FAM orders new replica jerseys

ootball Association of Malawi (FAM) has ordered another consignment of  Flames replica jerserys from new kit sponsors, International Sports Apparel Design Institute (Isad).

FAM signed a three-year deal with Isad after previous deals from Adidas, Puma, Umbro flopped.

The South African firm, owned by former Fulham and Bafana Bafana midfielder Kagiso Dikgacio, was engaged after the association terminated the contract with UK’s Umbro.

“We ordered the first consignment of about 500 pieces in November last year. As of now just about 100 jerseys are remaining in our stores.

“With this positive and encouraging feedback, we proceeded to place another order which we are expecting in 10 days time. Of particular interest is also the fact that we already have firmed up orders from Malawians living in diaspora such as Iraq, United Kingdom and USA,” he said.

But sports marketing experts have tipped the association on how they can improve on the marketing of the replica jerseys

Former FAM acting general secretary George Kaudza Masina, who is also a marketing expert, said  the marketing of jerseys has not been visible enough to attract buyers.

 “Over the years, FAM has not done well on the marketing of replica jerseys and maybe it’s high time they engaged other stakeholders to be selling and marketing these replica jerseys on their behalf,” he said.

While applauding FAM for selling 400 jerseys, so far, Nyasa Big Bullets business development officer Kevin Moyo said the economic problems and Flames performance could have an impact on the sales.

“Selling 400 out of 500 jerseys is a job well done taking into consideration when the initiative took off. The challenge is the performance of the Flames can negatively affect the sales. Supporters do not want to be associated with a losing brand.

“Let’s face it, it has been a problem to sell replicas in Africa apart from South Africa, DR Congo and Maghreb Arab countries, due to economic factors,” he said.

Another sports marketing expert Felix Sapao also said the association needs to expand its selling points.

“ FAM needs to approach the corporate institutions  for replica sales. This is something that has worked well in other countries,” he said. n