Kenya Breweries Limited (KBL) through its flagship beer brand Tusker will be an official partner for Team Kenya during the Birmingham 2022 Games slated for 28th July to 8th August 2021 in Birmingham, England.
This follows the company’s announcement of KSH14 million sponsorship to the team through the National Olympics Committee of Kenya (NOC-K), the body responsible for the selection and preparation of the Kenyan Team that will participate in the games.
Speaking during the announcement, KBL Managing Director John Musunga said that the sponsorship is part of the company’s long-term commitment to supporting sports in the country.
“Kenya Breweries is excited to renew our long-standing relationship with Team Kenya. Through our flagship beer brand Tusker, we have continued to promote sporting endeavours in the country and the Commonwealth Games is the ideal platform to further this support. We believe this partnership will continue to ensure our sportsmen and women have the required support to shine and showcase their undoubted talent”
He noted that sports represent a key factor that brings Kenyans together, an aspect he said the company will continue to be involved in now and in the future.
“This year, as a company, we are proud to mark 100 years of existence and as we do so we continue to champion everything that is loudly and proudly Kenyan. Sports has and will continue to unite us as a country and we want to continue to work with our friends at the National Olympic Committee to ensure we use this unique platform for the progress of the Kenyan sporting story”
Speaking during the event, Deputy Commissioner of Sports at the Ministry of Sports, Culture & Heritage, Jaxon Indakwa reiterated the government’s commitment to continue to work with the private sector for sports development in the country.
“I would like to assure you of the Government’s commitment to continue working closely with the Corporates like Kenya Breweries to ensure our athletes get the required backing to perform at the highest level. We believe that public-private partnerships are key components in our efforts to build a stronger sporting ecosystem in the country across all sporting levels,” said Indakwa
On his part NOC-K President Paul Tergat thanked KBL for their continued support, noting that the sponsorship will go a long way in ensuring adequate preparation for the traveling contingent.
“We are grateful to KBL for their continued support for Team Kenya. This is the third consecutive international tournament we have worked together in the recent past and the sponsorship speaks volumes to the brand’s continued commitment to the growth and development of sports in the country. We are pleased that they have continued to stand with us, and we are sure the backing will no doubt be very important in preparing the team representing us in Birmingham,” said Tergat.
KBL has a long history of supporting sports in Kenya as a means of connecting with its consumers. In football, the company owns and sponsors Tusker FC, and has previously been among the main sponsors of the Kenya Premier League. The company also continues to support rugby events in the country through partnerships with Rugby unions and teams.
Following KBL’s role in Tokyo Olympics in 2021, the company is looking at cementing its sporting association by looking further at Paris Olympics in 2024. In its Centenary year, KBL has continued to up the ante in the sporting arena through the launch of its newest property Tusker Nexters a new property that is seeking to support the next generation of musical and sporting stars for the future.
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