NAIROBI, February 4 – Giant soft drinks company Coca Cola East and Central Africa has signed a Sh117 million three year deal for the naming rights of Nyayo National stadium.
As a result, the country’s second largest stadium will henceforth be known as the Coca Cola Stadium.
Coca Cola country manager Alex Maditsi said on Wednesday that the deal will also give his company the branding rights to the facility.
“Coca Cola will enjoy exclusive rights for advertising, beverage supply and naming rights on all elements of the stadium including but not limited to tickets and media and even some of the areas surrounding the stadium like the gymnasium and the aquatic centre,” he said.
The stadium which has a capacity of 35,000 will also benefit from a face lift.
“Part and parcel of this agreement is refurbishing the stadium. So we will be doing a lot of work in terms of making it one of the world class facilities in Africa,” he added.
The deal was signed between Coca cola and the Sports Stadia Management Board (SSMB) who will continue to manage the facility including handling all bookings for all activities ands events held at the venue.
SSMB CEO Sam Mwai said the deal was the culmination of a long held dream.
“Our search for a partner for our stadium has borne fruit and we are very proud that Coca Cola have come on board and we hope that this partnership will enhance our image and reputation worldwide,” said Mwai.
Mwai also promised more improvement in the country’s main stadia ahead of the 2010 world cup, “We are going to continue upgrading our facilities so as to match some of the top staid in the world.”
SSMB Chairman Joe Aketch added that the body has plans to develop other stadiums away from Nairobi.
“We are looking at improving Eldoret stadium, Kisumu and Mombasa municipal stadiums. This of course will be in partnership with the local municipals,” he said.
Coca Cola already has the naming rights to South Africa’s Ellis Park stadium which is now known as Coca Cola Park as well as the Coca Cola Dome.
The brand is synonymous with sport having sponsored the Olympics since 1928 and the World Cup since 1930.