Absa Bank Kenya, among others.
“We would like to encourage our sportsmen and women to look beyond the pitch,” observed Kenya Tourism Board (KTB) Chief Executive Officer June Chepkemei.
“What else can you do outside when you are not playing? Can we use you to market the country? Those are the other avenues that can make sports lucrative and we would be able to see them contributing to the economy in a big way,” she added.
Communication and Sports Marketing Consultant Peter Gacheru said sports federations need to package their events in a way that they can be included in tourism products.
“We (federations) need to do a little bit more as sports organizers to position ourselves as properties that the tourism sector can actually benefit from,” he said.
Two-time Olympic marathon champion Eliud Kipchoge. He will wear a custom Nike Radical AirFlow top and new Nike "Dev 16141" shoes on his debut at the New York City Marathon.
Photo credit: Jared Nyataya | Nation Media Group
Locally, marathon legend Eliud Kipchoge is among the few athletes who have become major brands, attracting several sponsors. KTB and the Ministry of Tourism have made him a marketing ambassador for Kenya’s tourism destinations.
National Olympic Committee of Kenya’s vice president, Barnaba Korir, said there was a need to change how Kenyans view sports and to make it beneficial to young people. He said statistics from Athletic Kenya show that Kenyan athletes bring at least Sh11 billion annually in prize money from races abroad.
The panel discussion was held on the sidelines of the 2026 Magical Kenya Open Golf Championship at Karen Country Club in Nairobi.
The Nation Media Group (NMG) has partnered with the Kenya Open Golf Limited in the 2026 Magical Kenya Open Golf Championship that enters the final round on Sunday at Karen Country Club in Nairobi.
Speaking during the signing of the partnership agreement at Nation Centre in Nairobi on February 13, Nation Media Group Managing Director and CEO Geoffrey Odundo said the company would play its leading role in the development of golf in the country, and in particular, the Magical Kenya Open Golf Championship.
