Athletes urged to trademark brands to boost Kenya’s economy

Athletes in Kenya have been urged to register trademarks and develop their personal brands as a way of protecting their intellectual property and contributing to economic growth.

Speaking during the World Intellectual Property Day 2026 celebrations at Eldoret National Polytechnic, Allan Kosgey said many sportsmen and women risk losing income due to a lack of awareness about brand protection.

Kosgey, who chairs the Kenya Industrial Property Institute (KIPI), noted that trademark registration would enable athletes to safeguard their innovations, merchandise and endorsements while unlocking new commercial opportunities.

“The government is fully committed to supporting our athletes. Protecting intellectual property through trademarks will help them benefit from their talent and secure their future,” he said.

He pointed out that regions such as Uasin Gishu County, Elgeyo-Marakwet County and Nandi County have consistently produced world-class athletes, making it essential for sports personalities from these areas to take branding seriously.

State Department for Industry official Karanja Njora emphasized the need to empower innovators with knowledge on intellectual property rights. He warned that many creatives and athletes are often exploited due to limited understanding of how to protect their work.

“We want to ensure that athletes and innovators can take their ideas to market competitively. There are systems in place to support them through registration and commercialization,” Njora said.

At the same time, Robi Mbugua of the Anti-Counterfeit Authority raised concern over the growing trade in counterfeit sports merchandise. He said fake goods not only deny athletes their rightful earnings but also expose consumers to substandard products.

“Kenya is losing billions of shillings annually to counterfeit trade. We must act urgently to protect both consumers and creators,” Mbugua warned, urging the public to support genuine products.

The Eldoret National Polytechnic Chief principal Dr Charles Koech encouraged young people to embrace innovation in sports, including the production of sportswear and equipment, and to seek intellectual property protection early.

He added that nurturing talent alongside business skills could transform athletics into a sustainable economic sector.

The call comes amid growing recognition that beyond winning medals, athletes can build lasting enterprises through branding, endorsements and merchandising—turning sporting success into long-term economic value.