Empowering Communities through Sports: The Story of Jonard Asiimwe and Kitara FC
In the 2023/2024 season, Kitara FC emerged as one of the standout teams, consistently occupying the top-three positions in the StarTimes Uganda Premier League table.After getting relegated to the FUFA big league in 2021, the club learnt from past mistakes. Not only did they achieve their goal of finishing in the top five, the side that finished 4th also won their first ever Stanbic Uganda Cup.
According to Coach Brian Senyondo and club president Deo Kasozi, player welfare was a key factor driving the team’s success.
Among the vital sponsors supporting Kitara FC’s journey is Jonard Investments, a group of companies whose director Jonard Asiimwe is passionate about sports.
While Asiimwe’s personal football ambitions took a back seat to academic pursuits, his passion for the sport motivated him to invest in the sport. In the realm of football, the distinction between business and passion often blurs, especially for individuals like Asiimwe Jonard.
Impressed by the club’s performance in the 2023/24 football season, Jonard explains why he chose Kitara, whose jerseys bear the Jonard logo.
“Kitara FC holds historical significance, representing our (Bunyoro) ancient kingdom. Moreover, many of the players are part of my youth groups. I wanted to support them since some aren’t pursuing studies in our areas.
Being part of Kitara allows me to support their agenda, nurture talent, and improve their socio-economic status,” he told NBS SPORT.
As the generous sponsor of Kitara FC, Jonard’s commitment to investing in football goes beyond mere financial gain.
“Return on investment is important, but it’s not the sole consideration. I’m guided by a long-term vision rather than immediate gains. Together, we’re building a legacy, focusing on Kitara FC’s future,” he explained. “You see, in life, I didn’t do economics. I’m a pure scientist. But we have what we call a sigmoid curve in life, that in anything you do, if you plot that curve, it begins from negatives. It reaches at a time it becomes zero. Then from there you’re not losing, you’re not earning. Time comes when it begins raising to profits. I’m very sure if I focus on returns now, I may not hit my vision. By fostering Kitara’s growth, the rewards will naturally follow,” he emphasized.
Jonard Asiimwe with the Uganda Cup trophy after Kitara’s 1-0 Victory over NEC
Jonard envisions a future where sports serve as a catalyst for positive change within communities. He advocates for mentorship programs for retiring players and stresses the need for improved talent scouting processes to effectively identify and nurture overlooked talent
“I envision Uganda’s football reaching regional and national levels, echoing the progress seen in other continents. To achieve this, mentorship programs for retiring players are crucial. Unlike Europe, where players have structured post-football plans, many in Uganda struggle after retirement. Providing mentorship ensures players view football as a stepping stone, not the final destination,” he noted.
“We must enhance talent scouting. Currently, players are often selected based on personal connections rather than merit, resulting in overlooked talent.
Leveraging professional scouting software and implementing proper player documentation processes will aid us in identifying and nurturing talent effectively,” he observed.
Jonard wishes to attract more sports investors to the sport.
