Thu 01 Oct 2015, 10:40
Through its platforms SuperSport and GOtv, MultiChoice Kenya helps catapult Kenyan sports to greatness.
Kenyan international football stars Victor Wanyama, McDonald Mariga and Denis Oliech are some of the soccer players who have gained international fame after the exposure they have received in the Kenya Premier League.
The trio are some of the Kenyan sportsmen and women who have benefitted from MultiChoice Kenya’s investments in increasing the popularity of sports in the country primarily through its SuperSport and GOtv brand channels.
Victor Wanyama, 24, currently plays for Southampton FC and has been the most successful Kenyan footballer with his shining star earning acknowledgment from some top English Premier League clubs.
Mariga and Oliech play international football with Parma FC in Italy and Al Nasr SC Dubai respectively.
Club managers in the Kenyan Premier League have also gained entrepreneurial skills in addition to foot management training via SuperSport’s New Manager’s Programme based at Strathmore University.
SuperSport has spent over $553 000 on aggregate on sending players and managers for training and mentorship at the Wits Business Schools.
“The improved local broadcast of sports on both DStv and GOtv has also contributed to its increased viewership. This growing interest in turn has enabled many sports to attract other forms of revenue, such as sponsorship and gate collections,” said Deloitte in a report analysing the impact of MultiChoice in Kenya’s economy for the last 20 years.
Deloitte also revealed increased fan interest in games with 57 percent of Kenyans watching football while 12 percent watched rugby as preferred sport in 2014 compared to 30 percent and 6 percent respectively in 2011.
Today, stadiums are filled by around 20 000 fans during matches, compared to the almost non-existent crowd before SuperSports’s involvement in the Kenya Premier Leagues according to Deloitte.
“Expenditure and on-air broadcasting have increased public interest in sports, sparking investments from several other agents,” Deloitte reported.
MultiChoice via both SuperSport and GOtv has paid about $24.2 million in broadcast licence fees, productions costs and sponsorship fees between 2011 and 2014.
According to Deloitte, GOtv Shield, for example, has been nurturing and growing talent, further supported by initiatives such as the Airtel Rising Stars and the Kibra League.
“The GOtv tournament has motivated community football clubs to enhance their capacity in order to compete effectively. GOtv Shield has grown from only 36 teams in 2013, 64 teams in 2014 and 108 teams in 2015,” Deloitte said.
SuperSport’s Sportman of the Year Awards, which recognises Africa wide sporting talent and has been won by Kenya’s Caleb Mwangangi and Eunice Sum, has also been hailed for motivating sport talent in the country.