A survey of the influence of sponsorship in the development of sports in Kenya
Kiraguri, Grace W
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Sports are by all means very critical and valuable to the human fraternity. However, sports sector in Kenya just like many other countries experiences several constraints among them financial shortfalls. Sports -for-development strategy has been identified as the only key to sustainable sports programs which means involving a full spectrum of various sectors of government and private sector in supporting sports through various forms of sponsorships. It is against this back drop that this study was formulated to determine the extent to which sports sponsorship has influenced sports development in Kenya. A descriptive study was carried out and the population of interest was all the registered sports federations under the umbrella of Kenya National Sports Council (KNSC). The registered federations total up to 53 and given the small size of the population of interest, a census study was carried out. Primary data was carried out using semi structured questionnaire and the respondents interviewed were all in managerial positions at the federations. Of the total target number of 53 respondents, 47 respondents i.e. (88.7%) of the targeted population returned the questionnaire completed satisfactorily. From the study it was established that a number of federations received both cash and values in kind sponsorships. Most of cash sponsorship received was likely to be used in training and team administration while a larger percentage of value in kind received was attributed to provision of equipment. It was evident that neither cash sponsorship nor value in kind to the federations was directed to infrastructure creating a gap for future expansion of sporting opportunities. The study hence recommends that key stake holders such as the ministry of sports undertake a rigorous exercise aimed at further increasing sports infrastructure so as to steer the development of sports right from the grass root. The study did not focus on spectators who are the main target for corporate bodies undertaking sports sponsorship and proposes that further research could be conducted to determine the impact of sponsorships on spectators’ perception of sports. The study further proposed that given the influx of sponsorship from the private sector, there is a need for sports federations to harness the partnerships so as to create long positive relationship for the benefit of both sports and the corporates. Sponsors also should take a more forthright approach in management of sponsorships so as to ensure that not only is the brand awareness achieved during sports activities but also the measure impact of sports development of those particular sports.
School of Business