Athletics events lure sponsors

Joseph Ngure

Despite the global economic meltdown, sporting activities in the expansive Rift Valley Province continue to attract sponsorship from the corporate world and individuals.

Apart from unearthing untapped talent, sporting activities play a crucial role in pacifying the region that experienced the worst during last year’s post-election violence.

From financial institutions, private firms and Government agencies, sponsorship deals are made for a road-race, cross-country or a track event.

With the main themes being ‘Sports for Peace’ and ‘Talent Discovery’, retired and active athletes have been at the forefront in organising races in various parts of the province.

"Many youth are now engaged in sporting activities. We need to continue as there are many idle young people," said Martin Keino, son of sports icon Kipchoge Keino.

But the economic blues have not speared the sporting industry, as a major community road race, normally held in the Kerio Valley, will not be held this year.

This is as a result of closure of Kenya Fluorspar Company, a mining firm that has, for four years, been sponsoring a 10km road race in the area.

World market

Nico Spangenberg, the company’s managing director, said the shrinking world market had impacted negatively on the firm, resulting in 72 per cent drop in production.

However, majority of sponsors continue to budget for athletics activities as a way of giving back to the community. "We feel part of the local community, hence identify ourselves with activities boosting the locals. Our athletes have done a lot for this region," observed Titus Muya, Family Bank Executive Chairman.

Although the post-election skirmishes did affect sporting activities, with cancellation of three major races (Shoe4 Africa in Iten, Discovery Kenya in Eldoret and the sixth Kenya Commercial Bank cross-country), more events have come up.

1,000 athletes

Early this month, Eldoret town hosted the Family Bank Half Marathon that attracted more than 1,000 athletes.

Participants were drawn from Nandi, Marakwet, Trans-Nzoia, Keiyo, Koibatek and Nakuru districts; and plans are under way to elevate it to a full marathon in two years, according Muya.

The latest move by Athletics Kenya chairman, Isaiah Kiplagat, to have an annual cross-country event in his Ndalat home area has boosted the sport.

Whereas Family Bank pumped in more than Sh600,000, Safaricom, Kenya Seed Company, National Bank of Kenya, Coca Cola and Kiplagat sponsored the Ndalat race.

"The cross-country event is primarily to identify talent in schools and we hope teachers will be using it to expose young runners in primary and secondary schools," said Kiplagat.

Although it was held for the first time in a remote rural setting (Ndalat Gaa Girls Secondary School), about 22km west of Eldoret town, the event attracted a quality field.

It was a cross-country of its kind where children as young as seven years competed among themselves with an additional category for elders above 50 years.

A similar event, sponsored by Nike and Rossa Associates, has been taking place every year at the end of January for the past 16 years after two times Boston Marathon champion, Moses Tanui, started it in 1993.

The Ndalat event jump-started the cross-country season as a build-up for the coming international competitions.

It also kick-started the International Association of Athletics Federations Kids Programme to be held at regional and global levels.

Apart from Ndalat cross-country, the region boasts of the Kenya Seed Chepkoilel Campus cross-country, a 15km road race and Wareng Tuskys cross-country, all coming up soon.

The huge turn out witnessed during these events explains the popularity of the sport in the region and abundant talent emerging at every meet.

 

 

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