Loreen Otieno and David Gichuhi during the BangBlast VIP Night at the Sarit Centre/HANDOUT
Lower-league football and cycling represent the next major frontier for sports development in Kenya, according to Bangbet chief executive David Gichuhi.
Speaking during the Bangbet VIP rewards ceremony in Nairobi, Gichuhi said there are numerous opportunities in underserved sports and competitions, and which, if exploited, could help reshape the Kenyan landscape.
“Lower-league football and cycling are the next major sports frontier in Kenya,” Gichuhi said.
The plans would build on Bangbet’s previous investment in Shabana FC, with which they signed a Sh20 million sponsorship package following the club’s promotion to the Premier League in the 2024/25 season.
“We’ve already been there supporting Kisii-based Premier league side Shabana FC. So perhaps we’ll be going to look for more club support, especially in the lower leagues and other sports such as cycling,” he said.
The Shabana sponsorship helped the club meet operational expenses, including player salaries, kits and training equipment, providing a level of financial stability that allowed the team to focus on performance.
Gichuhi noted that many talented athletes and clubs outside the mainstream sports ecosystem continue to struggle with limited resources, creating an opportunity for private investors to support emerging disciplines and competitions.
Corporate sponsorship has traditionally been concentrated around top-flight football and a handful of established sports, leaving lower divisions and disciplines such as cycling heavily reliant on individual contributions and sporadic funding.
Any move to channel resources into grassroots competitions could provide a boost to talent development and strengthen pathways for athletes seeking to break into the professional ranks.
The remarks came during a customer rewards event in which more than 30 winners shared prizes valued at about Sh30 million.
Among the prizes awarded were more than 15 motorcycles and smart television sets, cash prizes (Sh650,000 max), a Suzuki Alto and a Toyota Hilux — won by 27-year-old entrepreneur Loreen Otieno.
