Why Nzoia Sugar can afford to smile again

Nzoia Sugar before taking on AFC Leopards during FkF Premier league at the Nyayo National stadium on Sunday, March 3rd, 2024. [Jonah Onyango, Standard] Naturally, sugar is sweet. Sweet as football, the sport that is addictive and most followed in Kenya, if not globally. Whether in the remote villages or in the big cities, you will not miss a group of people either playing or watching football. For many years, the love of football has been thriving in the vast Western region because of sugar. A region predominantly known to produce tonnes of sugar, many clubs were formed because of the sugar companies, ranging from Chemelil Sugar Company, Muhoroni Sugar Company, Mumias Sugar Company, Nzoia Sugar Company, and Sony Sugar Company. These companies bore some of the best football clubs back then, including Sony Sugar FC, Mumias Sugar FC, Muhoroni Youth FC, Chemelil Sugar FC, Muhoroni Sugar FC and Nzoia Sugar FC. In fact, Sony Sugar FC went on to win the Kenyan Premier League in 2006. The majority of footballers came from these clubs, going all the way to play for Harambee Stars, the national football team. The latest product of the team is Emmanuel Osoro (Nzoia Sugar last season), who recently scored for Kenya in a 2-1 win over Chad, Benni McCarthy's first win as Harambee Stars coach. Osoro currently plays for FC Talanta However, the past two decades have seen the fall of these clubs, with some ceasing to exist completely. Financial constraints brought about by poor management, lack of sponsorship, inadequate TV rights and the dwindling commercial revenue made life hard for footballers in Kenya. Furthermore, tough economic times in the country saw majority of these companies close down, a move that also saw the collapse of these clubs, which primarily depended on the sugar factories. From Mumias to Chemelil, Muhoroni to Sony Sugar, and, of late, Nzoia Sugar, these clubs fell out one by one. Last season, the only major remaining sugar-belt team, Nzoia Sugar, was relegated to the second-tier National Super League (NSL) after financial constraints saw the club register poor results. The struggling Nzoia Sugar Company last year announced it will no longer support the team, leaving the club staring at extinction. Currently managed by chairman Evans Kadenge, who is struggling to keep them afloat in NSL, where they are 13th with 39 points after 11 wins, nine draws, and 14 defeats, Nzoia Sugar is back with a bang. This is after the club was handed a lifeline after being taken over by West Kenya Sugar Company. The deal has breathed a new lease of life and promises a fresh start for the club under new management that is known for investing colossal amounts of money in Kenya's sports scenes. West Sugar currently sponsors five-time Kenya Cup champions Kabras Sugar, the best rugby 15s team in the country for the past five years. It has also invested heavily in motorsport and safari rally. "We are delighted to oversee the transition of Nzoia Sugar FC into Nzoia Sugar (2025). Just as we are working to revive the factory's machines, we are equally committed to reviving this club which enjoys massive community support," said Head of External Affairs and Communications George Muruli. He further noted that the successful model used at Kabras Sugar will be replicated at Nzoia Sugar FC. Kabras Sugar RFC recently won their fifth Enterprise Cup. "We plan to scout talent from schools, support their education, and nurture them as footballers while ensuring they live meaningful lives during and after their sports careers," said Muruli. "Just as we support farmers to grow sugarcane, our principle in sports is the same, to identify, nurture, and develop talent, and later provide employment opportunities for retiring sports personalities in our factories. That is how we make sports both sustainable and attractive," he added. The club was forced to forfeit seven matches this season due to financial constraints. Nzoia Sugar FC chairman Evans Kadenge described the new deal as a blessing not only to the players and coaching staff but also to the community. "The days of suffering are behind us. We are now in our promised land. We understand the expectations of our new sponsor, especially considering their success with Kabras Sugar RFC, who have reached every final since their promotion. We aim to emulate that success," Kadenge concluded.

Why Nzoia Sugar can afford to smile again

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