(ABOVE: Kenya Premier League fans at Kasarani stadium during a past match. PHOTO/File)
Local football in Kenya still remains one of the saddening states, mostly contributed by lack of support from the government and poor leadership from the federations and club officials.
We have for long witnessed local clubs struggling to get funds to sustain their budgets factored by lack of sponsorship and sports marketing.
The challenges have already affected the national team which is under the Football Kenya Federation – FKF.
Tommorow’s match where Harambee Stars take on Black Stars of Ghana may once prove again why Kenyan football must expound in sports marketing tactics.
While we can definitely accept that advertising has been done well (above average), ticketing seems to be a barrier.
The matchday tickets for the match are being sold at Ksh 1000 for VIP and Ksh 200 for regulars.
While I understand such opinions are subject to debate, the need for logic and reality must be on the forefront.
THE WRITER‘S SURVEY
A random survey conducted by the writer among 100 people confirmed that in every 5 people, only 1 would pay 200/= for a regular ticket while the other 4 either preferred 100/= or sit back and watch the match on television broadcasters at a paltry 30/=.
As far as there’s need to raise capital for our teams through gate collections, that doesn’t mean it cannot be achieved through fair ticketing prices.
NEED TO BOOST ATTENDANCE
In such a match involving the National team, the Federation could have considered the need to get more support from fans and game attendance.
We must accept that there is no mass following of local football and therefore such matches should also act as PR means to try bring back football fans to the stadia.
If an attendance of 10,000 regular fans paying Ksh200 each would generate Ksh2M, it’s possible to raise the same amount of revenue from 20,000 regulars paying Ksh100 each.
As a goodarketing practitioner, would you prefer 10,000 fans for Ksh 2M or 20,000 fans for the same?
In a country of over 40 Million people where there has been poor stadium attendance, I would prefer to put the match tickets at a fair price of Ksh 100 shillings and attract a lot of kenyans mostly where those who don’t really follow local matches would have a higher probability of attending the matches.
As a matter of fact, the 1-out-of-5 people who were okay with paying the Ksh200 were fans of local clubs thus they are used to such rates. However, there’s need to concentrate on woeing those non-followers than the normal trend of empty stadiums during matches.
Most importantly, national team matches such as this require lots of home support from fans to rally behind their teams and provide support.
Higher match attendances can also attract sponsors who can support the team in favour of publicity, Sales and Marketing.
Tomorrow’s match will take place at Moi Sports Centre Kasarani from 4PM and I call upon local football fanatics to encourage their friends to attend the match and get the real experience of an International Match.
(The writer is the sports editor at Wakajuanes.Com and views expressed here are solely his own and does not necessarily reflect the perspective of this site).