On April 20, Kenya successfully hosted the fifth edition of the Absa Kip Keino Classic, the only Continental Tour Gold Series track and field meeting sactioned by World Athletics on African soil.
Absa Bank Kenya continues to invest heavily in Kenyas sports sector ranging from athletics, football (through its sponsorship of the English Premier League), and golf in the last decade.
On the same breath, the bank renewed its title sponsorship to the 2024 Absa Kip Keino Classic.
Omanyala will be ready for Paris Olympic Games, says coach Kimani Moraa makes merry at Absa Kip Keino ClassicFrom this support, the bank has played a crucial part in catapulting our athletes to form part of amazing stories of athletics success in Kenya and Africa.
Nation Media Groups Lead Editor for Sports, , had a chat with Abdi Mohamed, Absa Bank Kenyas Managing Director, on the banks continued support to Kenyas sporting sector and the role that corporates can play in elevating local sporting through sponsorship.
In a few days you mark a year in office, its noteworthy that you have maintained Absas presence in sports sponsorships despite the tough economic times. Why is this?
The potential in Kenyas sports spectrum is massive, and maintaining this commitment to sports sponsorships despite current economic times has been a strategic choice.
We believe in the power of sports to inspire and unite communities, which is more crucial than ever during challenging periods.
From a broader perspective and as a purpose driven organisation, we are investing in the physical and emotional health of our society, which in turn fosters a healthier, more vibrant economic environment. This long-term vision underlines our dedication not just to financial success, but to creating genuine societal value.
At Absa, we have a long-term commitment to nurture sports in the country because of the important role it plays in our society.
Our investment spans athletics, football (through our sponsorship to the English Premier League) and golf. To this end, we estimate to have invested over KES 1.3 billion in the Kenyan sports sector in the last decade.
As youre aware, Absa has a rich history with golf which goes back more than a decade.
We then paused to reflect on what better sport sector we could bring the kind of transformation we have witnessed with assets like the Magical Kenya Open and we settled on athletics.
We therefore made a strategic decision to invest in Athletics as our flagship brand property because nothing says Kenya louder than athletics.
Athletics, more than any sport, has played the patriotic duty of putting Kenya on the global map and we look forward to bringing the lessons we have learnt from our involvement with Golf to the exciting world of athletics.
We believe that athletics reflects the story of the great human spirit and that is why we are joining different stakeholders such as Athletics Kenya and the Ministry of Sports on this journey of nurturing strong teams that will represent the country and show the world once again why Kenya is the home of great champions.
Recently, President William Ruto implored organisers of key sports events, like the Safari Rally, to wean off Exchequer support. Do you see corporates playing a bigger role in this space or should we sustain public-private partnerships?
Sports play a transformative role in fostering community and national pride, and their contribution to the economy is undeniable.
We are committed to enhancing this impact by acting as a catalyst, aiming to significantly elevate the economic contributions of sports across the nation. Without a doubt, we see this as a pivotal moment for corporates to step up and play a larger role in this space.
By increasing corporate sponsorship, we not only ensure the longevity and success of these beloved national events but also as a potent vehicle for fostering positive youth development, driving employability, and overall wellbeing of the society.
This doesn't diminish the value of public-private partnerships. Such collaborations have been instrumental in scaling events to international standards and should evolve.
Our vision is to foster a balanced approach where enhanced corporate involvement coexists with strategic public support, ensuring these events not only continue to thrive but also contribute significantly to our national economy and social fabric.
As has been the case with Magical Kenya Open and the Absa Kip Keino Classic, well organised sports events create an influx of spectators and visitors who in turn contribute to increased business activity among local enterprises that participate in supplying goods and services during
