Carlsberg Malawi Limited has increased the sponsorship of the 2016 Carlsberg Cup from K30 million to K40 million.
Announcing the increment yesterday Carlsberg senior brands manager (alcoholics) Twikale Chirwa said they were responding to the country’s economic dynamics.
“It is very important for Football Association of Malawi (FAM) and Carlsberg to keep on improving the level and commitment to the sponsorship.
That is why we sign one year sponsorship so that we are able to take stock of what has happened in a season and see areas we can improve on. One of the areas that we have improved this year is to increase the sponsorship based on the economic situation in the country,” he said.
Chirwa said the sponsors were satisfied with the fruits from Carlsberg sponsorship towards football in the country.
“As you are aware, last season Carlsberg Cup grossed about K80 million in eight games. This is no mean achievement in terms of enhancing the social-economic fabric of Malawi. But also, there are commercial reasons. We give our consumers a brand before the game, during the game and after the game.
“I cannot stress how important it is for Carlsberg to be able to give teams a platform to unearth talent for the national team. We saw last season teams such as Dedza Young Soccer Saints and Silver Reserves doing well because they were given a platform. Our objective is to develop football from grass roots level through Copa Coca-Cola and at top level through Carlsberg Cup,” Chirwa said.
Following the increment, champions will now receive K12 million up from K10 million while runners-up will get K5 million.
Semi-finalists will get K750 000 while quarter-finalist will get K300 000 each.
Football Association of Malawi (FAM) executive committee member Daud Ntanthiko, who is also competition sub-committee vice-chairperson, applauded Carlsberg for the gesture.
“As FAM, we are very happy. Our excitement surpasses whatever you can imagine. We are very happy that Carlsberg has come back and even decided to increase the sponsorship.
“We are grateful to Carlsberg board for renewing the sponsorship and also deciding to increase the sponsorship. This, comes against a background where most of the companies are running way from football sponsorship in Malawi and at a time we are going through economic hardships in the country.”
The competition will kick off on May 17 at regional level and Be Forward Wanderers are the defending champions. n