10th U6+ Consortium of African Universities International Conference

Kenya’s athletics has achieved global recognition, yet para-athletes remain underrepresented in sponsorships, branding, and visibility. This study examines the relationship between federation structure and athlete marketing support, focusing on implications for para-athlete inclusion. Guided by the Sports Policy Leading to International Sporting Success (SPLISS) framework and organizational structure theory, the study employed a quantitative explanatory design. Data were collected using a structured seven-point Likert scale questionnaire administered to athletes registered with Athletics Kenya and Paralympics Kenya. The target population comprised 6,300 able-bodied athletes across three high-density counties (Nandi, Elgeyo Marakwet, and Uasin Gishu) and 100 para-athletes officially registered with Paralympics Kenya. A stratified multistage sampling technique was applied to ensure representativeness across both groups, proportionally allocating respondents and using systematic and random sampling within strata. The final sample analyzed consisted of 469 athletes (369 able-bodied, 100 para-athletes). Hierarchical regression analysis revealed that federation structure exerts a strong, significant influence on athlete marketing support (β = .443, p < .001). Well-structured federations enhance sponsorship frameworks, branding initiatives, and athlete visibility. However, qualitative insights highlight that para-athletes often remain excluded from these benefits due to stigma, fragmented support systems, and limited institutional prioritization. This exclusion perpetuates disparities in performance outcomes, as marketing support is the strongest predictor of athlete success in Kenya. The study underscores the need for federations to adopt inclusive practices that integrate para-athletes into marketing strategies. Policy recommendations include transparent resource allocation, disability-inclusive sponsorship frameworks, and targeted media campaigns to elevate para-athlete visibility. Embedding marketing support within equitable federation structures can empower para-athletes, close performance gaps, and advance Kenya’s leadership in inclusive sport development.