PAUL OMBATI: Why Local Clubs Must Invest in Sports Marketing

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Gor Mahia fans durinng a past match. PHOTO/Courtesy 

BY PAUL OMBATI

A month ago just before the Confederation’s match pitting Gor Mahia against Supersport FC, I wrote an article calling for the need of local clubs to invest in sports marketing.

In that article, I based my example on the match between Wazito and Kariobangi Sharks, dubbed Wazito Fans Day where a sports marketing company from the initiative ‘Jaza Stadi’ attracted a remarkably huge number of fans.


Down the lane, on 1st May, we were all entertained by the biggest local derby between  Gor Mahia and AFC Leorpards in a #HullCityChallenge match where the winner faces English Championship side Hull City FC.

The event was organised by betting firm giants Sportpesa.We can all agree without benefit of doubt that the match was a success, largely with the Afraha Stadium filled to capacity.


Local clubs should emulate the organisation and marketing in which the event was organised.

Prior to the match day, the organisers tirelessly invested in promoting the match on television channels, radio stations, newspapers, blogs, posters and social media platforms – Twitter, Facebook and Instagram – with the hashtag #HullCityChallenge.


Local football is in a very sad state of affair where corruption and greed from the government, the federation, club officials and football stakeholders are killing the industry.

Why, for instance, didn’t the league management sign in their renewed contract with league sponsors Sportpesa, a role for the gaming company to help them in marketing and PR?

These selfish leaders don’t see beyond the sponsorship fee which they will definitely squander. 

They don’t reason that we need a growing future where the league can be marketed across international platforms.

That’s why with time, the league is will still deteriorate to a situation where there are no football stadia and capital such that clubs and players remain helpless when sponsors withdraw.


With good PR and marketing, fans will fill stadiums which not only creates revenue but also attracts more sponsors.

This is the reason why you will find a team like Al Ahly from Egypt boasf of 5 shirt sponsors, mark the word SHIRT.

The sponsors are not begged, they are the ones who compete to sign for sponsorship just to get their label put on an Al Shly FC jersey because the club has millions of fans.

I will always say that our local football and sports in general is in big mess. Our players are in deep crisis ranging from unpaid wages to flopped contract deals.

Clubs should pump money into Sports marketing and stop living in despair whenever a sponsor withdraws to give continuity to our football.

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Simiyu Wakajuaness

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