Betting company, Betika in collaboration with the Sports Journalists Association of Kenya (SJAK) has launched one-year sponsorship programme aimed at recognising and rewarding the country’s top coaches.

The collaboration, formalised at an event attended by key SJAK executives and prominent coaches, has will see Betika invest Ksh6 million in organising and facilitating monthly cash awards for outstanding coaches with each winning coach receiving Ksh100,000 along with sports kits for their teams.

Speaking during the event, Betika President James Waindi underlined the importance of celebrating coaches, noting that, while players often receive accolades for their performances, the hard work and dedication of their mentors behind the scenes, remain largely unseen.

 “Coaches are the unsung heroes behind our athletes’ success. Therefore, this partnership is a step in the right direction to ensure their efforts are recognised,” stated Waindi

He said a 7-to-10-member committee will be formed to independently to select the winning coaches very month through a transparent and rigorous process. Further, he announced that the awards will kick off this March and will culminate in end-of-the-year gala, where the top-performing coach of the year will be crowned.

Betika Senior Brand Manager Erick Mwiti echoed the sentiments, noting the company’s commitment to nurturing sports talent in Kenya.

 “While athletes shine on the field, there are always coaches working tirelessly in the background. This sponsorship ensures their hard work doesn’t go unnoticed,” Mwiti explained.

Present at the event was the SJAK Secretary General Moses Wakhisi who observed that the one-year sponsorship deal also holds the promise of renewal.

 “We will give Betika a reason to stay – not once, not twice, but for years to come,” Wakhisi confidently assured.

Meanwhile, several distinguished coaches, including national and Strathmore University hockey coach Meshack Senge and Women’s national handball team and Nairobi Water coach Jack Ochieng expressed gratitude for the initiative.

Senge, reflecting on his experience, highlighted how previous SJAK awards inspired greater competitiveness among hockey coaches, driving the sport to greater heights.

Such initiative, Kenyan sports take a bold step toward recognising those who shape champions, inspiring both coaches and athletes to strive for even greater heights.

• A Tell / KNA report / By Vanessa Muhati and Jesse Otieno