Image Credit: www.si.com
In recent weeks, Kenya’s sports scene has experienced a unique flurry in activity with sponsorship deals, marketing arrangements and other forms of agreements being struck. This evidently points to an awakening among corporates towards the lucrative relationship that association with successful sporting brands can bring. In all this, however, the place of the individual athlete is rarely cast under the spotlight. This, with the Rio 2016 Olympic Games now upon us, is worth revisiting.
It is curious that even with the proven pedigree of the Kenyan athlete in various disciplines, most of them still live off the proceeds of one sporting event after the other. This can be contrasted against comparable sport-stars who have benefitted from the corporate desire to be associated with the pedigree athlete brand and image. In Kenya, this arguably has been occasioned by two factors: lack of awareness of image rights and an inadequate legal framework thereto.