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SPORTS SPONSORSHIP
Safaricom supporting Kenya’s Paralympians ahead of 2024 Paris Games
By our African Marketing Confederation News Team | 2024
Sponsorship package provides both cash and in-kind support for the team, including financial literacy and media training.
As Africa’s Paralympian athletes gear up for the 2024 Paralympic Games starting in Paris this week, the Kenyan Paralympics Team is being supported by a sponsorship package worth US$78,000 (Ksh. 10–million) from Safaricom, the mobile network operator. The package includes both cash and in-kind support for the team.
Safaricom is sponsoring Kenya’s Paralympians. Photo: Safaricom
As part of the in-kind support, the company provides financial literacy and media training to the athletes, equipping them with essential skills for both on and off the field. The initiative aims to help athletes grow their incomes and build their personal brands.
A similar training session was conducted last month for Team Kenya ahead of the Paris Olympics.
Additionally, the sponsorship includes airtime for data and connectivity, as well as branded merchandise.
In a statement posted on its website, Safaricom says this reflects it “ongoing commitment to empowering and supporting Kenyan athletes on the global stage”.
Commenting on the sponsorship, Safaricom CEO Peter Ndegwa said: “We are thrilled to support the Kenya Paralympics Team as they embark on their journey to the Paris 2024 Paralympic Games.
“At Safaricom, we believe in the power of sports to inspire, unite, and transform communities. Our commitment to supporting sports in Kenya extends beyond just financial contributions; we aim to empower athletes with the skills and resources they need to excel both on and off the field.”
Key partner of Kenya National Paralympic Committee
Said Bhaveet Chudasama, Vice President of the Kenya National Paralympic Committee: “I want to extend my heartfelt thanks to Safaricom for organising and facilitating this impactful event. They have been one of our key partners for years; their support extends not only to the Paralympics but also to other significant local and international races in the country.”
The opening ceremony for the 2024 Paralympic Games is on Wednesday, 28 August. The Games conclude on Sunday, 8 September.
Media rights holders in more than 160 countries and territories have committed to broadcasting the Games, according to the organisers.
In addition to greater interest from broadcasters, the overall revenue raised from media rights sales has increased by more than 20% compared to Tokyo 2020, a gathering which was shown in 154 countries and territories to a cumulative 4.1-billion viewers.
Paris 2024 will make history as the first Paralympic Games to offer some live coverage from each of the 22 sports. At Tokyo 2020, 19 sports were broadcast and at the Rio 2016 Paralympic Games 15 sports were shown live.
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