“Kettering Town F.C had to crawl so that many could walk.”

As soccer continues to change in Kenya, so is its sponsorship space. The current soccer sponsorship market represents a slight shift towards the BUSINESS of sports as many clubs in the pyramid front sponsorship as the largest revenue earner.

Sports is becoming a global phenomenon as many Leagues from domestic markets are positioning themselves to tap into the “Transfer Market Business“, which had a KES.486 billion value in transfer fees as per 2021 numbers and data. With the numbers mentioned, corporate entities are looking to position themselves as sponsors for visibility, product-service drives, and local community partnerships.

THE FKF PL CASE:
Which companies have their logo on each of the FKF-PL participating club shirts?
The Kenyan top-tier league is attracting corporate sponsorships at League and Club levels. Many corporate sponsorships are for visibility, and as a way to build local community partnerships and activations.

Betting companies still hold the majority of the club shirt sponsorship slots while State Corporations/Parastatals come second. The entry of betting companies into the local soccer market can be accredited to the rise of digital transformation in Kenya and Africa at large.

The ease of access to information and internet connection has fueled the betting craze in Kenya. Many betting companies find it easy to advertise and promote their brands using sports, social media (influencers and paid ads) as some opt for tv.

Despite the legal issues encountered by Kenya's betting company Sportpesa, gambling companies continue to take a grip of the ever-growing Kenya sporting market.

INSIDE THE FKFPL SHIRT SPONSORSHIP

Betting & Gambling (33%):
Gor Mahia FC (Betsafe), AFC Leopards (Betsafe), Kakamega Homeboyz (Mozzart Bet), Sofapaka FC (Betika), Kariobangi Sharks (Betway) and Police FC (Betika)

Finance & Banking (11%):
Wazito F.C (Aidos Kuneen) and KCB FC (KCB)

State Corporation/Parastatal/Ministry (28%):
Posta Rangers F.C (Posta Kenya), Talanta F.C (Communications Authority of Kenya), Bandari F.C (Kenya Ports Authority), Ulinzi Stars FC (KDF), Nzoia Sugar
F.C (Nzoia Sugar)

Foods & Beverages (6%):
Tusker F.C (Tusker Brand, EABL)

Non-Governmental Organizations (6%)
Nairobi City Stars F.C (Jonathan Jackson Foundation)