Category Archives: Sports business

Ineos 1:59

Today Kenya stood still, and the world watched as Eliud Kipchoge ran a specially staged marathon in Vienna Austria completing it in under two hours. The event dubbed “Ineos 1:59” was an unprecedented partnership event, backed by British chemical company Ineos and its billionaire Chairman,  Jim Ratcliffe.

Kipchoge ran the 42 kilometre-length course on a time of 1 hour 59 minutes and 40 seconds, dipping under the two-hour mark for the first time in marathon history. This was his second attempt at breaking the milestone mark. He had tried this in May 2017 and come 25 seconds short in another special run at the historic Monza Formula One track in Italy. That was in a project supported by Nike, dubbed “Breaking2.”

Eliud Kipchoge is currently the world record holder for the marathon with a time of 2:01:39 that he set at the 2018 Berlin marathon. He is also the reigning Olympic champion (2016 Rio games), and at 34 years old, has won 12 of 13 competitive marathons he has entered since 2013 including the London marathon four times, and the Berlin marathon three times.

Also used in support of the Ineos 1:59 challenge was an electric-powered Audi SUV, driven at a constant pace throughout the race, that projected laser beams to guide Kipchoge and his rotating team of forty-one elite pacesetters from across the world – Japan, Australia, Switzerland, Turkey, USA, Uganda, Ethiopia, and several of his Kenyan compatriots

Local brands that have supported Kipchoge include Safaricom and Isuzu East Africa who signed him up as a brand ambassador in September 2017.  And last week, Safaricom changed its M-Pesa brand to read “Eliud 1:59” for seven days and rolled out a free 1.59 gigabyte data bundle to enable Kenyans to watch Kipchoge’s run on their phones or their home devices via YouTube.  It is reported that over 3 million subscribers signed up for the special data bundle. 
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Sports betting on ice as Sportpesa and Betin shut down in Kenya

On the last Saturday of September 2019, top sports betting companies, Sportpesa and Betin, separately announced an effective end of their operations in Kenya.

Sportpesa posted a statement on their site saying that Kenyan tax administrators had misunderstood revenue generation in the betting industry  – and that the company would halt all brand operations in Kenya as a result. Earlier, Sportpesa management, without citing  numbers, had said that they had settled all matters with Kenya Revenue Authority (KRA), but have still been unable to obtain renewal of their license from the Betting Control and Licensing Board (BCLB)

Then last week on Wednesday, Sportpesa moved to lay off about 400 employees.

Meanwhile, Gamcode (trading as Betin Kenya) also issued a memo to all employees terminating their jobs as the company had not been operating since July 2019. They said they had been trying to resolve for three month’s as such all jobs would end on October 31.

Betin had several big media campaigns with Kenyan soccer star McDonald Mariga, who has unexpectedly stepped into politics and is now in the middle of campaigns to take up the vacant Parliamentary seat for Kibra constituency, following the death of popular MP, Ken Okoth.

By now, with the English Premier League on, local sports pages would have full-page colour advertisements of weekend and mid-week match betting odds and jackpot opportunities. Sportpesa also had significant spending in Europe sponsoring the Racing Point Formula One  team and Everton in the UK premier league and those teams still adorn  Sportpesa brands.

The claims of banning sports betting have been varied, with their destructive influence on young Kenyans, tax evasion and money laundering at different forums. Even a former Chairman of the Betting Control and Licensing Board, Kimani Kung’u, questioned whether non-payment and non-compliance with taxes was behind the freeze on the top betting companies.

In an interview with Radio Jambo in July, Kung’u said that the revenue of betting companies at the end of 2018 was between Sh20 billion and Sh25 billion and that there is no way that could have risen to Sh200 billion by mid-2019.


There have been three groups of companies: The group of 26 companies that were banned in July 2019 included: Mozzartbet, Sportybet SportPesa (Pevans E A Ltd), Betyetu (Oxygen & Gaming EA Ltd), Betin (Gamcode Ltd), Betway (Blue Jay Ltd), Easibet (Dreamcall Ltd), Betpawa (Gaming International Ltd), Betboss (White Rhino Ventures Ltd), Elitebet (Seal Capital Ltd), Dafa bet (Asian Betting & Gaming Ltd), Lucky 2 U, Cheza Cash (Sekunde Technologies), Palmsbet (Advanced Innovation Ltd), 1X Bet (Advanced Gaming Ltd), Saharabet (Sahara Game Technology Ltd), Bungabet (Galaxy Betting Ltd), Kick Off (Kick Off Sports Bar Ltd), Kenya Sports Bet, Eastleighbet (G&P Trading), and Premier Bet Ltd.

