Safaricom has once again thrown its weight behind the Sports Personality of the Year Awards (SOYA), announcing a one million shillings sponsorship ahead of the 2025 ceremony, set for April 16th at the Kenyatta International Convention Centre (KICC).
This latest contribution underscores the telecom giant’s deep-rooted support for Kenyan sports and its dedication to honouring the athletes and teams that elevate the nation’s profile both locally and internationally.
“For us at Safaricom, sports are more than competition—they’re a force for good, capable of inspiring generations and uniting the country,” said Safaricom CEO Dr. Peter Ndegwa. “We’ve been on this journey with SOYA since its beginning 21 years ago, contributing over KES 300 million along the way. This is how we celebrate the excellence and determination of Kenyan athletes who consistently fly our flag high.”
SOYA founder and National Olympic Committee of Kenya (NOCK) President Dr. Paul Tergat praised the partnership, calling it instrumental in building SOYA into the premier stage it is today.
“Safaricom’s steadfast support has helped us recognize our national sports heroes year after year. As we focus on celebrating women in sports this year, it’s only fitting we do so with a partner that shares our passion and vision.”
Themed “Celebrating Women’s Excellence in Sports,” the 2025 SOYA Awards will honour outstanding individuals and teams across 11 categories, including Sportswoman and Sportsman of the Year, athletes with disabilities, top coaches, school teams, and the Hall of Fame.
Among the top contenders are Olympic champion Faith Kipyegon and her formidable competitor Beatrice Chebet, who headline a powerful list of female nominees that includes Ruth Chepng’etich, Hellen Obiri, and Faith Cherotich. In the men’s category, boxing star Boniface Mugunde—who claimed Kenya’s first African title since 2017—is up against basketball standout Albert Odero and athletes Emmanuel Wanyonyi, Ronald Kwemoi, and Benson Kipruto.
This year’s awards come on the heels of a historic performance at the 2024 Paris Olympics, where Kenya led the African continent with a total of 11 medals: four gold, two silver, and five bronze.