Stakeholders advocate for equal sponsorship in women’s sports
What you need to know:
- The Managing Director of Mchezo Limited, Ntoudi Mouyelo believes that increasing the popularity of women’s sports through sponsorships is a powerful way to bolster brand loyalty.
Mombasa. Sponsors may be hesitant to invest in women's sports due to perceived lower audience appeal. However, stakeholders are increasingly viewing women’s sports as a vital area for empowerment and investment.
The Managing Director of Mchezo Limited, Ntoudi Mouyelo believes that increasing the popularity of women’s sports through sponsorships is a powerful way to bolster brand loyalty.
“As a corporate entity, we have been investing more in women’s sports in the region for one reason: women provide greater value to our sponsorships than men.
In some sports, we are starting with women now. If there are women’s federations interested, please approach us. The statistics show that women outnumber the youth in East Africa. At Mchezo, we provide equal support to both women and men in terms of bonuses and awards,” said Mouyelo.
He was speaking during the Round Table Stakeholder Conference at the Aga Khan Academy, Mombasa, one of the venues for the ongoing 14th East African Community Inter-Parliamentary Games (EAC-IPG).
Diana Mayaka, from the Basketball Referees Association, echoed Mouyelo’s sentiments, emphasizing that women have historically faced unequal treatment in sports sponsorships.
“Over the years, men have received more in terms of prize money at events. This is an ongoing discussion.
The government is trying to ensure equal treatment across genders by facilitating education for athletes, staff, and coaches to empower them and promote the growth of women’s sports,” said Mayaka.
Kanini Kega, the Chairman of the 2024 Inter-Parliamentary Games, highlighted the event’s role in fostering regional cooperation.
“Through these games, we are able to integrate with each other. Sports remove the physical borders created by colonial powers, allowing us to feel part of one community—the East African Community.
The same sense of unity is seen when East Africans compete on the global stage, such as in marathons,” Kega remarked.
Mchezo is a regional company investing in the future of sports and technology in Africa.
Under Mouyelo’s leadership, the company has partnered with sports federations to ensure sponsorship benefits reach athletes directly.
One of Mchezo’s flagship initiatives, the Locker Room Bonus, rewards players from winning teams with financial bonuses paid directly to their mobile wallets, demonstrating a commitment to athlete welfare.