Those reportedly cleared later by KRA in July 2019 include Mozoltbet, East bet,  Lucky 2u, Eazi Bet, Kick off, Eastleighbet, Palms Bet, Bet boss, Betway, OdiBets, Mozzartbet and Ken Bookmakers.

Those xleared in August 2019 include Oyster, CityBet/EAF Galaxy, Shop & Deliver, Kareco, Playco, GrayHoldings/GameCo/Shabiki, NZ Mobile, Cheza Gaming, Hanstaunton Technologies/LottoCoLLP, and Zumabdu/Betlion.

None of the relicensed firms appears, so far, to have the impact and reach of Betin and Sportpesa.

Winners from the shutdown:

  • Moses Kemibaro has done a nice piece about the impact that the ban on Sportpesa and Betin has had on their web traffic and that of the other companies that have come to benefit from new betting activities, including Betika. He writes that “The biggest winners from Kenya’s sports betting armageddon are undoubtedly Betika, Odibets, MozzartBet Kenya and Kwikbet Kenya who have grown massively in terms of audiences and traffic during the last couple of months.”
  • The Internal Security Minister has said that Kshs 200 billion that was previously leaving the country through sports betting firms, is now being spent locally, boosting the local economy.

Losers from the shutdown include:

  • Media companies and newspapers: Gambling companies were among the top advertising spenders in the country up till this year. They would have about two color pages in all the newspapers, radio & TV ads, and several billboards across town. But as of this weekend, the newspapers are devoid of the advertisements except for small ones by Mozzartbet (for a 10 million jackpot for 50 shillings) and Betika (register and bet via USSD, with no data bundle required for a 100 million jackpot for 49 shillings). 
  • The Kenya Premier League, which is limping since it lacks a top sponsor. Sportpesa had stepped in after Supersport had pulled out in protest at an ill-advised decision by the league to increase the number of participating teams from 16 to 18.
  • Telcos: Bettors and betting companies generated messages with every bet that incurred fees and bets were settled by mobile money payments. While companies are considering cards as a payment option, that is a minority that lags compared to mobile money usage.

EDIT Oct 11 2019: 

Betin Kenya released a statement, saying that they, as a company, were fully tax-compliant, and that the betting industry had collectively paid Kshs 10 billon ($100 million) in taxes in 2018, but that the government had refused to renew its license, causing it to lay off its staff and shut down its retail outlets.

EDIT: Jan 14 2020

Betway announced a three year sponsorship of a soccer tournament that will feature 48 teams.

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Africa: Sports as a Business and a Brand

At the ongoing Africa Cup of Nations in Egypt, the visual imagery of almost-empty stadiums is a powerful narrative. But not the kind that African sports, African football, or corporate sponsors deserve.

The empty seat syndrome suggests that football fans are voting with their feet, or better still with their backsides. Fans are choosing not to watch live football events, and instead are opting in increasing numbers for the ‘intimacy’ of their crystal clear digital flat TV screens, or not all.

Before Egypt’s stunning 0-1 loss to South Africa in the round of 16, the host country was the only team able to attract 70,000 fans. Other than when Mo Salah and the Pharaohs have been on the field, most stadia across Egypt have at best attracted an average of 5,000 to 7,000 fans.

Official broadcast camera crews have done a creative job minimizing the visual gaps of empty seats. But wide camera angles reveal the obvious … a lack of attendance and public enthusiasm, in spite of the presence of some of the biggest names in world football on the field.

In European football leagues, where many of the stars in Egypt ply their trade, fans pay mega bucks to see the likes of John Mikel Obi, Ahmed Musa, Sadio Mane, Ryahd Mahrez, Nicolas Pépé, Wilfred, Zaha, and Kalidou Koulibaly.

Which is why the empty seats in Egypt are both stunning.

Admittedly, Egypt bailed CAF out and should receive well-deserved credit for coming to the rescue and hosting the African Cup of Nations, with barely 6 months notice, when the original hosts were sanctioned due to shoddy preparations.

Nevertheless, the lack of attendance in Egypt speaks volumes high ticket costs; the timing of matches bang in the middle of work days; the difficulties faced by national team supporters in obtaining entry visas to Egypt; and challenges with the Confederation of African Football’s complicated online ticket purchasing system.

