Kenyan Premier League (KPL) champions Gor Mahia this week announced a new five-year sponsorship deal with Kisumu-based state corporation Agro-Chemical and Food Company Limited.
Agro-Chemical is the spirits maker behind two alchoholic brands; Patriot Gin and Patriot Vodka which will now be promoted by Gor Mahia.
As part of the deal, Gor Mahia will earn Sh5 from the sale of each unit of the two drinks.
Gor Mahia is expected to use it's large, fanatical fan-base and extensive national branch network to boost the popularity of Patriot Gin and Patriot Vodka.
The agreement was signed by Gor Mahia Chairman Ambrose Rachier and Agro-Chemical Chief Executive Officer (CEO) Ashok Agrawal.
"Football is not new to us since we have in the past sponsored a team in the top league and second division. This time, however, we decided to go for a partnership we believe works for both the football team and the company," noted Agrawal.
The company advanced K'Ogalo Ksh2 Million to facilitate preparations for their second-leg CAF Confederation Cup group stage play-off against DC Motema Pembe in DR Congo.
The first leg in Nairobi ended in a 1-all draw.
Gor Mahia, arguably Kenya's biggest football club, faces serious financial challenges exacerbated by the exit of former shirt sponsors Sportpesa, a betting firm, from the country.
Rachier expressed hope that the deal would help get the club back on track, explaining that similar past ventures failed due to inefficiency from their corporate partners.
A few seasons ago, Gor Mahia launched club-branded loaves of bread which were embraced by fans but the program was soon discontinued.
Rachier blamed poor supply from the manufacturers for the situation while promising that the Agro-Chemical partnership would be better managed. A team is reportedly in place to co-ordinate distribution and marketing.
"I know we have many fans who can be patriotic. We had similar partnerships with some bread companies and our fans consumed the product well but the companies lacked the capacity to supply," he explained.