The National Olympic Committee of Kenya (NOCK) is to hold a workshop in marketing and event tourism in a bid to improve its image and create a new revenue stream.
Hill Park Hotel in Nairobi will host the event between January 28 and February 2 with national governing bodies and other stakeholders invited.
Francis Mutuku, the NOCK's acting secretary general, told Citizen TV that the governing body wanted to "tap into the wider scope of generating more revenues in sport through proper strategic marketing".
It is hoped that a marketing plan for 2020 to 2024 will be developed, with officials believing they have not adequately cashed in when Kenya has achieved sporting success, especially in athletics.
Sport tourism is a key area being looked at.
"We feel that Kenya, as a sporting nation, has not fully exploited its capacity and this workshop and development of a marketing plan is one step towards this initiative," Mutuku said.
"This is key as we prepare for the Olympics and we trust that the ideas developed will immediately be put into practice.
"The way we market team Kenya leading to and during Tokyo 2020 [has] a view of maximising the value and enhancing the brand of sports in Kenya."
Last month, Kenya's Tokyo 2020 Chef de Mission Waithaka Kioni promised that "every coin" would be accounted for to avoid any risk of a repeat of the corruption scandal that marred the nation's appearance at Rio 2016.
Several top officials ended up in court after claims that money meant for Kenyan athletes in Brazil had been misused.
Missing kit and tickets being sold at inflated prices were among the allegations made.
Kenya has also been hit by a number of high-profile drugs scandals in athletics.