LG and SJAK Extend Awards Partnership

By Samuel Ouma

LG Electronics (LG) East Africa has announced a new one-year sponsorship extension for the prestigious Sports Personality of the Month Award (SPOM), which will run from January to December 2024.

For the ninth year in a row, the electronics manufacturer has partnered with the Sports Journalists Association of Kenya (SJAK), which administers the monthly award.

At the official signing of the 2024 contract, LG's Managing Director for East Africa, Dong Won Lee, emphasized the partnership's goal, stating that it has played a critical role in promoting sports development throughout the country.

"This year, we find it wise to expand this support of our heroes to communities and institutions of learning to support and inspire upcoming sports giants across diverse disciplines. We are, therefore, investing Sh3.5 million and banking on SJAK's support to drive our objective of supporting the growth of local sports. LG's long-standing partnership with SJAK started in 2015 with the now defunct "KPL Footballer of Month Awards," said Dong Won.

Lee disclosed that recipients of the monthly awards will receive an array of LG home appliances and entertainment systems, such as washing machines, refrigerators, and advanced televisions.

As a component of the agreement, LG Electronics will also conduct Community Social Responsibility (CSR) initiatives linked to sports.

On his part, SJAK President James Waindi said, “We are always grateful to partner with LG in rewarding top-tier sports personalities over the last nine years. Within this period, we have managed to reward many trailblazing athletes, among them Angela Okutoyi who went on to become the first Kenyan grand slam winner, and rewarded several other athletes in little-known sports."