Kenya gets chance to co-sponsor World Cup

Kenya is among two African countries that have been offered an opportunity to be a co-sponsor of next year’s World Cup by South Africa’s Local Organising Committee.

The proposal from the LOC was presented to the country recently in South Africa, though it requires that the country raises $50 million (Sh3.7 billion) in less than two months to take up the chance.

The steering committee for marketing of Kenya Stadia for the 2010 fete, that was launched in September, 2009, is currently studying the proposal that is expected to be presented to the Prime Minister and other members of the Cabinet soon.

Mr Mike Macharia, the chairman of Kenya Association of Hotel Keepers and a member of the committee, says the opportunity gives the country a good platform to sell itself and that the country has a lot to gain .

“This is a big opportunity that could see the country continue earning the benefits long after the fete.”

The proposal comes at a time when the country is faced with major issues that need immediate financial address.

The economy is on a recovery path and is expected to grow by about 2.5 per cent this year, according to treasury estimates.

“This is not a good time for the country and this will need delicate balancing,” Mr Macharia said.

Should the country raise the required money in time, Kenya will be ale to showcase itself at the heart of the World Cup in 2010 through various channels, including what is being called “The Kenya House.”

The Kenya House is a meeting point for soccer fans, sponsors and media during the World Cup that is to be put up in secure compounds in Johannesburg, Durban and Cape Town as well as selected cities overseas like Berlin, Paris and London, among others.

Kenya will promote its image across the world as well as show case business and investment opportunities, tourism, culture, food and beverage through various activities, including big screens and boards in the arenas as well as public viewing areas, press conferences, concerts and entertainment.

It will also be able to distribute content on the country through other platforms like the internet and mobile phones.

According to the proposal, the country will be given 27,000 World Cup tickets to sell. Ticket buyers have a chance of winning a safari.

Kenya Airways, which could be one of the beneficiaries of the deal will offer domestic flights in South Africa.

The airline can reap from its extensive network in the region by ferrying passengers to Johannesburg and any other domestic destinations.

Johannesburg is one of its key routes and the airline had increased frequencies on the route this year to meet demand.

The airline also holds rights to fly directly to Cape Town, but does not.

Kenya Airways will also benefit from day passengers who choose to stay in Kenya and take the return four -hour flight to watch a match .

Players in the tourism sector have been trying to attract traffic into the country before and after matches.

“We are trying to entice them to come this way and enjoy the country on their way to or from South Africa,” said Mr Fred Kaigua, the chief executive of Kenya Tour Operator Association (Kato).

His organisation is positioning itself to design packages for those visiting the country on World Cup packages.

The Minister for Youth Affairs and Sports, Prof Hellen Sambili, launched the steering committee in September. It is chaired by the permanent secretary, Mr James Waweru.

The committee comprises people from both the public and private sector, including Kenya Airways, Kenya Wildlife Service, Media Owners’ Association, Kenya Tourist Board and Brand Kenya, among others.

Its role is to market the country as a training venue for teams before they move to the host country.

Kenya is also aggressively looking at attracting at least two teams, including the South African national team , Bafana Bafana, to practice here.

“Yes, we have met with them and they told us about trying to get the national team here,” said Mr Thulani Nyembe, political counsellor at the South Africa High Commission.

Kenya has managed to get Cameroon to visit for friendly match and has been meeting with the ambassadors of other qualified countries to sell the country, Mr Benjamin Sogomo, the chief executive officer of Stadia Management and secretary of the committee, said.

The world cup will start on June 11, 2010 and run for a month and is seen as a major opportunity for the continent to help build its image.

Mr Sogomo also noted that the ongoing wrangles between Football Kenya Limited (FKL) and Kenya Football Federation (KFF) is not expected to interfere with the LOC proposal as this is a business proposal.