Generation X has been challenged to promote the adoption and utilization of innovative knowledge and skills through education across urban and rural areas to capitalize on the lucrative local and international sports sector.
Sports management stakeholders, primarily from the older generation, acknowledge that the involvement of Generation Z in sports management and marketing through specialized education programmes remains largely untapped.
The introduction of educational packages designed to enhance the utilization of Generation Z’s knowledge and skills in the sports education curriculum would increase the chances of leveraging innovative digital technology both nationally and internationally.
However, coordinated skills acquisition through specific education syllabi remains a challenge. This coordination could lead to the creation of more opportunities across all regions and internationally.
The significant social media presence of the youth should not remain solely a platform for political activism but should expand to include curricula that can harness various economic benefits, including those in sports.
Barnaba Korir, chairman of Athletics Kenya’s Nairobi Branch, stated that continued acquisition of innovative skills among the youth would help the country tackle issues like age cheating and doping in sports.
According to Korir, the leadership of Athletics Kenya appreciates the potential of Generation Z to elevate athletics and other sports through their use of technological communication avenues.
The government, recognizing this potential, launched the Talanta Hela initiative under the Ministry of Sports.
“The establishment of Talanta Hela Initiative by the ministry of sports is timely in that it offers a platform through the Gen Z’s can realise their potential as far as the creation of athletics content is concerned,’’ said Korir.
The versatile knowledge and skills in digital technology among Kenyan Generation Z can be harnessed to promote sports, benefiting the country’s well-being.
Kenya’s potential in sharing success stories in sports can help the country conquer the global sports arena by leveraging the energy and innovative technological skills of the vocal, visible, and demographically dominant Generation Z population.
Combining the energy and innovation of Generation Z is crucial for taking Kenyan athletics to the next level and solidifying our status as a global powerhouse, Korir emphasized.
Digital skills among the youth, largely absent among older sports managers, are essential for growing Kenyan athletics through information dissemination.
“From all corners of Kenya, there are numerous stories of young athletics that are yet to be told in the traditional media’’, said Korir adding that the Gen Z’s in sports had huge potential to produce and disseminate interesting content telling the stories of athletics at the grassroots.
This content would enhance talent identification, nurturing, and development, and open pathways to prosperity for athletes by attracting interest from various brands.
Additionally, the youth have the strength and means to combat doping and age cheating through education and awareness campaigns, addressing issues that continue to plague the sports sector.
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By Robert Nyagah
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