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APA Insurance emerged as the overall winner at the 2024 Association of Kenya Insurers (AKI) Games, securing top spots in seven categories, including swimming, netball, field events, and athletics.
The event, which brought together players from across the insurance industry, highlighted APA’s athletic talent and strong team spirit.
The AKI Games, an annual event, foster camaraderie and healthy competition among insurance companies. Beyond showcasing sporting talent, the games promote a culture of wellness, teamwork, and resilience—values critical both on the field and in the business world.
APA Insurance’s commitment to sports extends beyond the AKI Games through its corporate social responsibility initiatives under the APA Apollo Foundation.
The foundation supports community sports teams, including the Runda Youth Sports Association (RYSA) football team.
In 2024, the foundation sponsored RYSA’s under-17 girls’ football team to compete in the prestigious Gothia Cup in Sweden, marking the third year the team has participated in the tournament.
This sponsorship aligns with broader trends in private-sector investment in sports. A PwC survey projects the global sports sponsorship market to reach $109.1 billion by 2030, with Kenya currently attracting Kshs7 billion ($53.8 million) in sports sponsorships annually.
This figure is expected to rise to Kshs 10 billion ($76.9 million) by 2027, underscoring the growing confidence in sports as a viable investment opportunity.
However, much of this potential remains untapped due to weak support ecosystems and accountability standards, highlighting the need for stronger strategic foundations to maximize the benefits of sports sponsorship in Kenya and beyond.
