• Geoffrey Kipkorir Kirui wins the men's marathon athletics event at the 2017 IAAF World Championships London 2017

 High Satisfaction with Athletics Kenya and Kenyan Athletes

February 5, 2015

Athletics Kenya, the governing body for the sport of athletics in Kenya enjoys the highest overall satisfaction ratings amongst all federations or sports organisations in Kenya levels. In addition, the Athletics Kenya events have the highest satisfaction ratings.

 

This is according to a recent survey conducted by Repucom, a leading global sports research firm. These are results from a national representative study conducted amongst Kenyan adults in November/December 2014.

 

According to the survey, awareness levels for Athletics Kenya (AK) stands at 67% followed by Kenya Premier League (63%), Football Kenya Federation (63%) and Kenya Rugby Union (46%).  Of Kenya’s various sporting federations, Athletics Kenya achieves the highest satisfaction rating at 72%, followed by KRU (66%).  The KPL and FKF have a satisfaction rating of 46% and 42% respectively. Events organised by Athletics Kenya are seen as the best when compared to Kenya’s other sporting federation events.

 

The high satisfaction ratings can be attributed to Kenyan athletes’ good performance at international competitions.  Kenyans generally describe AK both the federation and athletes in the same way.  “Good Performance” is the top descriptor used to describe Athletics Kenya.  Kenyans are proud of their athletes and describe them using words such as “good performers”, champions”, “heroes”, and “excellent runners” and “hardworking”.

 

Rudisha and Jemilo are Kenyan’s Favourite Athletes

David Rudisha, Olympic champion and world record holder in the 800 meters, is the stand-out male athlete in all regions. 2008 Olympic champion and Golden League jackpot winner, Pamela Jelimo, is the favourite female athlete, except in the Central region, where Marathon runner, Catherine Ndereba is the favourite female athlete. 

 

Interest in Athletics

Marathon/ Road Running attracts the highest level of interest of the different athletic disciplines as 55% of Kenya indicate they interested.   The highest level of interest in Marathon/Road Running comes from the Rift Valley region, home to most of Kenya’s top long distance athletes. The interest for Cross Country and Track and field events stands at 52% and 49% respectively.  Cross Country is most popular in the Rift Valley and Nairobi.

 

Low attendance of events

Three quarters of respondents have not attended any athletics events. The main reason for attending less is prior commitments.  Respondents from Nyanza find the location of athletics events a challenge, while in Nairobi the cost of attending athletics events is keeping fans away.  Making athletics events more accessible will attract more people to attend. Having other entertainment on offer is also likely to increase attendance numbers.

 

Methodology

The study was conducted amongst 2,005 respondents living in Kenya.  The data collection was done from 6th – 14th November 2014.  Questions inserted into the Ipsos Omnibus Research Study.

 

About Repucom

Repucom‘s solutions allow businesses around the world to better understand and connect with their audiences and customers through media, sponsorship, communication and experiential platforms.   We can do that because we’ve been watching and listening to fans and their behaviour for more than 30 years. In that time we’ve built a reliable and independent source of holistic market data that’s second to none. Repucom utilises leading technology and facilities for market research, media evaluation and commercial auditing and has created the industry’s first global, full-service portfolio for sport, entertainment and events.

 

Contact Information:

Shaun Custers – scusters@repucom.net

 High Satisfaction with Athletics Kenya and Kenyan Athletes

Athletics Kenya, the governing body for the sport of athletics in Kenya enjoys the highest overall satisfaction ratings amongst all federations or sports organisations in Kenya levels. In addition, the Athletics Kenya events have the highest satisfaction ratings. This is according to a recent survey conducted by Repucom, a leading global sports research firm. These are results from a national representative study conducted amongst Kenyan adults in November/December 2014.

 

According to the survey, awareness levels for Athletics Kenya (AK) stands at 67% followed by Kenya Premier League (63%), Football Kenya Federation (63%) and Kenya Rugby Union (46%).  Of Kenya’s various sporting federations, Athletics Kenya achieves the highest satisfaction rating at 72%, followed by KRU (66%).  The KPL and FKF have a satisfaction rating of 46% and 42% respectively. Events organised by Athletics Kenya are seen as the best when compared to Kenya’s other sporting federation events.

 

The high satisfaction ratings can be attributed to Kenyan athletes’ good performance at international competitions.  Kenyans generally describe AK both the federation and athletes in the same way.  “Good Performance” is the top descriptor used to describe Athletics Kenya.  Kenyans are proud of their athletes and describe them using words such as “good performers”, champions”, “heroes”, and “excellent runners” and “hardworking”.

 

Rudisha and Jemilo are Kenyan’s Favourite Athletes

David Rudisha, Olympic champion and world record holder in the 800 meters, is the stand-out male athlete in all regions. 2008 Olympic champion and Golden League jackpot winner, Pamela Jelimo, is the favourite female athlete, except in the Central region, where Marathon runner, Catherine Ndereba is the favourite female athlete. 

 

Interest in Athletics

Marathon/ Road Running attracts the highest level of interest of the different athletic disciplines as 55% of Kenya indicate they interested.   The highest level of interest in Marathon/Road Running comes from the Rift Valley region, home to most of Kenya’s top long distance athletes. The interest for Cross Country and Track and field events stands at 52% and 49% respectively.  Cross Country is most popular in the Rift Valley and Nairobi.

 

Low attendance of events

Three quarters of respondents have not attended any athletics events. The main reason for attending less is prior commitments.  Respondents from Nyanza find the location of athletics events a challenge, while in Nairobi the cost of attending athletics events is keeping fans away.  Making athletics events more accessible will attract more people to attend. Having other entertainment on offer is also likely to increase attendance numbers

 

Methodology

The study was conducted amongst 2,005 respondents living in Kenya.  The data collection was done from 6th – 14th November 2014.  Questions inserted into the Ipsos Omnibus Research Study.

About Repucom

Repucom‘s solutions allow businesses around the world to better understand and connect with their audiences and customers through media, sponsorship, communication and experiential platforms.   We can do that because we’ve been watching and listening to fans and their behaviour for more than 30 years. In that time we’ve built a reliable and independent source of holistic market data that’s second to none. Repucom utilises leading technology and facilities for market research, media evaluation and commercial auditing and has created the industry’s first global, full-service portfolio for sport, entertainment and events.

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