All to play for as KRU hires new marketing partners
Rugby
By
Rodgers Eshitemi
| Sep 17, 2015
Kenya Rugby Union (KRU) has appointed TransAfrica Media East Africa (TAM-EA), via its subsidiary Frontiers Sport & Entertainment, as its new sports marketing agency.
TAM-EA’s role will be to provide commercial strategy, sales and service solutions for KRU, which will cover sponsorship, broadcasting, marketing, PR and research.
TAM-EA is playing a growing role in Kenya’s sports industry. The firm was instrumental in the successful bid of Athletics Kenya for the 2017 IAAF World Youth Championships, as well as securing a major new title sponsor for the Kenyan Premier League, SportPesa.
Speaking after announcing the new sports marketing agency, KRU Chief Executive Officer Ronald Bukusi said Frontiers Sport would play a key role in commercialising the game.
“Some very positive progress has been made within Kenyan rugby over the past few months and this appointment signals our intention to further grow the sport. We appointed the firm because of their data driven and analytical approach to sports marketing and we are confident they will play a major role in developing our commercial plan over the next few years,” said Bukusi.
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Maggie Ireri, the Managing Director of TAM-EA couldn’t hide her joy after sealing the deal.
“We are delighted to have secured KRU as a new client. Our strategy is to work with the best sports entities in East Africa,” said Ireri.
Meanwhile, the University of Nairobi (UoN) has relaunched its rugby team, Mean Machine as well as the basketball teams, Terrorists (Men) and Dynamites (Women).
Mean Machine, the UoN’s flagship sporting brand was a force to reckon with in the rugby circles, winning the top tier Kenya Cup in 1977 as well as the Edward Rombo-inspired 1989 and 1990 campaigns.
It continued to be a formidable side until its decline in recent times which has also seen many players eligible to play for the side by virtue of being students at the University opting to feature for other teams.
Speaking on Tuesday at the Institution, UoN Vice Chancellor Peter Mbithi said improved performances in leagues and tournaments informed the revamp.