Sponsorships in women’s sports have evolved from a charitable gesture to a powerful strategic investment in recent years. For decades, a significant lack of sponsorship in women's sport hindered the growth of many talented female athletes in Kenya. However, as we move through women's sports sponsorships 2026, the narrative is shifting as more women are offered a platform to turn their dreams into reality.
Sponsorship in women’s sports is important for brands seeking visibility. Therefore, the demand for women's sports marketing and support is at its peak. Tujiamini , which is an initiative by SportPesa, is part of this revolution by bridging the gap in gender inequality in sports sponsorship by providing a direct pathway for female talent to secure the funding they need to pursue their dreams.
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Women’s sports sponsorships are partnerships where a brand provides financial support, products and services to a female athlete or team. In exchange, the sponsor gains brand visibility and connects with a loyal and growing audience. Understanding how sports sponsorships work is the first step for any athlete to create a mutually beneficial relationship where your talent helps a brand tell a story of resilience and excellence.
The impact of a well-executed sponsorship goes beyond the bottom line. It provides
Sponsorships provide funding for better coaching, nutrition, and travel for female talent, therefore maximising their potential to reach greater heights.
Tujiamini provides visibility through media campaigns, thereby putting female talent in the limelight to create better opportunities.
Successful sports event sponsorships, such as the WNBA and the FKF Women’s Cup, demonstrate to young girls that sports can be a viable career path.
Tujiamini directly addresses historical gender inequality in sports sponsorship by proving that women's games generate massive engagement. This helps remove the stigma associated with being a female athlete.
Tujiamini offers four distinct tiers of support to ensure that no talent is left behind. You can review the full details on the About Tujiamini page today.
Tujiamini Gold Award targets large community projects or elite teams for funding with a cash prize of one million Kenyan shillings.
The Tujiamini Silver Award offers a cash prize of Ksh 300,000 to three standout talents or groups monthly.
This Tujiamini award offers a cash prize of Ksh 10,000 to 50 winners nationwide each month to support their immediate needs, such as gear or fees.
This specialised Tujiamini award of Ksh 50,000 targets women in grassroots football teams.
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Tujiamini is inclusive, encompassing individual athletes such as runners and boxers, grassroots teams, sporting organisations, and creatives such as photographers and journalists who support the sports ecosystem.
To be considered for Tujiamini women's sports sponsorships in kenya, you must meet these criteria:
Winning the Tujiamini sponsorship its more about telling your story than just having a talent. You must submit a 2-minute video showcasing your skills. Be authentic and explain your journey and how the award will change your trajectory. Lastly, focus on impact by showing how your project helps other women in your community.
The landscape of women's sports sponsorship trends is moving towards;
Fans want to see sponsors who genuinely care about female empowerment, not just logo placement.
Sponsors use social media platforms such as TikTok and Instagram to build personal brands for athletes.
Brands are now focused on engagement rates and not just stadium attendance.
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While the sport sponsors list in Kenya is growing, Tujiamini is unique in focusing on the grassroots and undiscovered talent and not just the elite stars. We provide the resources that major companies that sponsor sports usually reserve for the top 1%.
Tujiamini's success stories show how our sponsorships have impacted female athletes in many ways. The Box Girls Kenya, a Kariobangi-based organisation, won the Gold Award of Ksh 500,000 to upgrade their boxing gym and provide a safe space for young girls to train. The Nairobi Queens is also a testament to our impact, which utilised Tujiamini support to secure kits and transport, enabling them to compete at the regional level.
These and other Tujiamini Stories showcase how we change the lives of female athletes in Kenya.
Globally, brands like Nike, Visa, and Adidas are the biggest sponsors of women's sports. Locally, SportPesa, through the Tujiamini initiative, is the leading force in grassroots female sponsorship.
Tennis historically offers the highest prize money and sponsorship deals for women, followed closely by Golf and Football.
Some brands, like e.l.f. Beauty and certain health-focused startups have begun carving out women-only sponsorship portfolios to capitalise on the unique engagement of female fans.
The most effective way is to build a personal brand online and apply to structured programs such as Tujiamini, where selection criteria are clear and accessible.
Sponsorships in women’s sports are integral to supporting female athletes' success, especially in a community where gender inequality is deeply rooted. Tujiamini is changing the narrative by providing a platform for female talents and groups to succeed in their sports career.
Ready to take your game to the next level? Apply for Tujiamini today and let us help you fuel your dream!
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