The Standard Group Plc is a multi-media organization with investments in media
platforms spanning newspaper print
operations, television, radio broadcasting, digital and online services. The
Standard Group is recognized as a
leading multi-media house in Kenya with a key influence in matters of national and
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A recent trip to Berlin, Germany and Stockholm, Sweden was one of my most transforming of journeys.
In Berlin, Hertha Berlin Sports Club owns a merchandise shop at the Berlin Central Railway Station where I went to buy a Bayern Munich souvenir replica jersey for my friend Tom, a staunch supporter.
Unlike in Kenya where the selling of fake jerseys is a booming business, Germans do not do fake jerseys as club merchandise business is seriously controlled, and one has to seek full legal authority from a club before being allowed to do business.
But an attendant at Hertha Berlin merchandise store politely advised me to try visiting Bayern's home city of Munich if I wanted the team's jersey.
I was embarrassed. I walked round the shop looking at Hertha Berlin merchandise on offer.
What I saw sent my head spinning. Jerseys, wrist bands, helmets, socks, boots you name it. It was the first time I was seeing replica boots on sale.
There were several pictures of their legends on display. They even had old squad pictures dating way back.
In Kenya, however, all you will find at the so-called merchandise shops are pirated jerseys, a handful of scarfs, plastic wrist bands and stickers.
In Europe, copyright infringement is a crime, with offenders liable to hefty fines or prison terms. This is why major European clubs will not hesitate to invest huge amounts of money in reproducing and exporting merchandise - the law guards their business. Such officials will always develop cold feet when asked to register their club trademarks, names and even symbols.
They say, "When a hyena wants to eat its children, it accuses them of smelling like goats." This is what is happening in Kenya - the hyena is busy eating its own children.
AFC Leopards and Gor Mahia are notorious for calling harambess, yet they can make millions by just selling their merchandise.
Let's break it down.
If a big community club, say Gor Mahia, sells 1,000 jerseys every week at Sh1,500, that translates to Sh1.5 million. In one year (52 weeks), the club could comfortably make Sh78 million! This is more than any sponsor can give.
The biggest clubs in Europe generate about 30 per cent of their annual income from merchandising alone.
Some of these clubs have signed distribution rights with major clothing stores like H&M, C&A, Woolworth and Kicks.
Back to Hertha Berlin.
The club runs a monthly print and online magazine with advertisements appearing on virtually every page, thus rakes in money for the club.
And while hard copies are sold in the stores, thousands are sold through subscription.
Copies go to registered fan club members who also order and receive match tickets by mail or online. Imagine that happening in Kenya.
On any match day, long queues can be seen at the railway station shop. Most fans line up to replace worn-out jerseys.
The club also has a creative team which do pin-up images of their stars in pencil sketches. All pictures are done by official club photographers and designers. Then there are pictures of players taken off the pitch; in different parts of town, either on the beach, club house, golf courses, or even night outs with their families.
Rather than our dubious club officials enjoying the status quo as it gives them an opportunity to engage in dirty deals while carrying the begging bowl, let's learn from Hertha Berlin.