It should not be so. This after all, is the most important event in Africa’s sports calendar. At least, it used to be before England’s Premier League, Spain’s La Liga, Italy’s Serie A, and Germany’s Bundesliga captured our collective imaginations.

The end result is that where once 30,000 to 70,000 fans a week watched highly competitive domestic football leagues across Africa, the empty seat syndrome has been the norm for almost two decades. It is not unusual to have less than a thousand fans in a stadium that seats 30,000.

The lack of fan attendance has obvious economic and financial implications across the sports value chain for team owners, sports federations and confederations, players, sponsors, advertising and marketing agencies, merchandisers, vendors, and local communities who once counted on fan attendance to boost fledgling economies.

What’s responsible for the increasing slide in fan attendance?

1. Poor facilities
2. High ticket costs
3. A lack of reliable transportation to and from venues. As well as sufficient and secure parking.
4. Increasingly crude behaviour and violence at event locations.
5. Technology. Mobile phones and Apps that carry events live as well as a plethora of entertainment alternatives. In other words, once big events are no longer the main gigs in town.

So, what can be done to reverse the trend? Here are 5 quick suggestions.

1. It can no longer be business as usual. Africa must run sports as a professional business. This includes the right infrastructure, training facilities, attractive pay scales for professional athletes who now consider anything less than a European league appearance, a professional failure.

Regrettably, as with Africa’s overall propensity to simply export raw materials instead of adding value to what we produce, we are doing the same with football and many other sports. Africa has a tremendous abundance of potential talent that for the most part (with the exception of South Africa, Kenya and Ethiopia) we add little or no value to. Instead, millions of genetically blessed athletes are simply waiting or begging to be ‘found’ on the cheap by European and American sports teams. Why? Simply because we fail to see diamonds in the rough and because we are unable to add value to the potential of what for now seems to be rough stones.

2. Modern and professionally maintained facilities: In sizzling hot Africa, we must invest in covered stadia. When I can sit in front of my big screen TV in my air-conditioned living room, why would I want to subject myself to temperatures that I swear have gone up a number of notches in recent years?

3. Sport is a spectacle. This includes everything including pre-event and half time entertainment to keep fans with short attention spans upbeat and engaged.

4. Give back to the fans: Essentially, engagement in the 21st century must change. It’s time to give something back to fans rather than fleecing them at every opportunity with sub-standard services and products. It would seem to me that sports teams could offer something as simple as raffle draws that reward fans with extra game tickets, signed player jerseys, visits with select players, or products from local sponsors. Professional marketing firms can come up with an endless list.

5. Make sports big and make it a win-win proposition:  Real Madrid F.C. and Barcelona F.C. for example, are not owned by a few rich individuals. Instead, they are owned and supported by thousands of shareholders known as ‘socios.’ Across Africa, it’s time to change the numbers game – in ownership, money, and attendance – by giving fans a seat at the table.

These are just a few quick ideas. However, the running of sports in general and football in particular as a business and a brand proposition, will require honest analysis, political and financial will, and a collective approach.

It must be if Africa is to unlock its sports potential and turn millions into billions.

Dr. Victor Oladokun, is the Director of Communication and External Relations at the African Development Bank
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Guide to Baku, Azerbaijan

Getting There: Qatar Air was the best, and the only real option picked by our travel agent. We booked tickets early and they cost about $1,000 for a round trip. The flights are Nairobi-Doha and Doha-Baku with a total journey time of about eight hours. Our layover in Doha was short and we had to sprint through the airport to get our connecting flight. Fortunately, we had received boarding passes for the Baku leg in Nairobi, but in the rush, we lost some documents.

In the weeks before departure, there was some confusion about how to obtain a visa to enter Azerbaijan. The country has an e-visa page, but the pull-down menu of country choices does not list Kenya. Some other travellers going for the race chose South Africa as the nearest country to complete the e-visa application but we chose to wing it.

The Formula One race is a big business deal in Baku, and there was a Presidential directive on the internet that the Government of Azerbaijan would offer visas on arrival for F1 fans coming to attend the race. We had arrived early for check-in for our flight in Nairobi which was a good thing as we had to haggle with the Qatar Air staff and make some calls as they checked a book register of passengers. Eventually, they allowed us to proceed and board. There was no issue in Doha, other than the sprint across to catch the connecting flight.

