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Originally published by Standard Sports
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sports
May 26, 2026
2h ago

Why we need to rethink sports sponsorship

Why we need to rethink sports sponsorship

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...

✨ Key Highlights

The article argues that Corporate Kenya needs to shift its approach to sports sponsorship from short-term "photo opportunities" to long-term, decade-long partnerships.

  • The core issue is not the size of sponsorship cheques, but the lack of commitment and 'length of stay' from sponsors.
  • KCB Bank is highlighted as a successful example, having invested for over two decades across multiple sports.
  • The article contrasts this with cautionary tales of Kenyan sports federations and clubs facing instability when sponsors depart quickly.

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