Kenya Olympic brand important in the run -up to London Olympics

The recently formed steering committee to spearhead Kenya’s preparations for the London Olympics later this year brings to focus the planning and preparation of teams to the Games. Every Olympic year exposes the challenges of raising money to send the best possible team and yet it should be an easier experience given Kenya’s incredible successes and legacy at previous games.  

The Kenyan Olympic brand continues to retain its vitality as the most patriotic, most inspiring, most sportsman-like and most unifying sports organization in Kenya, which is a testament to the strength of the Olympic symbol, the inspiring stories of our athletes and dedication of its partners. The true measure of its brand strength and why it continues to flourish is that NOCK creates opportunities for sportsmen to fairly and successfully compete globally against the best in the world.

Certainly the success of the Kenya team at the Beijing Olympics in which it was ranked as the 14^th highest medal winner of the Games played a role in the positive outlook. So too did strong television ratings as various outlets brought so many of the Kenyan athletes and their stories into living rooms and bars throughout the country.

An example of this is the victory ceremony of the men’s marathon in Beijing that was held before the official closing ceremony with billions watching the late Samuel Wanjiru being awarded his medal and the national anthem played after.

The Games are also the driving force for a nation building process. As a country, we don’t have the chance often enough to do this regularly and the Olympic Games gives us the chance to do this especially with the upcoming general elections.

Patriotism plays a tremendous role in the popularity of the Kenya’s Olympic participation. It is a chance for Kenyans to feel good about themselves, to rally behind one team rather than then geographical separation of professional sports.

Our Olympians are some amazing people with some amazing stories and they really resonate with people around the country, in all ages and in all walks of life. Everyone can find a part of the Olympic Games and Olympians they can relate to. The Olympics is one such movement capable of binding the peoples of the world: an enormous privilege and responsibility. As you know sport is a wonderful metaphor: it can be used to build trust, create a common language, shared values and much more.

The opportunity for people to be really inspired by athletes wearing their country’s flag and playing on the international circuit is very special and prideful thing in Kenya. NOCK’s marketing partners should recognize that and the value of the Olympic movement.

A Kenyan gold medal is not only a huge objective of an athlete and NOCK; it is also a business angle in the world of sport. Corporate Kenya ought to notice that in 2012, sponsorship of Kenya’s Olympic team to London would be one of the most valuable sports sponsorships that would not only trigger strong patriotism but would also provoke brand usage and loyalty.

Even consumers recognize the role sponsors play in the success of Kenyan Olympians as many believe  that corporate sponsors assures that athletes can afford to train and compete effectively.

I feel that the best fit for the Olympic team sponsors are category leaders, those companies that desire to be perceived as somewhat selfless and patriotic. Companies should not assume that an Olympic investment won’t provide a return on investment competitive with other sports sponsorships, but they’ll have to work a little harder to accomplish their marketing goals.

And working harder for local sponsors means going full-in on the Olympics. One way is by sponsoring teams to other global events under the Olympic umbrella – such as the Youth Olympics. The other way to get connected is by matching the vision of the Olympic movement, which is about peace, progress and the world coming together to celebrate our common humanity. 

Kenyan companies that have long standing commitment to global sustainability, excellence, innovation and are able to address world challenges would be perfectly placed in their associations with the Olympics to be open to tremendous business opportunities.

The Olympic movement has a big blank canvas of ideas that makes it attractive to brands as it offers them far broader relevance to the public. Obviously, the challenge is to allow these ideals to emerge, and with the many implications for the organizations and the way it behaves.

The buzz surrounding Kenya’s medal hopes in London, it must be remembered, is far more than just a question of national pride: it is also a matter of future business for partners and sponsors of the National Olympic Committee.