On arrival at Heydar Aliyev International Airport (GYD) in Baku, there was a special desk section for F1 fans with special ushers around, dressed in F1 garb, ready to assist. You showed your ticket, paid a $26 fee, and were issued with a 30-day single-entry visa. Note: We had bought our tickets through the official F1.com site and they arrived two weeks before the race, delivered from the UK by DHL to Nairobi.  

For other fans who already had applied for and got e-visas online, they could walk up to airport machines and get served.

After getting an e-visa, you then proceed to the immigration area.  There, they ask a few questions about the purpose of your trip, and you also have to provide an email and phone number (we gave Kenyan ones).

if you intend to stay for more days in the country, you have to register online within 10 days of arrival and even the hotel you are staying at can process this

Getting Around: Baku is a small city and we walked end-to-end across it on different days. There was no need for taxis as it’s a very walkable city with lots of sights. We took a taxi from the airport that cost 50 Manat for a distance of about 40 kilometers using an unofficial cab (the official airport ones charge 70 Manat) and that was the only ride we hailed. All cabs are old Mercedes cars. As you walk around, note that weather changes were quite abrupt from sunny to cloudy. days were ok, but the nights were chilly.

Where to Stay: We had made a reservation at the Viva Boutique using Booking.com which we had made a while back and the rate was about $120 (200 Manat). They cost much more if you have booked late. Hotels tend to block off and charge higher fees for Grand Prix weekends with a room at about 400 Manat on race day while other hotels  charge 800 Manat. 

The hotel is not far from the track and we walked to different events of the race weekend.

We had arrived a few days before the race and had made an Airbnb reservation for the first few days. The homeowner had offered to pick us up from the airport, and we had even negotiated an amount for this. But after clearing immigration, the Airbnb host was not answering his phone and we got worried. So we went to the hotel and negotiated for extra nights.

What to Eat: Restaurants are many, from local ones to others serving common international cuisines such as London Pub, McDonald’s and Starbucks.  Local restaurants had many dishes which we did not try. They have chicken served in many different styles and we ate a lot of chips and bacon.

Staying in Touch: It’s usually advisable, when visiting a new country, to get a local phone SIM card, in order to avoid roaming rates that are very expensive. We got Azercell lines from a booth at the airport that cost about $20 which came with lots of minutes, SMS and a 10 GB data bundle that lasted the whole trip. This enabled lots of phone chats, browsing, and sharing of images and videos from the Baku trip with friends. However, like in a few other countries, you can’t make phone calls on WhatsApp – a VPN is advisable for that.

Shopping & Sight-Seeing: The local currency is called the Manat. It’s quite strong $1 = 1.70 Manat (so a Manat is ~$0.6 or ~EUR 0.5). Credit cards work well here for most purchases, but it is always a good idea to call your bank before you travel to any country.

Sights to see on the streets of Baku are the full-grown trees, especially in the old city section. The buildings also have interesting architectural designs, walling and engineering of tiles on newer buildings.

Baku is a small town. Malls are modest in size. Some kiosks are rather expensive, compared to the supermarkets.  By Monday, after the race, malls were quite empty.

One popular tourist attraction is Yanar Dağ, (“burning mountain”), a natural gas fire which blazes continuously on a hillside on the Absheron Peninsula on the Caspian Sea near Baku. Tourist charges to visit are 2 Manat each.

Race Day:  The race is at 4:10 PM, which is late compared to other F1 races, and Baku is an hour ahead of Nairobi. 

We had great seats across the pit lane that cost about $500 and it was a fun vantage point. The race itself was kind of anti-climactic given the dominance of the Mercedes team who recorded their fourth consecutive 1-2 finish in 2019, and pre-race favourites Ferrari again seemed lost. The stage was set on Friday, during practice, when one of the cars from team Williams ran over a manhole cover which had come loose. This caused extensive damage to the car and the session had to be stopped. Other teams, including Ferrari, had their practice time limited as a result and this may have contributed to their Sunday pace.

During the weekend, we did the pit-walk to view cars up close in the garages. Many F1 races now put on huge musical concerts to entertain fans from across the world who have come to attend, and this year Baku had American rap star Cardi B performing on Sunday night, after the race.

Odd Points: You can exchange foreign currency with no questions asked and no need to show any identification (ID) in Baku.

A guest post by @asemutwa who travelled to watch the Formula 1 Socar Azerbaijan Grand Prix 2019 race in Baku.

