Audio By Vocalize
KCB Bank has spent more than two decades quietly building a sports portfolio across motorsport, golf, rugby, football, chess and volleyball. [File, Standard]
Corporate Kenya must stop treating our sport like a quarterly photo opportunity and start building decade-long partnerships, the way the world's smartest brands already do.
Corporate Kenya has a sponsorship problem, and it is not the size of the cheque. It is the length of the stay. Too many blue-chip companies treat sport like a flirtation. They arrive with fanfare, host a launch, hand over an oversized cardboard cheque for the photographers, and quietly drift away when the next financial year shifts priorities.
The federation is left orphaned. The athletes are left improvised. The fans are left wondering whether anything corporate Kenya says about youth, talent, and nation-building can be trusted beyond a single budget cycle.
