SBS hosts Inaugural Sports Business Roundtable

On May 9th, 2024, Strathmore University Business School proudly hosted its inaugural Sports Business Roundtable, an event poised to reshape the dialogue surrounding the intersection of sports and commerce. Under the banner of ‘Advancing the Game,’ the aim of the monthly Roundtable discussions is to feature featured a dynamic blend of panels, discussions, and presentations, showcasing insights from esteemed sports practitioners across entrepreneurship, media, law, and e-sports.

While launching the Roundtable meetings, Dr. Vincent Ogutu, the Vice-Chancellor of Strathmore University, set the tone by emphasizing the profound significance of sports in shaping character and fostering values such as discipline and perseverance. And also, as a platform for stakeholders from across the spectrum – from athletes and sports federations to media executives and legal experts – to converge, collaborate, and chart a course for the future of sports business in Kenya and beyond.

“Let’s revive the true spirit of sportsmanship and integrity. The country’s and Africa’s appetite for sports is vast, signaling immense potential for growth and opportunities. Let’s harness this hunger and unlock the continent’s sporting prowess”.

During the session, the Dr Ogutu extended an invitation for participants to join The VC Run, a noble initiative aimed at supporting underprivileged students across the region to pursue their academic dreams at Strathmore. He issued a compelling challenge to restore the essence of sportsmanship and integrity, highlighting the immense potential for growth and opportunities within the continent’s sporting landscape. And how together, we have the power to drive innovation, foster inclusivity, and ensure the sustainable growth of the sports industry.

Rosemary Okello-Orlale Director of the Africa Media Hub underscored the importance of leveraging sports as a vehicle for knowledge exchange and economic empowerment. And through the Roundtables, a strong partnership on Sports Business can be created in Kenya, region and globally.

The Roundtable featured notable speakers such as Sasha Mutai, President of the Kenya Rugby Union, who eloquently articulated the unifying power of sports amidst socio-economic challenges. Mutai’s insights shed light on the evolving perception of sports as a viable career path and applauded institutions like Strathmore for their commitment to nurturing sporting talent.

A focal point of the event was the diverse array of panel discussions addressing critical topics such as sports business and commercialization, media engagement, and legal frameworks.

Cynthia Mumbo of Sports Connect Africa highlighted the untapped potential for commercialization within Kenya’s sports federations, while Grace Kiraguri emphasized the importance of diversifying revenue streams. Tom Bwana raised important concerns regarding the integrity risks associated with commercialization, urging stakeholders to prioritize ethics.

In the realm of media engagement, Carol Radull advocated for increased online presence among Kenyan athletes to enhance their marketability, while Celestine Karoney emphasized the importance of ethical reporting to safeguard the integrity of sports journalism.

Legal experts, led by Khayran Noor, navigated the complex landscape of sports law, advocating for reforms to enhance the legal capacity of sports organizations and protect the rights of athletes and teams.

Participants at the Roundtable echoed a collective commitment to revitalizing Kenya’s sporting heritage and integrating the business of sports into the corporate landscape. With a shared vision for integrity, innovation, and collaboration, the inaugural Sports Business Roundtable marked a significant milestone in advancing the discourse on sports entrepreneurship and investment in Kenya and beyond.

Article by Richard Wanjohi