Marketing Nutritious Foods for Long-Distance Runners: A Sports Entrepreneurship Perspective in Kenya

Kenya’s global dominance in long-distance running presents a unique opportunity for sports entrepreneurs in the nutrition sector. However, the commercialization of nutritious foods tailored for endurance athletes remains underdeveloped. This study explores how strategic sports marketing can enhance the promotion and adoption of performance-enhancing nutrition among long-distance runners while fostering a profitable sports nutrition industry. Using a systematic literature review (SLR), the study synthesizes existing research on athlete dietary needs, sports nutrition marketing, and entrepreneurship trends. Findings highlight two key challenges: First, a lack of structured branding and targeted marketing strategies for sports nutrition products limits their reach and adoption among professional and aspiring runners. Second, insufficient partnerships between sports nutrition brands, elite athletes, and training institutions restrict awareness and consumer confidence in scientifically-backed nutrition solutions. Addressing these gaps requires leveraging Kenya’s athletic reputation to enhance brand positioning, athlete endorsements, and digital marketing strategies for nutritious foods. Strengthening collaborations between nutrition entrepreneurs, sports federations, and corporate sponsors can drive product accessibility, industry profitability, and athlete performance. The study contributes to the growing discourse on sports entrepreneurship by positioning nutrition not only as a performance enhancer but also as a viable business opportunity within Kenya’s thriving running industry.