Sports entrepreneurship in Kenya
Loading...
Date
1997
Authors
Mwangi, P. W.
Wahome, E. N.
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Sports behaviour has been perceived by some sociologists to have a sharp
inclination to commercial production industry. It has variously been
viewed by many authors as a great entertainment for cash. Similarly,
besides focusing our attention on the intrinsic benefits of sports, the evergrowing
pursuit of the extrinsic in the Kenyan sports milieu today, just as
in the rest of the world, is a force strong enough not to be ignored. Sports
promote huge consumption in equipment, facilities, clothes etc. It is itself
commercial providing mass entertainment as its basic form of production.
The media in Kenya reserve substantial time and resources daily for sports
coverage to enhance their own marketability, either single handed or in
conjunction with one or more sponsoring companies such as Smithkline
Beecham, Michelin etc. Sports-related insurance has gone up in recent
times. Huge salaries are offered to professional competitors as the
amateurs are perpetually engrossed in sports meet allover the world for
obvious goals. The 1997 Kenya Safari Rally had its regulations and route
changed to ensure a better monitory gain. Finally, a record-shattering
Kshs. 6.8 Million was realised in January 1997's Harambee Star's (Kenya)
soccer match against Nigeria through deliberate, shrewd, marketing tactics.
A kiswahili beat on the Harambee Stars (Kenya's National Soccer team)
has so far.been released for the electronic media and has been fast selling
on the streets of Kenyan towns.
Description
A paper presented at the Africa Association for Health, Physical Education, Recreation, Sport and dance 3rd Scientific Congress held on 11th - 15th September, 1997 at Kenyatta University
Keywords
Sports, Entreprenuership, Milieu, Marketing, Production industry