r-L KRU chairman, Richard Omwela, KRU CEO, Ronald Bukusi and Safaricom Director of Consumer Business, Sylvia Mulinge display the dummy cheque during the announcement of Safari 7s sponsorship. PHOTO/Safaricom/Twitter
NAIROBI, September 16- Kenya Rugby Union ceded its marketing and commercial rights to TransAfrica Media East Africa (TAM-EA), via its subsidiary Frontiers Sport and Entertainment on Wednesday in a bid to secure much needed revenue for its programmes.
In a statement, the Union that is seeking sponsorship for properties under its fold including the national sevens and 15s teams appointed the firm as its marketing agency to “provide end to end commercial strategy, sales and service solutions for the KRU across – sponsorship, broadcasting, marketing, PR and research.”
TAM-EA has assisted Athletics Kenya in its successful bid for the 2017 IAAF World Youth Championships, as well as securing a major new title sponsor for the Kenyan Premier League, in the form of East Africa sports betting brand, SportPesa.
“Positive progress has been made within Kenyan rugby over the past few months and this appointment signals our intention to further grow the sport. We appointed TAM and Frontiers because of their data driven and analytical approach to sports marketing and we are confident they will play a major role in developing our commercial plan over the next few years,” Union chief executive, Ronald Bukusi, commented.
“Our strategy is to work with the best sports entities in East Africa and the KRU definitely falls into that category. Our research shows us that the KRU brand, and its events, offers a unique sports lifestyle experience.
“While rugby is the main focus, there is also a strong emphasis on social and family elements. These ingredients make for an exciting platform for potential sponsors,” TAM-EA managing director, Maggie Ireri added after adding the union to its portfolio that includes AK, and SPL giants, Gor Mahia and AFC Leopards.
The Union was rocked by capital flight earlier this year when integrated communications firm, Safaricom and cement manufacturers, Bamburi pulled the plug on their sponsorship of the annual Safari Sevens and 15s franchise tournament Rugby Super Series.
In withdrawing, the two firms cited embezzlement of funds and irregular awarding of service contracts related to the events perpetrated by some directors of the Union as a telling reason.
Last week, Safaricom returned to Safari Sevens as a major sponsor demanding tighter accountability for the October 4 and 5 international invitational tournament that attracts 16 teams.
