Sports, all over the world has evolved into a global force for transformation, creating a Multi-Million Dollar indistry.
According to the President of the National Olympic Committee of Kenya (NOCK), Shadrack Maluki, Kenya, and the whole world must embrace a broader approach to sports development with an emphasis at identifying untapped talent and expanding opportunities across sporting disciplines, from the lowest levels.
Speaking at the 14th International Sports Forum, Russia – Country of Sports, in Krasnoyarsk, Russia, President Maluki emphasised that the role of National Olympic Committees extends beyond preparing athletes for major competitions.
During the International Sports Forum, Russia – Country of Sports under the theme “More Than Sport: The New Role of National Olympic Committees,” President Maluki highlighted the need to identify untapped talent, expand opportunities across sporting disciplines and strengthen grassroots and school sports.
The Kenyan NOCK boss advocated building on Kenya’s pride; the country’s proud athletics heritage while investing in other sports, strengthening international partnerships and advancing NOC-K’s Path to the podium in the 2028 and 2032 Olympic Games strategy.
“The future of the Olympic Movement must be about more than producing champions. It must be about using the power of sport to build better societies,” President Maluki stated.
While underscoring the importance of innovation,Maluki umderscored the need for further action including athlete welfare, education, career transition and good governance in building a sustainable sporting system that serves athletes throughout and beyond their competitive careers.
“These international platforms offer valuable opportunities to exchange experiences, strengthen partnerships, and explore new approaches to sports development, with lessons that can benefit Kenya and the wider sporting community,” President Maluki added.
His message reaffirmed NOC-K’s commitment to expanding sporting opportunities, nurturing future generations and harnessing sport as a catalyst for national development.