Women's football is the fastest-growing sport globally, but most Kenyan women's clubs still struggle to find sponsors for basic equipment. The truth is, this isn't about the quality of the football—it's about fixable marketing mistakes.
Here are five common problems and the simple solutions that can transform your club into a sponsor magnet.
Problem 1: Playing in Empty Stadiums
Why it happens
Matches aren't promoted effectively, are scheduled poorly, or are played at inconvenient times. If nobody knows about the game, nobody will show up.
The solution: Make match day a must-attend event.
Promote relentlessly. Announce matches at least two weeks in advance on all your social media platforms.
Schedule for your fans. Play games on weekends when families, students, and working people can attend.
Add entertainment. Create a fun atmosphere with music, food stalls, and kids' activities before the match to attract more people.
Partner with schools. Work with local schools and youth groups to bring students to games.
Go live. Stream matches on Facebook or YouTube to reach a wider audience and show sponsors your reach.
Problem 2: No Brand Identity
Why it happens
Teams look generic with basic jerseys and no consistent visual style. Sponsors want to partner with a memorable brand, not just a team.
The solution: Build a powerful brand identity.
Create a memorable logo. Design a logo that reflects your community or core values.
Choose your colors. Pick distinctive team colors that make you instantly recognizable.
Develop a slogan. Create a catchy team slogan that fans can chant to build a sense of community.
Design templates. Use professional-looking social media templates to ensure all your content looks consistent and polished.
Define your personality. Decide what your team stands for—are you the "fighting queens," the "technical artists," or the "community champions"? This helps sponsors understand who you are.
Problem 3: Boring Social Media
Why it happens
Your social media pages only post-match results, which doesn't build a following. People connect with stories, not just scores.
The solution: Become a storytelling powerhouse.
Share player journeys. Post stories like, "Meet Sarah: From Teacher to Top Scorer," to humanize your players and build a fan connection.
Go behind the scenes. Share training videos, locker room celebrations, and bus ride antics.
Engage with fans. Run polls asking fans to pick the player of the match.
Use trending content. Use trending sounds on TikTok and Instagram Reels to reach a wider, younger audience.
Highlight community work. Feature any social impact work you're doing in your community to show your club's positive influence.
Problem 4: Amateur Sponsor Pitches
Why it happens
Clubs approach sponsors with "please help us" instead of "here is what we offer you". Sponsors want to see a return on their investment.
The solution: Create a professional sponsorship package.
Know your audience. Provide data on your reach, such as, "We reach 5,000 women aged 18-35 monthly."
Show brand alignment. Explain how your club's values (e.g., empowerment, excellence, community) align with the sponsor's brand.
List deliverables. Clearly outline what you will do for them, such as, "Your logo on our jerseys, 10 social media posts, and stadium announcements."
Share success stories. Include testimonials or data that show your club's positive impact, such as, "Last season we increased youth participation by 40%."
Problem 5: Not Using Male Club Connections
Why it happens
Women's teams often operate completely separately from their male counterparts, missing out on massive resources and fan bases.
The solution: Collaborate, don't separate.
Organize double-headers. Schedule the women's game to be played right before the men's match to attract a huge crowd.
Cross-promote. Share social media content and shoutouts with the men's team to tap into their large following.
Combine sponsorship packages. Offer sponsors a package that includes exposure for both the men's and women's teams for broader reach.
Get player support. Have male players attend and promote women's matches to show solidarity and attract their fans.
Women's football isn't waiting for permission to be commercial. It's demanding investment because it delivers results.