President William Ruto has today criticized Kenyan businessmen for failing to seize opportunities during the Paris 2024 Olympics. Speaking at the Eldoret State Lodge, where he awarded medal-winning athletes, Ruto lamented the absence of Kenyan sports merchandise in the French capital.
“Our business people are sleeping on the job. How can people be looking for Kenyan sportswear and sports gear in Paris and there is nobody to sell?” Ruto questioned, highlighting a missed opportunity to capitalize on the athletes’ success that had generated international interest.
The President expressed concern that a substantial customer base eager to buy Team Kenya kits was left without access to the products. He encouraged local entrepreneurs to invest in and commercialize Kenyan sports gear. “I want to encourage more business people, enterprises, and companies to commercialize our sports. Put in the money for us to have that brand that is Kenyan.”
However, President Ruto’s criticism comes amid a partnership where Team Kenya is exclusively kitted by Nike, which manufactures and distributes team apparel under a contractual agreement. Nike’s products, including the Team Kenya running tops and hoodies, are available online, raising questions about the potential for local vendors to sell the official kits.
As the government pushes for expanded sports infrastructure and a robust reward system to encourage young athletes, the call for business involvement in sports commercialization remains crucial to leveraging national pride and economic opportunities.
