FAM engages marketing expert

Football Association of Malawi (FAM) has engaged marketing consultant Ian Riley to help the association reposition its marketing department.

The South Africa-based Fifa consultant, who arrived in the country on Monday courtesy of the world football governing body, will help FAM transform the Mpira Village and other facilities into commercial entities.

Mpira Village, has a fully-fletched hotel, conference room, bar, football pitch and gym.

Newly constructed Mzuzu Technical Centre has offices, hostels, football pitches. Under construction Lilongwe Technical Centre will also have similar facilities.

FAM general secretary Suzgo Nyirenda said the consultant would go a long way in making sure the business plans are implemented.

“We have a new head of marketing Mr. Limbani Matola whom we have just employed. He is new in football marketing. That’s why we needed the consultant to help him learn the ropes,” Nyirenda said.

“FAM has in the past been coy on going into such business ventures.

But now, with the association struggling to get funding from government for the national team, the mentality at Chiwembe has changed.

FAM president Walter Nyamilandu said:

“It’s just an idea to make us business minded while running the game of football. We can’t afford to have white elephants when we can re-invest our assets or maximise the return of our investment.

“It’s time that football should be run like a business with the bottom line in mind because we can’t dream of being successful without creating the wealth. Our plan is to optimise use of our facilities for commercial value.

Nyamilandu said it was high time the association started thinking outside the box.

“The time is now ripe to capitalise on Mpira Village because the technical centre has just been refurbished. All the rooms have been furnished and the conference facilities are now fully equipped. This will give us a chance to generate revenue from the gym, bar, restaurant, hotel and the conference facilities.

“Our business model will be based on outsourcing services to third parties to run or hire our facilities in Chiwembe and Luwinga in Mzuzu for commercial gain, said Nyamilandu.”

Commenting on his new role, Matola said football’s value makes marketing challenges surmountable.

“It’s challenging but surmountable. But we remain optimistic. Football is highly valuable. The trend world over is that governments are experiencing equally pressing priorities and the private sector is by and large taking bigger share. That’s the desired direction,” said Matola. n