This archive report was first published on 5 June 2020.
June 4, 2020, marked a significant moment for Kenyan athletes as they pondered their futures beyond active sports days. The National Olympic Committee of Kenya (NOCK) hosted a webinar to explore ways athletes can turn their status as champions into stars and eventually brands to secure their financial futures.
Panelists, including IMG Chief Executive Peter Gacheru, Kenya Sevens star Collins Injera, and 2014 Commonwealth Games 5,000m champion Mercy Cherono, delved into the issue, raising awareness for fellow athletes to look beyond their active years.
According to Gacheru, 'big champions' often fade into oblivion once their competing days end, with people failing to buy into their brand without them being actively involved in sports.
Currently, few athletes have successfully leveraged their popularity to earn endorsements, with notable exceptions being Eliud Kipchoge, the Isuzu Brand Ambassador, and a Safaricom M-Pesa logo for a week after breaking the two-hour marathon barrier.
Experts urge athletes to grow beyond being stars and continue making money after their careers are over, emphasizing the importance of media training and social media presence.
Both Injera and Cherono agreed that Kenyan sportsmen need better media training, as many shy away from interviews and media appearances, viewing them as 'disturbance' rather than a marketing tool.
With the advent of social media, athletes are encouraged to start building their brands early to maintain visibility and create content that showcases their activities beyond the field.
