Naivas backs Kenya’s next generation of Olympic talents

Naivas has partnered with the National Olympic Committee of Kenya (NOC-K) to support the country’s young athletes preparing for the Dakar Youth Olympic Games, in a collaboration aimed at nurturing emerging talent and strengthening athlete welfare.

The partnership brings together the retailer and the Olympic body in an initiative focused on providing young sportsmen and women with support as they prepare to compete on the international stage.

Naivas Chief Commercial Officer Jorsen Patten said the collaboration reflects the retailer’s commitment to investing in young people and promoting the role of sport in developing discipline, teamwork and resilience.

“Young people are the foundation of our country’s future, and sport provides a powerful platform for building discipline, resilience, teamwork and ambition,” said Patten.

NOC-K Second Vice President Col. Nahashon Randiek said private-sector partnerships were important in strengthening support for athletes preparing for international competitions.

He said the collaboration would help nurture emerging talent, improve athlete welfare and create an environment in which young athletes could compete with confidence.

The engagement brought together officials from both organisations and members of Kenya’s Dakar Youth Olympic Games team, led by captain David Zera.

Other athletes present were Vyonne Sheryl Kaiga, Winfridah Musavi and Calvin Omweri Nyatuka.

Zera welcomed the partnership, saying the support would motivate the athletes to remain disciplined and work towards their sporting ambitions.

The Naivas delegation included Patten, Head of Commercial Kim Jackson and Head of Marketing Florence Saronge. NOC-K was represented by Randiek, Women Representative Doreen Okiri and Assistant Secretary General Francis Karugu.

The partnership highlights the growing role of private-sector participation in supporting the development of Kenyan sport, particularly at the grassroots and youth levels.