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Promotion of a Sports Culture in Kenya

Author

Listed:
  • Benjamin Mwanzia Mulili
  • Dr. Samuel Maina Mwangi
  • Dr. Reuben Njuguna Kinyuru

Abstract

Purpose: This paper reviewed conceptual literature related to the promotion of a sports culture in Kenya. The paper highlighted the benefits associated with engaging in physical exercises and it emphasized the role of health-promoting sports clubs as suitable avenues for undertaking organized physical activities. Methodology: The paper was based on extensive review of extant conceptual, theoretical, and empirical literature related to promotion mix elements, health-promoting sports clubs, and adoption of a physical activities culture. Findings: The paper found limited use of the promotion mix elements of advertising, personal selling, sales promotions, public relations, and direct marketing in the promotion of a sports culture among academic staff of chartered public universities in Nairobi City County, Kenya. Unique Contribution to Theory, Policy and Practice: The paper points out areas that need to be addressed by policy makers and practitioners in order to improve membership to health-promoting sports clubs, and to encourage more people to adopt a physical activities culture.

Suggested Citation

  • Benjamin Mwanzia Mulili & Dr. Samuel Maina Mwangi & Dr. Reuben Njuguna Kinyuru, 2025. "Promotion of a Sports Culture in Kenya," Journal of Business and Strategic Management, CARI Journals Limited, vol. 10(3), pages 56-66.
    • Handle: RePEc:bhx:ojjbsm:v:10:y:2025:i:3:p:56-66:id:2647
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    File URL: https://carijournals.org/journals/article/view/2647/3062
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