Betika and Sports Journalists Association of Kenya Celebrate Kenya’s Coaches

Betika Partners with SJAK to Launch Year-Long Sponsorship Recognizing Top Coaches in Kenya

Betika, in collaboration with the Sports Journalists Association of Kenya (SJAK), has introduced a year-long sponsorship program designed to recognize and reward the country’s top coaches in the sports arena.

The partnership, formalized at an event attended by key SJAK executives and prominent coaches, involves a Sh. 6 million investment by Betika to organize and facilitate monthly cash awards for outstanding coaches. Each winning coach will receive Sh. 100,000, along with sports kits for their teams.

Speaking during the event, Betika President Mr. James Wahindi underscored the importance of celebrating coaches, noting that while players often receive accolades for their victories, 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 recognized,” stated Wahindi.

He also announced that a 7-to-10-member committee will be established to independently select the winning coaches each month, ensuring a transparent and rigorous selection process. The awards are set to commence this March and will culminate in an end-of-year gala where the top-performing coach of the year will be crowned.

Betika Senior Brand Manager Erick Mwiti echoed Wahindi’s sentiments, reiterating 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 reiterated.

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Also present at the event was SJAK Secretary General Moses Wakhisi, who stated 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.

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 forward.

Through this initiative, Kenyan sports takes a significant step toward recognizing those who shape champions, inspiring both coaches and athletes to strive for even greater heights.