Wairimu Nyathira has been named among the 50 top influential women by The Africa Sports Venture Group, located in America, which recognized 50 exceptional women from the continent for their significant contributions to the sports industry as part of the 2024 International Women’s Day celebration.
Wairimu is the Founder and Chief Executive Officer of Rafiki International Sports Limited (RI Sports), a popular marketing and creative firm that offers Branding, Event Management, Media, Marketing, and PR to the Sports and talent industry.
“It is a privilege and honor to be named among women who continue to inspire. I celebrate each one of us as we continue to invest and impact the growth and development of sports in Africa,” noted Wairimu after news of her recognition spread out fast.
It is a privilege and honour to have made the list for the Top 50 influential African Women in Sports by the Africa Sports Ventures Group. I am delighted to have shared this incredible recognition with stella African women in sports. Post on LinkedIn. https://t.co/cYaTHyjJeJ pic.twitter.com/oe6ixv7KTu
— Wairimu Nyathira🇰🇪 (@WairimuNyathira) March 10, 2024
Themed ‘Invest in Women: Accelerate Progress,’ the celebrations were organized by the Africa Sports Ventures Group located in the United States of America, which is shining a light on African women who are key players in advancing the sports industry. These women are making a significant impact in various aspects, driving growth and development in the sector.
“Our initiative focuses on women excelling in Sports Administration, Business, Media, and Technology, contributing to an industry brimming with potential for substantial socioeconomic and cultural change across the continent. We have identified 50 influential women in their respective fields, emphasizing that they are all valued equally without any specific ranking or classification based on status or quality,” noted Africa Sports Ventures Group CEO Leslie Koroma Sr.
Out of the group, five individuals named were Kenyan, namely Sharon Allela, Evelyn Watta, Mukabana, Yvonne Namai, Cynthia Mumbo, and Wairimu Nyathira, the East Africa Regional Director ASVG and project lead and director at Africa Sports and Entertainment Week.
Where it all started- The Journey of Wairimu Nyathira
As a young athlete at Nairobi Primary back in the 90s, Wairimu excelled in sports, particularly swimming. However, upon transitioning to high school, the absence of swimming programs led her to basketball and volleyball.
This shift sparked a realization of the missed opportunities for talented young athletes to reach their full potential in various sports. Reflecting on her own journey, Wairimu pondered the number of gifted teenage athletes who may never have the chance to discover and nurture their sporting abilities.
Rest in Power Block. What a void u leave in the Motorsport world.
Ken Block died in a snowmobile accident on Monday, January 2, 2023. pic.twitter.com/rSaP4h6i6z— Wairimu Nyathira🇰🇪 (@WairimuNyathira) January 3, 2023
This would later be the foundation of starting her own company later in years, Rafiki International Sports Limited (RI Sports), which is a marketing and creative firm that offers branding, event management, media, marketing, and PR to the sports and talent industry.
“RI is filled with a passion matched only by that of its clients, we partner with the talent to create exciting and meaningful experiences and provide the tools and connections they need to own their future,” notes Wairimu on starting the company.
Her unwavering dedication and relentless efforts in elevating the tumultuous sports industry to its rightful place as a transformative force in every community throughout the continent motivated Wairimu event at an early age to start partaking in capacity-building programs, networking events, and community outreach initiatives in collaboration with different stakeholders.
In 2014 she organized a football tournament to mark World Environment Day (2014) at UNEP in Nairobi when she was still a journalist with The People Daily as a writer. She would go on to work as the Executive Brand Marketing and PR at StarTimes, where she got experience in production, and media buying working on the Christmas campaign which includes Raffle Draws. Media rights, branding, and content in general.
“At the time StarTimes had partnered with SJAK for the Sports Personality award, which was awarded to Manvir Baryan Africa Rally champion. That was my first encounter with Rally drivers from a media perspective, Being a motorsports fan it was one of my career highlights. Years later I navigated the motorsports industry, which led to my career-breaking moment as supervisor Media office WRC Safari Rally 2021,” narrates Wairimu on her journey.
Since then, she has furthered to invest more in the many projects within RI Sports Limited, focusing on building sports in Kenya for Kenyans by extending local stories to the world; both in sports and entertainment.
“We have an online magazine called the unKNOWN a quarterly digital Magazine that reflects RI in all its diversity, providing content on Talent, the Arts, Sports, and Culture where we share, create, and celebrate the African continent through storytelling. We are also in the early stages of developing Kelani Sports Academy,” reveals Wairimu in our interview.
My friend @WairimuNyathira has featured among the top 50 most influential women in sport reporting… She has come from far. She has amazing content on sports, etc. Follow her here on X. pic.twitter.com/i6cLo3yGmX
— Juma G 🇰🇪 (@jumaf3) March 10, 2024
Over the years, she has worked with different brands, partners, and stakeholders, including Zetech University during the Sports Trophy handover ceremony 2022, Lioness Rally –Media Coordinator 2022, East African Classic Rally –Media 2022, Presenter Sports Vybes Radio Show, Pilot Kimuri FM 2021, Afribox Promoters and media partner during the Female Players Gala Awards organized by the Kenya Footballers Welfare Association (KEFWA), the union whose mandate is to protect the rights and welfare of professional football players in Kenya.
“What we doing at RI is instrumental in shaping the future of sports in Kenya and Africa. By fostering collaboration and synergy among various stakeholders in the sports industry, we are paving the way for building a robust sports culture,” stated Wairimu, adding that there are solutions to these issues, with the right approach.
“I am constantly asking myself what is the building blocks of a viable, mature, and robust sports market in Kenya and Africa. How can RI as an agency, and content creator build value for athletes, and sports companies in general thus building their band? Through RI how can we grow your fan base and revenue? How do we engage you?” she pondered.
According to Wairimu, Kenya and Africa are on the rise, and sports in the continent are part of the avenues to collaborate with them as they build a sustainable ecosystem that benefits athletes, companies, associations, and fans alike, thereby propelling Kenyan and African sports onto the global stage.
“The answer is simple we create it, show you how we can put all this together. Our work at RI is through collaboration, our work will be authentic, and we put the athlete, sport, and talent first. We stick with the content,” She opines.
