Kenyan sportsmen and women need to take control of their destiny by building their own brand through marketing themselves beyond their comfort zones.
Marketing firm IMG Kenya’s chief executive officer, Peter Gacheru says sportsmen and women are capable of building their personal brand and profiles without necessarily relying on agents.
Gacheru advised athletes to start growing their image by cashing on their fame and popularity by engaging their fans on different issues away from their usual performance in their respective disciplines.
Gacheru, a communication and sport marketing expert, was speaking at last weekend’s National Olympic Committee of Kenya (NOC-K) webinar dubbed “From Champions to Stars.”
The webinar, which was moderated by Royal Media Services’ Sports Editor Mike Okinyi, saw the panelists, that also included Kenya Sevens rugby star Collins Injera and 2014 Commonwealth 5,000 metres champion Mercy Cherono, engage in lively discussions.
Gacheru advised athletes to use their social media forums that are now popular across the world to tell their stories and engage the fans in what they are doing outside their sporting world.
“They can share their workouts or training with their children or can adopt a school where they can be going to engage students is activities like farming or something outside sports,” said Gacheru adding that sports has become a business.
Stay consistent
Gacheru said that they will be able to grow their fan base on Facebook, Twitter, Instagram or another social media platforms if they stay consistent or regular besides striking a balance.
“If you want to be a star today, you cannot be away from social media. Start with simple things like bio line that explains who you are and what you do,” said Gacheru, who advised the athletes to desist from the mentally of always expecting corporates or the government to help them.
“There is more to what the corporates need from athletes. They want high values. Yes, you are a champion on the field but what remains if that is removed?” Asked Gacheru, adding that nobody is a born a leader and that one has to create the status gradually.
Cherono talked about how she lost her Nike sponsorship upon taking maternity leave, yet some other athletes who are no longer active in sports were still getting endorsed by the shoe sponsors. She also defended fellow athletes on being media-shy.
“We need to get used to the cameras and also the language of communication. Sometimes you cannot say exactly what you feel,” Cherono said.
