In today’s dynamic sports landscape, partnerships have become a driving force behind growth, visibility, and opportunity—especially at the grassroots level. Across Kenya, where raw talent exists in abundance, there is a pressing need for initiatives that connect athletes with the support they need to thrive. Tujiamini, a visionary program by SportPesa, answers this call by creating transformative opportunities through brand sponsorship.
Tujiamini was created to unlock the potential of Kenyan sports talent by connecting athletes and communities with impactful support systems. Through well-structured programs, it offers not only financial aid and resources but also mentorship and exposure. The initiative spans various disciplines, with a focus on empowering individuals and building strong community foundations. These goals are achieved through long-term investments fueled by brand sponsorship.
Understanding brand sponsorship meaning involves recognizing how fans engage with sponsored messages based on their interest in sports. When brands study how people react to different sponsor and sport pairings, they can craft messages that feel more authentic and appealing. This strategic alignment boosts the impact of sponsorship efforts. In return, effective sponsorship not only benefits the brand but also brings financial support and visibility that help sports grow and evolve with the modern world.
Tujiamini supports athletes from the very beginning of their careers, rather than waiting until they have ve already achieved fame. This long-term investment helps nurture raw talent into future champions, showcasing a deeper commitment to athlete development.
Each athlete or team receives tailored support based on their unique needs and goals, making the sponsorship feel more personal and meaningful. This approach values the individual journey and growth of athletes, not just their marketability.
Our program actively engages with local schools, rural teams, and grassroots organizations to provide resources and recognition. This strengthens the foundation of sports in Kenya by empowering young athletes who might otherwise be overlooked.
Tujiamini embraces Kenya’s rich culture of community and resilience by encouraging self-belief and shared progress. We create enough opportunities for youth to dream big, reinforcing national pride and social unity through sports.
Rather than focusing on quick advertising wins, Tujiamini prioritizes lasting change by investing in the future of Kenyan sports. This ensures a steady pipeline of talent and helps build a stronger, more inclusive sports ecosystem.
Tujiamini is very dedicated to supporting athletes right from the grassroots level, ensuring that young and up-and-coming talents are given the necessary resources and opportunities to succeed. Unlike traditional sponsorships that primarily focus on established athletes, Tujiamini aims to discover and develop potential early in an athlete’s career. For example, through initiatives like the "Cheza Dimba" tournament, local teams are given the chance to earn long-term sponsorships, which not only helps them financially but also ensures they receive consistent exposure and support as they grow in their sport.
One of the main advantages of Tujiamini’s approach to sponsorship is its provision of financial assistance to athletes, sports teams, and organizations. This funding is vital for access to training, equipment, and competition opportunities, which are often difficult for emerging athletes to afford. The "Gold Award" is a key example, offering a substantial monetary boost to winners, helping them further their careers and invest in their athletic development. By providing these financial resources, Tujiamini enables athletes to focus on their performance without being held back by financial constraints.
Tujiamini is one of the types of brand sponsorship whose impact goes beyond individual athletes by working closely with local communities and investing in sports programs that promote active lifestyles and social unity. Our initiative recognizes that sports can be a powerful tool for community development, offering an alternative to challenges such as drug abuse or youth disengagement. By supporting local teams, like Kwale United, Tujiamini not only enhances athletic performance but also helps uplift entire communities by fostering a sense of pride, belonging, and hope for the future.
Tujiamini by SportPesa has transformed Kenyan football by giving brand sponsorship opportunities to 11 grassroots teams, offering them financial support, training gear, and long-term development opportunities. Winning teams such as Rockstars FC, Eldoret FC, Mathare North United, and SPASS Greenblades received three-year sponsorship deals worth KSh 250,000 annually for men’s teams and a one-time KSh 50,000 for women’s teams. These partnerships not only boosted team performance but also increased their visibility, inspired local pride, and opened up new pathways for players to advance in their football careers. By aligning brand investment with talent growth, our initiative has strengthened community football and laid the groundwork for a thriving sports culture across Kenya.
The following are tips for the aspiring sponsors to follow before deciding on how to offer brand sponsorship opportunities;
When brands invest in sports at the grassroots level, they reach young, overlooked talent and help them grow from the ground up. This creates a strong foundation for future success in sports. For instance, Tujiamini supports local football teams across Kenya, such as Eldoret FC and Mathare North United, giving them the resources they need to compete and grow.
A good sponsorship program does not only have to benefit the athlete but it should also bring value to the entire community. When people feel included, it builds pride, unity, and long-term support. Tujiamini’s work with rural and local teams inspires community involvement and offers young people a positive focus, like with the Kwale United project that reduced youth drug use through sports.
One-time funding is helpful, but long-term sponsorship gives teams stability and the chance to truly develop. It helps build trust and allows athletes to focus on improving their game. As Tujiamini, we normally award three-year sponsorship deals worth KSh 250,000 per year to men’s teams, allowing them to invest in training, travel, and gear over time.
