Geared up for Olympic greatness
Safaricom has supported Kenyan sports for decades – and it was no different at this year’s Paris Olympic Games, where the nation once again displayed world-class excellence on the track.
It’s a moment every sports-loving citizen loves to witness: an athlete born of Kenyan soil achieving victory at the Olympic Games. We marvel at their triumph over all odds, their passion for making it to the finish line and the pride of a nation carried on their shoulders.
At the recent Olympic Games in Paris, Team Kenya brought home 11 medals, a feat made possible by years of intense work.
Few know just how important training, sacrifice and the support of others are to those athletes gracing the Olympic podium – but Safaricom does.
Kenya’s largest technology company has long been a supporter of Team Kenya, and this year was no different. Safaricom was the official technology and payments partner for the Olympic and Paralympic teams, committing 30 million Kenyan shillings in cash and in-kind contributions, which included insurance, airtime and data bundles to support the athletes.
“This sponsorship reflects our commitment to supporting our athletes by empowering them with technological and financial tools,” said Safaricom CEO Peter Ndegwa during the sponsorship announcement. “Our athletes have worked hard to prepare for the Olympics and our support ensures they are also well prepared beyond the stadium, thanks to financial literacy workshops.”
Empowering athletes beyond the track
Olympic athletes face enormous hurdles when preparing for competitions at the highest level. They push their bodies and minds hard, determined to achieve their goals. But this means they often don’t have time to think about everything else that comes with being a world-class athlete – things such as media training and financial literacy to set them up for future success.
However, Safaricom recognises the importance of empowering Kenyan athletes with comprehensive financial and digital literacy, media training and personal branding. Ahead of the Paris Games, the company set up training sessions in Eldoret, Kasarani and Windsor for the Olympic and Paralympic teams.
At workshops held in July, more than 100 athletes and their coaches were given training on financial topics such as budgeting, saving, investing and understanding financial products and services.
For media training, they were armed with knowledge about how to represent themselves and Kenya with confidence and clarity.
Personal branding training included how they could market themselves to get endorsements from corporates, which would improve their financial situation while at the peak of their careers.
Faith Kipyegon, who brought home another gold medal at the Paris Games for the 1 500m to add to her existing two, as well as a silver in the 5 000m, says she felt empowered by the workshop. “An athlete’s career is very short and the lessons we got during the training sessions have opened my eyes to the need to save the little I get for the future.”
The world record and Olympic record holder was also announced as Safaricom’s brand ambassador for the “Sisi Wote Ni Mabingwa” campaign during the workshops.
“This initiative by Safaricom is truly commendable,” Faith said. “This training has provided us with valuable knowledge that will benefit us throughout our careers and beyond, helping us avoid the financial hardships that some successful athletes have faced in the past due to a lack of proper guidance and financial management.”
Spreading the joy
It’s not only athletes who were supported by Safaricom at this year’s Olympic Games. Four lucky Kenyans and their companions were given a fully paid trip to Paris thanks to Safaricom and Visa.
The trip included flights, accommodation, meals, drinks and stadium tickets for various events. CEO Peter Ndegwa was thrilled to be able to make it possible for the winners to enjoy the Games, as Safaricom believes in the power of sports to inspire and unite people.
“This will be a thrilling and historic moment for me,” said Michael Chege, one of the winners. “I believe this is the best gift ever Safaricom has offered me.”
Abdinasir Barre, another winner, was excited about the trip. “This is a rare opportunity,” he said. “I am a big fan of athletics, and I hope this trip will provide my spouse and I with an exemplary and unforgettable experience as we watch our athletes live on the biggest stage in the world.”
A timeline of triumph
Safaricom has long been a supporter of sports development in Kenya. For more than 20 years, the company has supported various sporting disciplines, including athletics, football, motorsports, cycling, rugby and golf.
Safaricom has invested more than KES 2.5 billion during this period with the view that sports can transform lives.