Also see this other race trip report.- Guide to Abu Dhabi.
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Reading the Kenya Rugby tea leaves

The Kenya Rugby Union held its annual general meeting on March 20. On the agenda too was the election of officials, including a new Chairman.

Officially called the Kenya Rugby Football Union (KRU)  the AGM came after a tough year, for the sport. Kenya does relatively well in international rugby, with its colourful ‘Sevens’ team featured on television broadcasts and with a loyal fan following around the world. The sevens team is currently ranked number 14 (after finishing number 8 in 2018)  and sometimes features Collins Injera, the all-time top try scorer.

But the team and the sport is rankled with management and funding issues, and while some corporations have supported different rugby series, competitions, and programs, there are still issues of team selection, coaching support and player welfares. During one series in Paris, the sevens team covered up logo of their shirt-sponsor, Brand Kenya, in protest over not receiving their allowances by the time they started their matches, and that drew the wrath of Kenya’s Tourism Minister, Najib Balala, who angrily cancelled their sponsorship contract, only to reinstate it a few days later.

AGM: The meeting was held after members overruled a request from the Government for them to postpone the AGM. The financial accounts of the Kenya Rugby Football Union (KRU), audited by PFK auditors, were shared with members at the meeting.

What do they tell us about the state of rugby?

Income: The income for 2018 included national squad income of  92 million (down from 117M in 2017), annual competitions income of 80M (up from 17M in 2017), World Rugby 21M and World Rugby sevens team support of 20M. There was also other income from jersey sales of just Kshs 736,000.

The annual competition income included 35M from Radio Africa and 9M  from Stanbic. East African Breweries donated 24M and 15M in 2018 and 2017 respectively while tickets sales in both years were 5.5M and 11.6M respectively. 

Of the national squad income in 2017, 97% of that (Kshs 113 million) came from Sportpesa, who later withdrew all sponsorships in protest at the Government increasing taxes on sport betting companies.  The 2018 income was more balanced, with Kshs 52M from the Government, and 20M from Brand Kenya as, to their credit, the Government fulfilled a pledge, at least for rugby, to plug the hole left by the Sportpesa departure.

In 2018, they also got 18M from Bidco, and enjoyed use of a vehicle that was donated by Toyota Kenya and containers from Bollore Logistics. Sponsorship income in 2017 included Kshs 20M from Wananchi (Zuku), Tatu City 5M, 4M from Bidco and a 2M bonus payment from Sportpesa

Expenses: In 2018, Kshs 132 million was spent on national squad operations (comprising 65M for the sevens team and 57M for the 15’s team), and 38M on competitions (comprising 10M each for club subsidy and the Safari Sevens tournament, and 8M each for international matches and the national sevens circuit). On rugby development, 10M was spent while 40M went towards administrative expenses (including 21M of salaries and 6M million on marketing and agency – which was down from 20M in 2017).

Overall: The Kenya Rugby Football Union (KRU) took in Kshs 227 million in 2018 and spent the same amount to end with a Kshs 527,104 surplus. The year before it took in 212 million and spent 247 million, resulting in a deficit of Kshs 36 million.

KRU has an accumulated deficit of Kshs 61 million, on its balance sheet with current liabilities of Kshs 120 million far greater than its current assets of Kshs 47 million. KRU had a negative bank position of minus 1.9M in 2018 (comprising a cash balance of Kshs 661,822 and overdraft of 2.5 million. They are owed 47M in receivables but owe 118M in trade payables (62M) and accruals of (50M)

These items were flagged by the auditors who also noted that KRU does not have a tax exemption certificate and the Society has made no provision for the payment of corporate tax.

Elections and Way Forward: The campaign manifesto of Sasha Mutai, one of the candidates for Chairman, was circulated online a few weeks before the election. In it, he articulated his plans including, short-term ones of settling the KRU debt, encouraging more (tax-eligible) corporate sponsorships, ensuring salaries are paid on time, supporting programs to nurture more women and schools rugby, increasing broadcast coverage and improving player welfare (including providing health insurance). His long-term goals include building an affordable national rugby stadium at Kasarani and to have Kenya qualify for the 2023 Rugby World Cup in France.

After the votes were counted, George Gangla was elected to succeed Richard Omwela as the  Chairman of the Kenya Rugby Union. He received 33 votes against Sasha Mutai 20 and Asiko Owiro who got two votes.  Geoffrey Gangla is the CEO of Genghis Capital, an investment bank while Omwela is Chairman of Scangroup and a managing partner at a leading law firm – HH&M.
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