Sports promoters can learn from Mandonga

That it took a Tanzanian boxer, Karim Mandonga, to popularise the weekend bouts hosted at the Kenyatta International Convention Centre (KICC) speaks volumes about failure by promoters, sports officials and public relations professionals to bring the tournament to the attention of sports enthusiasts.

Because of his gift of the gab, Mandonga — who has christened himself Mtu Kazi — has done the work that promoters ought to have done to get a paying audience to patronize the bouts in which he was but a curtain raiser.

The large turnout should send a signal to the government, corporate entities and sports associations that there is a growing interest in sports, what has been lacking is good management and a failure by organisers to get their message out in the right channels and in an appealing way.

Now that Mandonga has shown the way, the relevant stakeholders can ride on this new momentum to popularise various sports, tournaments and activities that Kenyans can patronise. In addition to generate new revenues, such engagements can also help to change social culture by giving the public alternative entertainment menus away from consuming copious amounts of roast meat and alcohol. What the weekend showpiece highlighted is that good organisation and appropriate messaging are key to hosting successful sporting events and creating an opportunity for sportsmen and women to shine and earn both money and public acclaim from their prowess.

It is, indeed, not too much to say, that Mandonga has, more than many people and institutions, brought the spirit of East Africa co-operation to life, and by acknowledging the assistance he received from the Tanzanian president and the Tanzanian High Commissioner to Kenya, he helped to spotlight the important role government officials play in facilitating sports people to step up and conquer the world. If Kenya’s sports officials do not learn from the weekend event and how Mandonga handled the communication, they will live to rue that day as it is evident that the public is willing to patronise sports events but lack the one spark that can get them to flock sports venues in droves.

This is a lesson that football organisers also need to learn given that it has become tradition for Kenyans who buy VIP tickets to miss seats in their allocated berths, yet fans who have not paid a dime get VIP seats. This is a culture that must be brought to an end if football teams, associations and stakeholders are to get fans back in the stands.  Mandonga has shown the way. There is no need to re-invent the wheel.