Safaricom Sevens 2010

Action from Safari Sevens. Picture by DAVID NDERITU

Listed telecoms company Safaricom has taken up the title sponsorship of Africa’s premier Sevens rugby tournament, Safari Sevens.

Following the signing of a three-year deal with the Kenya Rugby Football Union (KRFU), Safaricom announced today a sponsorship package towards next year’s event which will now be known as the Safaricom Sevens.

The sponsorship is divided into two parts. Ksh22 million will be directed towards the running of the annual tournament. A further Sh3 million will be spent on sponsoring a Media Centre for the event.

Speaking during the signing ceremony, Safaricom Chief Executive Officer Michael Joseph said sport was a key pillar of the company’s engagement with its market.

“Sport is not just a core mandate of our corporate giving but a major component of our expanding brand asset portfolio. We are glad to welcome Safaricom Sevens into this family that already includes The Safaricom Marathon, Safaricom Sportsman of the Year Awards (SOYA) and the Safaricom Gusii Golden Series, among others,” Mr. Joseph said.

“The Safari Sevens is an iconic event, which has been a major platform not just for marketing Kenya as a destination for sports tourism but also giving the sport of rugby a higher profile in this country and beyond. Safaricom, being one of the foremost Kenyan brands, is proud to be associated with it,” he added.

Speaking at the same event, KRFU Chairman Richard Omwela said the tournament would retain its traditional format of 16 teams, although the union is contemplating increasing the number of participating teams.

Invitations to next year’s event had already gone out to all the teams that participated in this year’s tournament, including South Africa, Fiji, and France, Zimbabwe, Tunisia, Uganda, Japan, Kenya, Tanzania, Zambia, Bristol University and Greenoble of France.

“I am delighted that Safaricom has finally come on board after many years of courtship. Being associated with the largest telecoms service provider is a big statement and we welcome Safaricom with both arms,” he said.

Mr. Omwela said the national sevens’ team’s performance in 2008/9 season was “astounding” and hoped they could pick up where they had left off by establishing themselves among the top four in the world.

Since its inception in 1996, the Safari Sevens tournament has continued to grow in strength as more and more quality sides express interest in attending Africa’s premier 7-a-side rugby tournament. Safaricom is promising an even a better event come next year after taking up the title sponsorship.

Released by KRFU Media

Popularity: 15% [?]