This archive report was first published on 7 June 2020.
On June 7, 2020, a National Olympic Committee of Kenya (NOC-K) webinar titled 'From Champions to Stars' took place, where marketing experts shared valuable insights on how athletes can grow their personal brand.
According to Peter Gacheru, the CEO of IMG Kenya, a marketing firm, athletes have the capability to build their personal brand and profiles without relying on agents.
Gacheru emphasized the importance of athletes engaging with their fans on various issues beyond their sporting performance, leveraging their social media platforms to share their stories and experiences.
He advised athletes to use their social media to share their workouts, training sessions with their children, or adopt a school to engage with students in activities outside sports.
"Sports has become a business," Gacheru said, adding that athletes need to be consistent and regular in their social media presence to grow their fan base.
He also cautioned athletes against relying on corporates or the government for help, stating that they need to create their own value and status.
Collins Injera, a Kenya Sevens rugby star, and Mercy Cherono, a 2014 Commonwealth 5,000 meters champion, also participated in the webinar, sharing their experiences and insights on how athletes can grow their brand.
