FORGET RENEWAL OF VOWS: Kenya Airways ends six-year sponsorship deal with KRU

[PHOTO: COURTESY]

Kenya Airways will not renew its Kenya Sevens sponsorship deal with the Kenya Rugby Union (KRU) when its existing contract expires at the end of the month.

Despite not extending the deal, Kenya Airways, who have been the team’s title sponsors since 2010 and have spent over Sh900 million in cash and kind on the Singapore Sevens champions, will continue supporting the sport through selected initiatives.

The exit of Kenya Airways paves the way for local sports betting firm SportPesa to take over as the national Sevens team’s official shirt sponsors for the next three years.

This comes barely four months after the betting firm announced a five-year sponsorship deal worth Sh607 million with KRU.

“SportPesa will now be the official Kenya Sevens shirt sponsors for the next three years. The team will wear a SportPesa branded jersey beginning with the Dubai Sevens,” KRU chairman Richard Omwela said.

Kenya Airways Managing Director and Chief Executive Officer, Mbuvi Ngunze, was quick to hail their ending partnership with KRU, saying it was successful as both parties had achieved their objectives.

“We are proud of how far the sport has come, with global interest in the team’s participation in Sevens series, where they improved the sport tremendously. Kenya Airways remains committed to supporting sports in Africa,” said Ngunze.

His sentiments were echoed by Omwela, who thanked the outgoing sponsors for playing a big role in the growth and development of the fastest-rising game in the country.

“We appreciate the constant support Kenya Airways has accorded the union and the team over the years we have worked together. We have seen Kenya Sevens grow from strength to strength. Through the years, we have seen young players such as Biko Adema and Billy Odhiambo rise to the top of their game,” said Omwela.

“Our boys' efforts in the World Rugby Sevens series over the years have continued to position the airline and our country very strategically in the world as well as increase awareness and interest among fans.”

The Kenya Sevens team is currently in Namibia for one week of training ahead of the invitational Safland Sevens tournament over the weekend in the coastal city of Swakopmund.

This will be part of the team’s preparations ahead of the Dubai Sevens, the first leg of the series, scheduled for December 2-3.