Grassroots Clubs Challenging Big Boys
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- February 4, 2023
While most top-flight Kenyan football clubs need help to land sponsors/partners. Some model mtaa/grassroots sides have cracked the hallowed code on how to reel in corporates on board to identify with and grow their brands symbiotically.
Division 1 outfit Kibra United impressively has 3 shirt sponsors. One for home kits, another for their away and limited edition jerseys, and the third on all their shirt sleeves.
NSL’s Darajani Gogo FC have had a solid shirt sponsor since their time in the Division 2 league until now. Dandora Youth has also secured shirt sponsors as they turn out in the 4th-tier league.
One thing that stands out from these grassroots clubs is how fluidly their online branding/presence has been. It is consistently cultivated and, most importantly, how they strongly connect with their ‘hood fanbases.
Darajani Gogo changed the name to include Darajani to pay homage to the team’s founding roots/locale in Kibra.
Some other clubs, like Marafiki Fc from Nyeri, Gucha Youth from Kisii, and others, are nicely molding their brands on the above template. It’s time before they haul in a big fish sponsor.
It feels refreshing to know that it’s not all doom and gloom in Kenyan football sponsorships. Something is happening, albeit in small bits.
