The political crisis that’s currently engulfing Kenya has wiped out billions off our local economy and forced the commercial and the industrial world to rethink some of the supposed certainties of the past decade or so. And the sports sector- and in particular athletics- has also been made to examine what it has more or less taken for granted in recent times- that athletics events would take place, that athletes would be able to train effectively and we will continue to win many medals in major championships.
The volatile situation has seen several events cancelled and many others in the near future in jeopardy. Due to the security concerns, many athletes in the Rift Valley have been forced to curtail their training programmes and their fitness levels could be of great concern come selection time.
Yet we could have never pictured this particular tragedy to our local sporting fraternity. The future was getting brighter in which the sport was adding value all around. To the event organisers through improved management and a real understanding of the marketplace, to the athletes who continue to reap the benefits of their hard work and of being at or close to the top of a booming profession, to the federation who benefited from corporate sponsorship, led successful teams, organized championships and individuals and which was not constantly teetering on the brink of financial catastrophe and finally to the fans who benefited from watching top class athletics here at home.
As with any business, this is the kind of stability that is required to encourage investment in the future. However, this being a sport, there will be significant hurdles to overcome when trying to reconstruct this virtuous financial circle.
While the commercial machinations of sport are fascinating, the value of sport extends beyond the balance sheet, something that the local federations such as Athletics Kenya had not simply discovered, but has pushed up on its agenda of late through the planned peace torch run and donations to the Red Cross.
Not to fault AK for their late involvement, but many other sports federations haven’t been involved in community based projects which draw on the values of their sport to effect change. If any have, few have been creative or innovative in communicating these involvements. Many could learn a thing or two from Tegla Loroupe’s much touted and successful Peace Run concept.
As we have never dealt with such a crisis before, the problems created need solutions that aren’t necessarily politically driven. We must look for other ways to help solve this crisis and I believe the corporate sector holds one of the keys to this. Recent trends in sponsorship indicate that many brands desire to find socially responsible outlets for their involvement in sports. Now, more than ever, is the time for the corporate sector to utilize this avenue to effect change. Other than an investment in exposure in supporting important competitions and sportspeople, companies will also get to play a broader role in positively shaping the future of individuals and communities around Kenya.
Sport can add value to the lives of many of our people and can help in tackling real life issues. On one end that value is all about money, at the other it is to do with the value of life enhancement, the sense of purpose, achievement and comradeship which sport delivers.
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