KQ to conclude its Kenya Sevens sponsorship deal

Kenya Airways cabin crew take selfies with Sevens Rugby team coach Benjamin Ayimba (in cap) ...
Kenya Airways cabin crew take selfies with Sevens Rugby team coach Benjamin Ayimba (in cap) and airline CEO Mbuvi Nguze (in glasses right) upon landing at the JKIA on April 19, 2016. Kenya 7s team beat Fiji 30-7 in the final of the Singapore Sevens to capture their first World Series event. Photo/Stafford Ondego/Sportpicha

Struggling national carrier Kenya Airways (KQ) will conclude its sponsorship deal with the Kenya Rugby Union for the National 7s Rugby Team once the current contract comes to an end in November.

In a statement, the company said, “the airline will continue supporting the sport through select initiatives.”

KQ has spent over Ksh900m on Shujaa since 2010 in cash and kind with Chief Executive Officer Mbuvi Nguze noting they entered into the partnership to grow the game and support the players.

“Rugby 7s has become a popular sport, making it a major platform not just for marketing Kenya as a destination for sports tourism but also supporting Kenya to maintain a higher profile in the country and abroad,” the statement read.

“We are proud of how far the sport has come with global interest in the Kenya team’s participation in the sevens series rising by the day and appreciate the determination of our sports personalities which has cemented Kenya’s position in the top tier of the WRS circuit. Kenya Airways remains committed to supporting sports in Africa,” Nguze stated.

“We wish the team well in the upcoming World Rugby Series,” he added.

Ngunze recognised the good relationship maintained between the KQ and the KRU as well as with Shujaa as well as the platform it set up to drive sports sponsorship in the country.

“We appreciate the constant support Kenya Airways has accorded us, the Union, and the team over the years as we have worked together to see Kenya 7s grow from strength to strength.

“Through the years we have seen young players such as Biko Adema, Billy Odhiambo rise to be at the top of their game,” said KRU Chairman Richard Omwela.

“The effort of our boys in the WRS series over the years has continued to position the airline and our country very strategically in the world as well as increased awareness and interest among fans,” the Union boss underscored.

During the sponsorship, KQ saw the team achieve two finalist positions in the series and a series high of 99 points in the 2012-2013 series ranking finishing in the fifth place globally.

The team won a main cup in the Singapore WRS 7s leg in April 2016; qualified for the Olympics and Collins Injera was named the world’s leading try scorer during the partnership.

The national carrier will continue offering attractive fares and holiday deals, through KQ holidays, to key WRS 7s destinations.

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