Members of the APA Insurance team proudly pose with their trophies after emerging as the overall winners at the 2024 Association of Kenya Insurers (AKI) Games. The team clinched the top spot in seven categories, including swimming, netball, field events and athletics, showcasing their athletic prowess and team spirit.
The AKI Games are a cornerstone annual event that unites players from across the insurance industry, fostering camaraderie, teamwork and healthy competition. More than just a showcase of sporting talent, these games promote a culture of wellness and collaboration across companies, emphasising the importance of teamwork and resilience, values that are as essential on the sports field as they are in the business world.
APA actively invests in sporting activities as part of its corporate social responsibilities through the APA Apollo Foundation. The foundation promotes sporting activities by sponsoring community teams including the Runda Youth Sports Association (RYSA) football team. The sponsorship to the RYSA includes the fees for RYSA to participate in various leagues and provides football kits, logistics, and team allowances.
In 2024 the APA Apollo Foundation sponsored the RYSA 17 girls FC team to travel to Sweden for the Gothia Cup. This was the 3rd year the children from RYSA participated in the Gothia Cup.
The sponsorship aligns with the industry’s push for increased private-sector investment. According to a PwC survey, the global sports sponsorship investment market has been steadily growing and is projected to reach $109.1 billion by 2030.
Emerging markets, such as Africa, have also shown great potential, with Kenya attracting Kshs 7 billion ($53.8 million) worth of sports sponsorship investments annually. It is projected to exceed Kshs 10 billion ($76.9 million) by 2027, reflecting the increasing trust and confidence that the private and public sectors have placed in this investment class.
However, much of this potential remains untapped due to a lack of comprehensive support ecosystems, weak strategic foundations, and accountability standards.
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