With Kenya bracing to host two continental tournies, a number of lessons can be drawn from the US who are currently hosting the FIFA Club World Cup.Most stadia hosting the ongoing FIFA Club World Cup are virtually owned by teams and private entities, ensuring that the facilities remain in top-notch conditions.Follow our WhatsApp channel for more newsEven where the state owns the facilities, their running has been left to teams using them.One of the ways these stadia are able to be maintained to high standards is the selling of naming rights, something that was tried in Kenya more than ten years ago but did not quite get to take off.Ghost Mulee explains why Robert Matano remains only local coach to win FKFPL title in past decadeIn 2009, a three-year naming rights deal between Coca-Cola and Nyayo Stadium was cancelled even before it took off, following controversy that surrounded the deal as the government was unwilling to let go of the name ‘Nyayo’.The Ksh118million deal would have transformed how Kenya manages its sports facilities.Four years later, telecommunications giant Safaricom found the tough going after buying rights to rebrand Kasarani Stadium in a Ksh55million deal.##NAJAVA_MECA_9009603##The deal was castigated in Parliament, with legislators also raising concerns with the proposal. Though it finally went through, it was a low-key affair that did little to change the fortunes of Kasarani.The situation is, however, different in the US, with the selling of naming rights being the norm, making it easier to raise money to maintain the high standards of the facilities.In these transactions, big money is involved. In 2011, New York-based insurance company MetLife signed a 25-year deal to acquire the naming rights of the MetLife Stadium in New Jersey.Kenya confirms CHAN readiness after passing recent CAF inspection testThe deal is reportedly worth Ksh50billion with the company paying Ksh1.7billion every year.With this kind of money, the 72,000 seater facility remains in top-notch condition and has been selected to host not just the final of this year’s Club World Cup but also the final of the 2026 men’s FIFA World Cup.In Florida, Hard Rock International have signed an 18-year deal worth Ksh30billion for the Hard Rock Stadium.##NAJAVA_MECA_9009668##While the exact cost of the Mercedes-Benz Stadium in Atlanta is unknown, it is believed the car manufacturer will pay about Ksh70 billion for the 27-year deal.Charlotte, North Carolina, is home to the Bank of America Stadium. The bank will spend Ksh15billion over the next 20 years on the deal.Four years ago, Total Quality Logistics (TQL) signed an Ksh8billion deal for the Cincinnati Stadium.Is Zico poised for dramatic return to Gor Mahia?Apart from the big money naming rights deals, the multi-purpose use of stadia also gives them more opportunities to raise revenue.Most of the stadia are also used for baseball and also designed to host music concerts.