This support is very much present for Olympic and Paralympic athletes too – Safaricom has been an ardent supporter of Team Kenya over the years and invests an average of KES 100 million in Athletics Kenya every Olympic year. The business also announced a KES 10 million sponsorship for the Kenyan Paralympics Team to support their efforts at the Paralympic Games in Paris. But investment goes beyond supporting athletic training:
- In 2008 Safaricom provided phones, airtime and cash incentives for medal winners at the Olympic and Paralympic Games. Winners would receive KES750 000 for gold, KES500 000 for silver and KES250 000 for bronze.
- In 2012 the cash incentive was increased to KES 1 million for athletes who broke records and gold medallists. In this year, Safaricom spent more than KES 20 million in cash prize incentives for Olympic and Paralympic athletes. David Rudisha, who broke the 800m Olympic and world records, received KES 2 million from the company.
- In 2016 the National Olympic Committee of Kenya (NOC-K) received KES 5 million from Safaricom. As in previous years, the company hosted the team’s farewell event and provided phones and airtime to team members.
- In 2020 Safaricom provided the official ceremonial kit for Team Kenya, an investment of KES 20 million.
Celebrating success
In August, Safaricom hosted a gala dinner in Eldoret for the Olympic and Paralympic Games athletes, in partnership with NOC-K. More than 100 athletes and officials attended the event.
At the glamorous dinner, Kipchumba Murkomen, Cabinet Secretary for Youth Affairs, Creative Economy and Sports, said his ministry is ready to allocate resources to improve stadiums and other resources. He also pledged to work with the Athletics Federation to address challenges athletes may face.
The making of a star
The Olympics and Paralympics may come and go in a matter of weeks, but fans can still experience inspiring athletes’ stories, thanks to a documentary series developed by Safaricom and Team Kenya.
The series, which aims to leverage Safaricom M-PESA’s role as the official financial partner for Team Kenya, showcases athletes such as Faith Kipyegon, 800m gold medallist Emmanuel Wanyonyi and 800m bronze medallist Mary Moraa, among others.
The documentary series provides a personal insight into these incredible athletes with interviews with them, their families, their coaches and others talking about how they overcome challenges and their rise to the top.
Olympic champions from our Vodacom Group markets
While Kenya was the star of Africa at the Paris Olympics, it wasn’t the only Vodacom Group market that shone. South Africa, Ethiopia and Egypt brought home gold medals and more, while Tanzania, the Democratic Republic of the Congo, Mozambique and Lesotho were also represented.
| Kenya | ||
|---|---|---|
| Gold | Beatrice Chebet | Women’s 5 000m |
| Gold | Beatrice Chebet | Women’s 10 000m |
| Gold | Emmanuel Wanyonyi | Men’s 800m |
| Gold | Faith Kipyegon | Women’s 1 500m |
| Silver | Faith Kipyegon | Women’s 5 000m |
| Silver | Ronald Kwemoi | Men’s 5 000m |
| Bronze | Mary Moraa | Women’s 800m |
| Bronze | Faith Cherotich | Women’s 3 000m steeplechase |
| Bronze | Abraham Kibiwot | Men’s 3 000m steeplechase |
| Bronze | Benson Kipruto | Men’s marathon |
| Bronze | Hellen Obiri | Women’s marathon |
| South Africa | ||
| Gold | Tatjana Smith | Women’s 100m breaststroke |
| Silver | Tatjana Smith | Women’s 200m breaststroke |
| Silver | Bayanda Walaza Shaun Maswanganyi Bradley Nkoana Akani Simbine | Men’s 4 × 100m relay |
| Silver | Jo-Ané van Dyk | Women’s javelin throw |
| Bronze | Rugby sevens team | Men’s tournament |
| Bronze | Alan Hatherly | Men’s cross-country cycling |
| Ethiopia | ||
| Gold | Tamirat Tola | Men’s marathon |
| Silver | Berihu Aregawi | Men’s 10 000m |
| Silver | Tsige Duguma | Women’s 800m |
| Silver | Tigst Assefa | Women’s marathon |
| Egypt | ||
| Gold | Ahmed El-Gendy | Men’s modern pentathlon |
| Silver | Sara Ahmed | Weightlifting: Women’s 81kg |
| Bronze | Mohamed El-Sayed | Fencing: Men’s épée |
