Kenya Airways has officially terminated its sponsorship to the Kenya Sevens rugby team after seven years, according to a report by allafrica.com.
The airline's Managing Director and Chief Executive Officer, Mbuvi Ngunze said the airline, that has been Shujaa's title sponsor since 2010 spending over Sh900 million in cash and in kind, has evaluated their current business strategy and opted not to renew the sponsorship.
Even though the Kenya Airways and Kenya Rugby Union contract ends on November 30, this year, Ngunze indicated that the airline will continue supporting the sport through select initiatives.
He noted the airline entered into the partnership to grow the game and support the players, a move that it has achieved seeing the recent performance of the team.
Kenya Airways sponsorship took the management of Kenya Sevens to another level where players started to get monthly salaries with handsome match allowances and bonuses.
During that period, Kenya reached the final of the World Rugby Sevens Series twice before winning their maiden leg in Singapore during the 2015/2016 season.
Their best ever season was during the 2012-2013 where they finished fifth.
Besides reaching their second Rugby World Cup semi-finals in 2013, the team qualified for this year's Olympic Games in Rio de Janeiro, Brazil.