What dominance in sports means to the bottomline

Kenya has dominated middle and long distance athletics since the 1960 Rome Olympics, and enjoyed unparalleled success in world cross-country and road racing circuits.

This success can benefit the country in many ways as sports can serve as a vibrant engine towards social-economic development and healthier lifestyles.

Investments in sports are on the increase with over 70 per cent of corporate organisations using sports to develop and gain publicity. Indeed, some sporting events such as Mater Heart Run, Lewa and Ndakaini marathons have become synonymous with particular corporate entities.

Sports sponsorship has become lucrative business with enormous increase in marketing expenditures. This is commendable for marketing, image promotion, enhancing community social responsibility and contribute immensely towards inculcation of virtues of environmental conservation, savings and support less fortunate citizens by strengthening social safety nets.

Local marathon events attract athletes, tourists, trainers and the media. These events embrace unique concepts resulting in increased number of participants such as holiday-makers out to enjoy the fun and pleasure.

This creates employment and boosts local business in the transport, food and hospitality industry. Also, many foreign athletes have set their training camps in high-altitude regions in Kenya.

A quick look at areas like Nyahururu, Iten and Eldoret which pay homage to Kenya’s elite athletes paints a positive image of socio-economic progress.

One quickly notices the awakening of an otherwise quiet rural area into an active centre with diverse development projects mostly in hospitality. Resources derived from sports are partly invested to spur rural development. Income and investments from sports can be enhanced by accelerating establishment of sports and talent centres at counties.

This would refocus the youths’ energy and time to meaningful ventures, consequently, complementing other initiatives of fighting crime, HIV, alcoholism and substance abuse. Sports and talent centres would create a platform where elite sportsmen and women would leverage their skills and experience to train young athletes as role models and mentors.

A closer look at other sporting activities reveal high levels of inequality in terms of policies, finances, facilities, management, media coverage, tournaments and research.

Basketball: Kenyans have a high potential to excel in basketball. However, it’s difficult to outline its achievements as the sport remains under-developed despite its popularity in educational institutions and in a few corporates. There is need to invest in facilities and training to nurture talent in and out of schools through to the national league, thereby enhancing its competitiveness.

Boxing: Kenya won accolades after winning Africa’s first Olympic boxing gold medal. Kenyans remember the phenomenal success in boxing (“the Hit Squad”) during the Commonwealth Games with nostalgia. Over time, fortunes in boxing dwindled into oblivion as medals became elusive. Facilities previously used for training and hosting competitions have become prayer halls.

Also, minimal financial support from public and private organizations has negatively impacted on the sport. Boxing is a dangerous and attractive at the same time. Initiatives to revive boxing need to integrate insurance and medical cover for boxers and referees.

Cricket: Kenya has had mixed results in cricket. On one occasion, the country reached semi-finals of the World Cricket Championship while on others the team is eliminated at group stages. There is need to develop cricket through establishment of structures, management, training and regular tournaments.

Cycling: Cycling is a popular, competitive and a recreational activity. It’s experiencing steady growth in membership and racing events. However, it lacks structure, financial and technical support to enhance its growth.

Expansion of sports infrastructure presents opportunities to national and county governments to increase revenue, create employment and improve the quality of life.