Diversified financial services group, British-American Investments Company Limited (Britam) has been granted exclusive rights to brand the Nyayo National Stadium in Nairobi for the next two years.
Under the KSh100 million deal with Sports Kenya, Britam has been granted the rights to brand the 32 year old facility. This includes: the main stadium, indoor arena, handball and volleyball courts, basketball court, VIP room, and the stadium’s aquatic area.
Britam will be allowed to advertise and display its products and services within the stadium and its premises; in addition to getting sales and marketing opportunities during local and International games and other events taking place in the stadium.
Speaking at Nyayo National Stadium in Nairobi today during a media briefing to unveil the deal, the Cabinet Secretary for Sports Culture and the Arts Dr. Hassan Wario said that he was pleased to preside over the launch of the Branding and refurbishment of the Nyayo National Stadium – dubbed the Arena of Champions.
“This event is to unveil a collaborative achievement to improve sports and sports facilities in this country. Development of sports and the associated infrastructure is one of the key pillars of my ministry as envisaged in its mandate,” he added.
Dr. Wario said that his ministry had put in place policy guidelines that would facilitate and encourage all stakeholders from both the public and the private sector to work together for the betterment of sports in the country. Britam Director for Marketing and Corporate Affairs Muthoga Ngera noted that the strategic partnership with Sports Kenya would significantly support the development of sports in the country.
“We are very excited about this new opportunity. We are proud to be associated with Nyayo National Stadium, which remains an iconic facility in the country and the natural venue of choice for local and international sports tournaments as well as national celebrations and other high profile events,” he said.
He noted that Britam had identified sports marketing as one of its key strategic focus areas to grow and enhance the group’s brand visibility. On his part, Mr. Gabriel Komora, the acting Director General of Sports Kenya said: “We are happy to welcome Britam on board. Corporate Kenya has a critical role to play in developing and enhancing sports facilities in the country. We are encouraged that Britam has taken up this challenge. It is through such strategic partnerships that Kenya will be able to inch closer to upgrading her sports facilities to international standards”.
Nyayo National Stadium, which will retain its name, remains under the maintenance and management of Sports Kenya. Britam was awarded the sole branding rights after a competitive bidding process