Safaricom has announced that it will be sponsoring the SOYA awards to the tune of Ksh. 12 million. SOYA which stands for Sports Personality of the year awards will be on the 16th January 2015 at KICC. SOYA is now in its 11th edition and it is currently sponsored by Safaricom Ltd.
Safaricom Marketing Director Rita Okuthe said “For the last 11 years, SOYA has been one of the key platforms that have consistently recognized the positive contribution of sports men and women in this country who have excelled in their different disciplines through hard work and dedication”
Safaricom has over the last few years invested massively in the sports area. The idea is to nurture budding talent from the grassroots and give potential athletics a platform where they can further their talents. Safaricom started the Safaricom Lewa Marathon. They also have the Safaricom Athletics series which is the banner under which it manages its athletics program. They are also the major sponsor of the Safaricom Sevens series.
Most athletes spotted by SOYA at young age have gone ahead to be champions and stars globally- David Rudisha, late Samuel Wanjiru, Jason and David Dunford and Vivian Cheruiyot, to name but a few. In 2008 Safaricom gave cash incentives for the Olympics team and Paralympics teams for performing well.