East African Breweries sponsorship deal bound to have positive effect on the Kenyan league

The Sh170 million spread over three years is definitely an open boon to the league that has lacked a title sponsor for the last decade

The sponsorship deal for the Kenyan Premier League (KPL) by East African Breweries Limited (EABL) is bound to have a positive effect on the competition.

The Sh170 million spread over three years, is definitely an open boon to the league that has lacked a title sponsor for the last decade.

It means clubs will get in some more income to supplement what they get from the league’s media partner Supersport.

In the deal, EABL will sponsor football events and other activities managed by the KPL in return for a sponsorship fee.

EABL will also be the appointed exclusive alcoholic beverages company authorized to sell and distribute its portfolio of brands at KPL events and will be the official beer sponsors of the KPL activities.

KPL Chief Executive Officer Jack Oguda says this is a step in the right direction in making the league even more competitive.

“For four years we have been chasing a title sponsor. Now we are seeing something coming up. We hope all the loose ends will be tied before the final unveiling of the sponsorship,” said Oguda.

 “It is a manifestation that corporates are coming back to sponsor football in the country. We need more of these, clubs need sponsors to supplement what we get from the broadcast sponsors and title sponsors,” added Oguda.

“We will continue sourcing for more partners. Football is fast growing in this country and the interest is growing which is good especially for the small teams.”

With more income, clubs will be able to pay their players well and also sign better players from both locally and abroad.

The sponsor will also get value for money as most matches are broadcast across Africa.