All types of brand sponsorships should reflect what a brand truly believes in. This makes the campaign feel real, builds trust, and strengthens the brand’s image positively. For example, Tujiamini means “believe in ourselves” in Swahili, which connects with SportPesa’s mission of supporting local talent and empowering communities by believing in every talent no matter how big or small.
Recognizing and rewarding achievements keeps athletes motivated and encourages others to follow in their footsteps. It creates excitement and shows that effort is appreciated. The “Bronze kwa Ground” campaign by Tujiamini is where individuals are publicly rewarded with KSh 10,000 for their talent, sparking motivation and recognition across local sports scenes.
After following these guidelines, any sponsoring company and brand sponsorship agency will realise that sponsorship is not only a way to give in to the community but also a great investment for the brand.
Through these simple steps below, Tujiamini shows how sports sponsorship can make a real difference both on and off the field.
Before a sponsorship begins, it's important for the brand to know exactly what they want to achieve—like supporting young players, making the brand more known, or helping local teams grow.
Brands should track specific results, such as how many people attended events, how well teams are performing, or how much media attention the sponsorship got.
It is useful to ask people for their thoughts by using surveys or interviews, look at news coverage, and follow up on how athletes are doing. This helps the brand see what worked and what did not work.
Success isn’t only about sports—it’s also about how the community is doing. A good sponsorship brings people together, reduces negative behavior among youth, and builds pride in local sports.
Read Also: How Can Amateur Athletes in Kenya Find Sponsors?
Kenyan sports sponsorships are shifting toward meaningful, tech-supported partnerships that go beyond just being seen. Brands are now focusing on making a real difference by using fan insights and digital tools to guide their strategies. This new approach values deeper connections with audiences and long-term impact over short-term exposure.
Brands can offer meaningful support by sponsoring local sports teams and individuals through structured programs like the Cheza Dimba tournament, which provides long-term backing to promising football teams. Tujiamini also champions a wide range of talents from athletes to creatives, giving brands diverse avenues for impactful engagement. Whether through the Silver Award for individual recognition or the Gold Award for community projects, sponsors can align their contributions with causes that reflect their values.
Collaborating with Tujiamini allows brands to align with a mission focused on empowerment, talent development, and community upliftment. Co-hosting events, training camps, or outreach programs enhances a brand’s local presence while creating real, on-the-ground impact. This partnership also offers valuable exposure among a passionate audience, helping brands build trust and recognition in an authentic and sustainable way.
For brand sponsorship applications, brands can explore the range of opportunities presented on the Tujiamini website, from sponsorship packages to community collaborations. Direct contact with the Tujiamini team can help tailor a partnership strategy that fits both the brand’s goals and the initiative’s vision. Also, staying informed through social media and reviewing participation guidelines ensures alignment and maximizes the potential for lasting impact.
At Tujiamini, we are committed to upholding the highest ethical standards in all of our brand sponsorships. We ensure that every partnership aligns with our core values of integrity, empowerment, and community development. By encouraging brands to create clear and transparent sponsorship packages, we make sure that our collaborations reflect a shared vision of supporting grassroots talent and uplifting individuals facing challenges. Through our structured process and active online presence, we foster relationships that are not only effective but also socially responsible, creating a lasting and a positive change in the communities we serve.
At Tujiamini, we offer the best brand sponsorships because we are committed to empowering athletes and communities by fostering strategic brand partnerships. Our focus is on grassroots development, ensuring that emerging talent receives long-term support and opportunities for growth. Through these collaborations, we aim to cultivate a strong sports culture that benefits both individuals and the community at large. Here at Tujiamini is where branding and sponsorship perfectly combine into successful brand sponsorships where talents are discovered and nurtured to maturity.
How do I get a brand to sponsor me?
The best answer on how to get brand sponsorship is to create a strong digital presence and identify companies that align with your values. It is also important to resent a clear, impactful proposal and connect with the right people to build meaningful relationships.
What is an example of brand sponsorship strategy?
One example of a brand sponsorship approach under Tujiamini by SportPesa is supporting local Kenyan athletes and teams through initiatives like Cheza Dimba, which offer resources and funding to grow talent and strengthen sports at the grassroots level.
Which companies will sponsor me?
To identify potential sponsors, research companies that offer visa support, explore suitable industries or job listings, and engage with professionals in your field for guidance. You can also confirm with brand sponsorship agencies for any open sponsorship opportunities for your category.
What are the four types of sponsorship?
The four main categories of sponsorships include monetary contributions, product or service donations, media coverage partnerships, and brand promotion support.
Tujiamini continues to leave a powerful mark on Kenyan sports by fostering sustainable opportunities for growth and recognition. Our grassroots approach ensures that athletes are supported from the ground to the top, with a vision for a long-lasting change. Communities also highly benefit from a renewed sense of purpose, pride, and connection through sport. This impact is made possible through the strategic use of brand sponsorship to grow talents by Sportpesa’s Tujiamini initiative.