Dear Kenya Football Community

 #FootballMadeMeSeries #SemiZaMaja 

📍 Do you know there's a difference between sponsors and investors?

#POV

As long as we continue to seek league sponsors and other types of sponsorship, which I understand are equally important, our football development will progress slowly in general, affecting only a select few in the names of coaches, players, clubs, referees, federation, and the technical bench.  

One of the numerous reasons why football growth in Kenya is delayed is because we deal with sponsors as if they were investors at all levels of the game.

There is a significant difference between investors and sponsors. Here's what I mean.  

📌 Investors 

An investor will contribute their resources, enthusiasm, money, and so on after assessing the risks and identifying signs of development and a positive return on investment.

Investors conduct due diligence, evaluate long term government policies, risk analysis, and benefits analysis before becoming partners in a cause with which they hope to make an impact, while simultaneously seeking good returns on their investments in sustainable environment.

The Investor Mind  🧠 

An investor would rather put their resources into junior team development in the hopes of creating a career path for a future star who will be worth more money in transfer deals in great football clubs abroad than support, say, a top KPL team just to cover its administration and operations costs for the season.

📌 Sponsors 

They support a cause in which they share common interests over time.  Sustainability is not always a top consideration in this context, but rather they will support within a specific time frame to make an impact. In most circumstances, no return on investment is expected, particularly in financial terms.

Consider teams sponsored by well-known brands such as Tusker, Bandari, and KCB, to name a few.  In any event, we've seen this model with major companies where, anytime there is a change in policy, top management, or something similar, many clubs cease to exist the next season, even if they were doing well. Mumias F.C., Utalii F.C., and KRA are just a few examples.

📌 So, what should be done to attract and instill investor trust at all stages of the game?

The Landscape 

Football clubs and the federation are more likely to attract sponsors for a variety of reasons, including match broadcasting, league sponsorship, merchandise, support for operational and administrative expenditures, and material and equipment support, to name a few.  

On the other hand, attracting investors is another ball game that needs a different mindset and skill set. I know it's challenging and it involves many players, but it is possible if the government establish a conducive climate for investors to thrive based on a win-win partnership. 

The government should open up the space for more incentive that would attract more investors to come on board. 

💡 Here is what I'm thinking;

1. Create legislation to support tax waivers for those who invest in the sports, especially in the building of sports facilities and general infrastructure support. 

2. Deliberately create a system that would market top players to the overseas markets. More particularly built partnerships with football federations / associations, clubs and schools (colleges and universities).

3.  Create job opportunities and education opportunities around the football ecosystem. There are some important roles in the game that are quite silent, yet they are important. Provide more accurate data about the game and different prospects to consider as a sponsor, investor, player, coach, etc.

4.  Create sport funds for league champions. 

The government, through its various arms, can sponsor a bill in parliament that allows champions in specific top leagues and sports to be honoured or, better yet, partially funded in the next season of the game.

5. Build stronger partnerships with other sports stakeholders and corporations to ensure professionalism, transparency, financial accountability, and infrastructure development. 

I believe the government can do more, not only by working closer with federations during tournament preparations such as AFCON and CHAN, but also by making their support more visible in order to boost investor confidence as part of their core agenda even when no tournaments are planned.

Here is a question ❓ 

With Kenya, Uganda, and Tanzania hosting both CHAN this year and the Africa Cup of Nations (AFCON) in 2027, what are some of the low-hanging fruit for investors in the football ecosystem?

Credit author +throughMylens @top fans Wilson Masaka