Being on top of athletics world opens new doors for Kenya

Major world economies are based on multiple and diverse sectors that channel their output to the national basket and further contribute significantly to their continued stature in the global economic position.

With the changing world, talent, innovation and creativity are some of the new areas that global markets are cashing in on. This is mostly seen in sports which have placed little known countries on the international radar, attracting lucrative investments.

Deriving from Kenya’s top performance for the first time in the just-concluded IAAF competitions in Beijing, the publicity and celebrations that come with such acclamation have huge potential to bring along goodies generated from international attention.

Sport is actually a marketing tool that creates awareness on what is less anticipated in other countries. Local athletes’ performance raises curiosity on the international scene about Kenya, a fact that automatically attracts more tourists to the country.

As all eyes were on Kenyan athletes at the world competition, it was obvious that many people were asking: “Who is Kenya and how did such a developing country beat even superpower nations?”

Countries that perform well in international sporting events normally depict stability in governance. Stability is a bridge that attracts visitors in large numbers to experience the culture that is shaking the world of sports.

Sports is no longer viewed as an entertainment activity, but is also tapped to boost economies. To prove this, countries often face fierce competition for the opportunity to host the World Cup or the Olympics or in our case the IAAF World Championships.

Apart from national glory, what economic benefits can host countries gain from accommodating this world-renowned event? Many estimates suggest that long-lasting gains can be made from hosting the games — from employment opportunities and boosting the economy, to the legacy of national infrastructure.
Organising a large-scale event can offer host countries opportunities to make massive new investments in a variety of sectors.

The host city often benefits from expanded airports, better stadiums, improved transport systems and better IT services. The World Cup, for instance, can provide economic stimulus and focus for far-reaching projects and accelerate infrastructure project completion.

South Africa, which hosted the 2010 World Cup, experienced tremendous economic change in the region which made commercial life much easier for the residents, with new roads, transport links, telecommunications and infrastructure.

Investment in stadiums created 6,000 new construction jobs and the security demands of the tournament meant that the country had an additional 40,000 police officers during the games.

There has also been a reputation boost for South Africa that has helped to bring inward investment and visitors. While the initial estimate was for 450,000 foreign visitors, figures from the South African Home Affairs ministry suggest that 200,000 extra foreign World Cup fans arrived for the tournament.

Reports have shown that countries that host sporting events have an opportunity to raise their profile in the eyes of international communities and even form new allies.

It is an invaluable advertising platform for a country through massive media coverage and showcasing of the cities, natural beauties and other scenic attractions that can be visited by foreigners attending such events.

For a country that is struggling with limited resources amidst a growing population of unemployed youths, it will be prudent for the government and stakeholders to take advantage of our dominance in athletics to attract investment and encourage a sporting culture.

In England, nearly half a million of the population is employed in sports-related fields. With sports contributing to more than a staggering £20 billion (Sh3.2 trillion), it does not require an expert to know that we are on the losing end.

Apart from revamping the economy through the traditional sectors such as agriculture, transport, and tourism, among others, the government should review its policies—since they seem not have any positive impact—on the issues affecting the sports sector.

Re-evaluation of this sector will provide opportunities for many disillusioned youths and create jobs in related fields. Victor Wanyama is our star in the English Premier League, so what is stopping more Kenyans joining this league?

Since Kenya is already on the global radar, thanks to the brilliant performance of its athletes and rugby players, the main task left is to improve other sports like football, cricket, hockey, and volleyball that have a huge potential to improve the incomes of players and stakeholders if properly managed. Besides, the highest salaried individuals in the world today are sportsmen.

Socially, sports is an important part of just about every society, every country, and every part of our planet. Everyone is involved in sports of some sort, whether they’re playing or watching or just know someone who plays.

Sports brings people together. In a culturally diversified country like Kenya, it is important to use sports as a bridge between communities.

Kenyans share the victory attained by sportsmen and women who represent the country in the global scene. As a unifying factor it presents a culture of patriotism and togetherness that makes the country stand out in the global arena in terms of unity.

As we celebrate the heroic performance of our athletes, let’s not wait for another major event to showcase our talent. Let the government and stakeholders come up with strategies on how to tap into this lucrative sector to improve the lives of Kenyans.

Let us treat our sportsmen with respect and pay them well to avoid embarrassing scenarios where Kenyans who have put us on the global radar start seeking citizenships of other countries that offer better remuneration.

This country is endowed with talent that can spur it to achieve its visions quicker than anticipated. Let us shift our focus and be dynamic in trying to establish other sources of growth.

This, if accompanied by proper management of institutions and talents, could play a major role in changing the lives of many.

As leaders, led by the President, congratulate our athletes on their performance, let’s not forget as a country, government and people to reward them and make provision for a contributory pension towards their retirement. Don’t most sportsmen or women retire poor?

Mr Dias is Group CEO, FAPCL Group.