Sporting a country into a tourism hub

By Omulo Okoth

To most Kenyans, Argentina is better known for its sporting heroes. The exploits by its football, basketball, motor racing, tennis and rugby teams is legendary.

The Argentineans have won the Fifa World Cup twice: in 1978 against The Netherlands and in 1986 against West Germany.

In football, the names of Diego Armando Maradona and Lionel Messi stand out. In tennis, Gabriela Sabatini won several Grand Slam tournaments and reached world number two. Currently, David Nalbandian, who won Tennis Masters Cup in 2005, and Juan Martin del Potro, who won 2009 US Open, is sending shock waves in elite tennis circles.

Their rugby team, popularly known as Pumas, who finished third in 2007 Rugby World Cup in France, have been considering joining Tri Nations, Super 14 and lately the Six Nations. The basketball, team, led by NBA star Emanuel Ginobili of San Antonio Spurs, won 2004 Olympic Games gold medal.

It is this dominance of global sports, which extends to boxing and volleyball, that has set some Argentines’ minds spinning with ideas to market their country.

33-year-old Justo Casal, a trained journalist, aims to use sports to market his country. Call it sports tourism, but Casal says Kenya’s great athletes and wildlife has spurred discerning Argentines to use it as an entry point to Africa.

He started with the three polo players who took part in the recent Kenya Open International Polo Tournament. Polo is a very popular sport in Argentina.

It will be recalled that Argentina won their first Olympic gold medal in 1924. Adolfo Cambiaso Jr, Gonzalo Pieres Jr, his brother Facundo, the Novillo Astrada brothers, the Heguy’s, Tommy Iriarte are among the best polo players in the world.

Rich man’s sport

The three most important polo tournaments in the world, The Argentine Open, The Hurlingham Open and the Tortgas Open are held in Argentina. In Kenya, although still very much a rich-man’s sport, polo is gaining popularity and spreading to middle and lower middle classes.

Casal brought the Schweitzer brothers, Santiago (6) and Fernando (4) and Francisco Ortiz Massey (5) to take part in the recent Kenya Open, alongside professionals from South Africa, Brad McGibbon (5) and the sensational Sbu Duma (3).

"A good way of creating awareness on the possibilities in Kenya is through tourism and sports. When I mentioned to the three polo players about the chances to come to play in Kenya, they were not totally convinced that Kenya has the security and infrastructure to host such a tournament. All they were worried about was diseases such as malaria and yellow fever and if they would scorch under the African sun," Casal told The Financial Journal.

"The Kenya Polo Association paid for their international tickets, accommodation and a luxury safari at Governors Camp as part of the tour. Two of the players came with their wives after I convinced them to come and making sure they would just leave Kenya with a different perception and the possibilities of investing in the region," he said.

"Besides, Messi and Maradona, Argentina is well known for her excellent meat, wines, but there are other areas and sports where we can fit the Kenyan market," he said.

"Since the minute they (polo players) arrived at Jomo Kenyatta International Airport and were welcomed in style by Kenyans, they have been enjoying every second of their stay in Nairobi. The local people have been extremely kind and helpful to all of us.

"One of the activities I am doing now in Argentina is to go to different institutions to give talks about the opportunities that Kenya and the region have and the similarities of the markets. On September 14, I was invited, with two other persons, by the Standard Bank Foundation in Buenos Aires to share with about 120 entrepreneurs my experience in East Africa, particularly the opportunities in the market and cultural aspects when negotiating with Africans," said Casal.