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Money & Sports-the perfect bromance

Analysts believe money is a huge motivator and therefore drives persistence and hard work from athletes.

The influence of money is never overstated because it makes or breaks a team, championship or history in respect to Sports. In Kenya, the difference between a good team or a championship side and a pusher boils down to money. Corporate teams and organizations tend to shine more because they get the best talent. To this extent, dominance in certain leagues in sports likes football, volleyball or rugby is driven by finances.

Marketers and Corporates always scout for the big deals with prospects that have history and ambition. Some companies go ahead and either acquire or own these clubs as part of their Corporate Social Responsibility (CSR).

In Kenya, the likes of Kenya Commercial Bank Rugby Football Club, Tusker FC, Kenya Pipeline Volleyball Club or Equity Dumas Basketball Team have one thing in common; stability. For any organization to enjoy long-term success, it is important to have s firm base. These teams over the years have been shining in their respective leagues and because primarily they have shrewd financial backing which then keeps Athletes hungry.

According to Willis Ojwang (PR & Advertising Manager) of top betting firm SportPesa, partnerships work for both parties and that it makes sense if one picks the right deal. “Success of a club is measured by its brand affinity and who it relates to and the ambition it holds. At the same time relationships built on shared values. Corporates use shirts as visibility platforms and therefore there is a win-win situation. As a company, you want to associate with success and for most of the part relationship should not only be pegged on results but also a vision for the long-term,” he says.

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Ojwang whose Organization currently sponsors Gor Mahia FC and Kenya Shujaa (7s team) also adds that social responsibility is a key takeaway in most partnerships. “We can use our brands as a window to the community through certain programs. Today it is not entirely a service sector approach but also a product window. If you look at the Banking, Telecoms or Consumables sector you notice there is now focus on Corporate Social Responsibility. Nowadays investors and even consumers are cautious where their money goes into.”

Ojwang points that Return on Investment (ROI) for any Company investing in sports is not exactly clear-cut. However, the impact of a visual sale is nothing to be taken for granted.. “For sure, this is not exactly a sector that can make you returns as desirable but you look at the bigger picture as an investor. We therefore try to create a relationship with consumers and the brand through advertising on the jerseys, banners or ticketing. Anything that a viewer can get in touch with makes sense so that our image is out there and in the minds of our customers. To this extent, a club with a following makes sense because we have many interactions, inquiries and even buy-in at the end of the day.”

Today, a lot of Companies sponsor golf events because of its high-end clientele but also other companies go to the lower pyramid of investing in a grassroots football Championship. Each of the two is onto target marketing. Brand Strategist Louise Nyanchwa believes the idea that Companies step out of their traditional comfort zone to invest in a somewhat unstructured industry like Sports is testament to a growing influence of the sector.

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“Money in sport is mostly to support logistics but also develop talents and we all know the sport sector is one growing enormously. The idea is to fully commercialize and push for interest. For those with added advantage of being in key points and in front of television cameras, then it means they win more and ultimately the sport owners earn more,” she says.

“Most Corporates want to associate with sports through sales, brand consideration or market share. This gives them a window to  exploit fully on their objectives of cashing in. Of course, at the end of the day, any sponsor wants his brand ambassador or tournament to be a success so that people speak about it and ultimately directly or indirectly there is buy-in.”

 

 

 

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