Being on top of athletics world opens new doors for Kenya

Opinion and Analysis

A fan holds up a flag as he waits for the arrival of the Kenyan team to the 2015 IAAF World Championships on September 1 at the Jomo Kenyatta International Airport in Nairobi. AFP PHOTO  

By MARTIN DIAS

Major world economies are based on multiple and diverse sectors that channel their output to the national basket and further contribute significantly to their continued stature in the global economic position.

With the changing world, talent, innovation and creativity are some of the new areas that global markets are cashing in on. This is mostly seen in sports which have placed little known countries on the international radar, attracting lucrative investments.

Deriving from Kenya’s top performance for the first time in the just-concluded IAAF competitions in Beijing, the publicity and celebrations that come with such acclamation have huge potential to bring along goodies generated from international attention.

Sport is actually a marketing tool that creates awareness on what is less anticipated in other countries. Local athletes’ performance raises curiosity on the international scene about Kenya, a fact that automatically attracts more tourists to the country.

As all eyes were on Kenyan athletes at the world competition, it was obvious that many people were asking: “Who is Kenya and how did such a developing country beat even superpower nations?”

Countries that perform well in international sporting events normally depict stability in governance. Stability is a bridge that attracts visitors in large numbers to experience the culture that is shaking the world of sports.

Sports is no longer viewed as an entertainment activity, but is also tapped to boost economies. To prove this, countries often face fierce competition for the opportunity to host the World Cup or the Olympics or in our case the IAAF World Championships.

Apart from national glory, what economic benefits can host countries gain from accommodating this world-renowned event? Many estimates suggest that long-lasting gains can be made from hosting the games — from employment opportunities and boosting the economy, to the legacy of national infrastructure.
Organising a large-scale event can offer host countries opportunities to make massive new investments in a variety of sectors.

The host city often benefits from expanded airports, better stadiums, improved transport systems and better IT services. The World Cup, for instance, can provide economic stimulus and focus for far-reaching projects and accelerate infrastructure project completion.

South Africa, which hosted the 2010 World Cup, experienced tremendous economic change in the region which made commercial life much easier for the residents, with new roads, transport links, telecommunications and infrastructure.

Investment in stadiums created 6,000 new construction jobs and the security demands of the tournament meant that the country had an additional 40,000 police officers during the games.

There has also been a reputation boost for South Africa that has helped to bring inward investment and visitors. While the initial estimate was for 450,000 foreign visitors, figures from the South African Home Affairs ministry suggest that 200,000 extra foreign World Cup fans arrived for the tournament.

Reports have shown that countries that host sporting events have an opportunity to raise their profile in the eyes of international communities and even form new allies.

It is an invaluable advertising platform for a country through massive media coverage and showcasing of the cities, natural beauties and other scenic attractions that can be visited by foreigners attending such events.

For a country that is struggling with limited resources amidst a growing population of unemployed youths, it will be prudent for the government and stakeholders to take advantage of our dominance in athletics to attract investment and encourage a sporting culture.