Sponsorship in football is a business model where funds are provided to a team to facilitate it throughout the season.
From the funds, teams purchase essential assets such as team kits, equipment and training facilities.
Sponsorship as a relationship between a provider and a team benefits both in the sense of marketing for the former and facilitation for the latter.
Other benefits include branding, increasing sales and publicising events.
Sports have a wide variety of disciplines from athletics, to football, basketball, rugby, swimming among many more which attract different sponsors.
Currently, the Kenyan Premier League still runs despite lacking a title sponsorship.
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On March 19, the Ministry of Sports, Culture and Heritage through their social media platform clarified the requirements one should have in order to sponsor sports activities in Kenya.
“Any person sponsoring sports activities must seek prior approval from the Cabinet Secretary responsible for sports on the amount he intends to spend,” the letters read.
The letter stated that upon approval by the CS the approval shall be communicated in writing to the Commissioner General, Kenya Revenue Authority at the beginning of the year of income.
“This is, therefore, to bring to your attention the above for your attention and action. This office shall, henceforth, consider and approve such budgets in line with the above steps.
"I encourage all sponsors and partners to ensure most of the allocations are athlete-centred," the statement read.
According to the Kenyan constitution, the expenditure incurred in that year of income by a person sponsoring sports, with the prior approval of the Cabinet Secretary responsible for sports shall be deducted in computing for a year of income the gains or profits chargeable to tax.
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