Uniform sponsorship shake up clubs

When Super League of Malawi (Sulom) announced to end uniform and other sports gear handouts to the top-flight league, most clubs received the news with reservations.

They feared that they would not manage to secure sponsors let alone buy for themselves. But, our findings have shown that the move was a blessing in disguise. It has also led the way towards the long-awaited commercialisation drive.

Kamuzu Barracks have led the way after unveiling a K26.2 million sponsorship from Zamm Investments and K7 million deal from Malembo Lodge.

Kamuzu Barracks general secretary Christopher Njeula said the decision has opened a window of opportunity for the Malawi Defence Force (MDF) outfit.

He said: “Realistically it has added value in as far as commercialisation is concerned at club level. As Kamuzu Barracks FC, we entered into partnership with Zamm Investments, endorsing Venom energy drink as our official energy drink.

“Further, we partnered with Malembo Lodge as our hospitality partner. We have a clearer marketing model that promotes, enhances, and build brand loyalty of our partners through our jersey adverts, match-day perimeter advertising boards and media promotion both on mainstream media and social platforms.”

Another MDF-sponsored team Moyale Barracks, who secured sponsorship from Medhealth, said it has helped to attract companies to sponsor clubs.

“For us, the sponsorship from Medhealth is a continuation from last season. On the positive side, I would say that companies that have passion for the game, have come out to help. We hope they will continue in various ways,” said general secretary Mike Chimwala.

Another MDF team, Red Lions, also secured kit sponsorship from NBS Bank.

Mighty Tigers FC, who were one of the clubs that cry foul, have also disclosed that they are happy with the arrangement.

“This has become a tool for us to market the club to the business and corporate world. The kit sponsor is Mothers Foods through its Waka Waka products,” said Tigers general secretary Akuzike Kafwamba.

Civil Service United general secretary Ronald Chiwaula also backed the initiative, saying: “To us we find this a very good move as already alluded to by other clubs.  The quality of the jersey has also improved. However, like in our case, the sponsors haven’t disclosed how much is involved as we are yet to officially unveil them.”

For rookies Dedza Dynamos, general secretary Mabvuto Mugode said they are hopeful they would secure a kit sponsorship soon.

“As of now we haven’t found any kit sponsors despite having contacted many potential sponsors. But we have faith that although the season has already started we will secure one,” he said.

Blue Eagles chairperson Alexander Ngwala said clubs had expressed fear and anxiety, but the situation has imparted creativity on teams to be resourceful.

“It has provided room for other sponsors to market their brands and become visible to the larger community,” he said.

Reacting to this development, Sulom president Tiya Somba Banda said they were confident that clubs would benefit.

He said: “After making a careful analysis on the global trends, we were very certain that clubs will benefit more by securing their own kit sponsorships other than grouping them together with league sponsorship.

“Being the first year, clubs and corporates have realised the potential marketing prospects of this and we believe that in the seasons to come, we will see lucrative deals like in other countries.”

Former Wanderers general secretary David Kanyenda commended Sulom and TNM for opening up on kit deals

“Clubs will now be able to negotiate independently with several willing sponsors and maximise revenue. Previously, the clubs were precluded from securing additional sponsorship but this development unlocks new revenue streams

“Further, the clubs can even get kit deals from renowned suppliers like Adidas, Puma and Nike unlike in the past when they had to go with the choice of the league sponsors.