OPINION: Why businesses need to prioritise sports and wellness

By Mwihaki Wachira

In today’s business environment, wellness and sports have evolved beyond “nice-to-have” initiatives; they are now strategic levers for brand building. Companies that deliberately integrate wellness into their culture are not only safeguarding the health of their people, but they are also shaping stronger brands that resonate with employees, customers, and society at large. The real question for leaders is no longer whether to invest, but why so many still hesitate.

Across industries, we see the impact clearly. Global research shows that for every dollar invested in wellness; companies save more in reduced medical costs and lost productivity. Employees engaged in wellness programmes report fewer sick days, higher morale, and deeper loyalty.

In competitive sectors like financial services, where the cost of replacing talent is steep, wellness has become essential, not only for performance and retention but also for sustaining a company’s reputation as an employer of choice.

Sports provide a natural bridge between wellness, brand affinity, and community. Many corporates in Kenya have gone beyond wellness centres or medical schemes to establish sports clubs that extend into communities. A strong example is the annual banking industry Interbank competitions, held every September, where institutions invest months of preparation for colleague teams to compete.

For the industry, the month-long meet is a showcase of wellness, teamwork, and pride that reinforces the importance of embedding wellness into organisational culture. This brings people together, promotes healthier lifestyles, and builds a sense of belonging that goes beyond the workplace. They also foster colleague pride, a crucial driver of advocacy, by giving employees visible, authentic ways to live and represent their brand in society.

In the pursuit of wellness, many corporates in Kenya have also gone beyond medical schemes to build sports clubs that connect directly with communities. From football to volleyball, these clubs give colleagues a chance to compete while opening spaces where families and fans come together.

These clubs even host matches that create jobs for coaches, vendors, and local talent. For the brands behind them, this is proof that wellness is more than an internal policy, it’s a way to strengthen reputation, build loyalty, and show brand purpose in action.

Kenya’s demographic story makes this even more relevant. With over 75% of the population under the age of 35, sports is one of the most powerful avenues for channelling youth energy and ambition. Beyond the medals, it is an economic driver, creating jobs, fuelling tourism, and sparking entrepreneurship. When businesses invest in sporting ecosystems, they are not just building visibility; they are strengthening communities, empowering youth, and anchoring their brands in purpose.

At Absa, these insights guide our approach. Our sponsorship of landmark events such as the Magical Kenya Open and the Absa Kip Keino Classic positions us at the heart of sport. But our commitment goes deeper than these high-profile events. We champion grassroots programmes, financial literacy for athletes, and colleague-led sports initiatives that embed wellness in our culture. These efforts drive resilience, teamwork, and pride internally, while extending our impact to the communities around us.

Additionally, organisations that prioritise people and wellness consistently outperform their peers. Research shows that companies with robust wellness programmes see higher employee engagement, lower absenteeism, and improved productivity, while also benefiting from stronger retention and preservation of institutional knowledge. Wellness is therefore no longer a perk; it is a strategic foundation for sustainable growth, exceptional customer experience, and long-term societal impact.

Yet, despite clear evidence, many organisations still under-prioritise wellness. In a hybrid and rapidly evolving work environment, this represents both a risk and a significant opportunity. Forward-thinking leaders understand that wellness is a catalyst for performance, resilience, and purpose-driven growth.

Absa is among organisations that provide leading examples of this approach. For the fourth consecutive year, we have been recognised as Kenya’s and Africa’s Top Employer, a reflection to our deliberate investment in leadership development, employee engagement, and holistic wellbeing.

From colleague-led wellness initiatives to national sports sponsorships, we embed wellness across our organisation and the communities we serve. By creating environments where people, brands, and society prosper together, we demonstrate that investing in wellness is not just good for employees, it strengthens the brand and drives societal impact.

In a country as young and dynamic as Kenya, the question for businesses and brand is no longer whether to invest in wellness, but whether they can afford not to.

The writer is the Marketing and Corporate Affairs Director at Absa Bank Kenya.