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Football Sponsorship begins at home


Africa’s mobile industry is a success story that remains one of the best investment opportunities on the codntinent, with subscription numbers set to jump by 50% to 930 million by 2019, according to telecommunications experts.

Penetration rates have exploded faster than anywhere else in the world, climbing to more than 75% by the middle of last year from around 1% in 2000 – fast closing in on the global rate of more than 90%.

The industry’s success can be attributed to the booming Africa middle class, offering an increasingly attractive market for consumer goods and services provided by both global and domestic companies. However, questions are starting to be raised over the decision of some corporates on the African continent to sign expensive sponsorship deals with top European Football Clubs and funneling money away from domestic football.

There are numerous examples of global and domestic companies having signed regional sponsorship deals that allow them to associate their products with top European teams .Two such examples are of a telecommunications giant and an oil company, who invested millions in  signed deals with top European clubs in the English Premier League. In return they receive some match tickets, memorabilia to give away to customers, a coaching clinic hosted by former players, as well as the right to use the club’s logo on merchandising.



The feeling though, is that there are two major concerns for the beautiful game with this growing trend across the continent. Firstly, it is about money that is leaving African football and heading away from the continent. An injection such as that could do wonders for domestic football, junior development and improving facilities in the country.



Secondly, the sponsorship helps only to grow the brand and popularity of top European teams on the continent to the detriment of local clubs and the domestic leagues. So not only do the European teams receive a substantial sum of money, but they also effectively get free advertising and promotion, pushing further back the ambitions of local clubs and the development of the locally sponsored game in the country.

This is but one example of many such deals being done across the continent including in Southern Africa .

Some countries are placed better than most to weather such scenarios as they already have strong development structures, but as for others, particularly in sub-Saharan Africa, such sums of money could go a long way in funding development programmes over a number of years.



Moreover, although there is nothing to stop the companies from entering into these agreements, there is perhaps a moral debate of whether they are spending their marketing budget in a manner that ultimately will benefit their consumers. There is certainly brand affinity associated with such deals, but the big question is, are they actually looking after the best interests of consumers and the countries in which they operate?

Consumer spending in Africa already accounts for nearly two thirds of the continent’s gross domestic product and is expected to double to $ 1trillion by 2020, ultimately reaching $2.2 Trillion by 2030 .There are already 900 million consumers in Africa and the region’s total population is expected to have doubled to 2.4 billion by 2150 , making it bigger than that of either India or China.

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Sport

Clubs petition Zackhem, Jagdish Shah

23rd January 2023

Some disgruntled Botswana Football League (BFL) shareholders are planning to petition the BFL board led by Gaborone United director and chief financier Nicolas Zackhem and his treasurer Jagdish Shah. Furthermore, they want to challenge the Botswana football Association (BFA) leadership over the deteriorating status of football in the country.

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Sport

P80 million windfall for BFA

9th January 2023

Botswana Football Association (BFA) is poised to benefit from FIFA’s forward development programme. The Association will receive over P80 million to be used during the course of the next four years, as the world football governing body is strengthens its commitment to building a stronger foundation and the growth of football.

The Forward 3.0 funds – to be accessed by all 54 CAF members for the next four years have seen an increase of USD 2 million compared to Forward 2.0 cycle and Forward 1.0 cycle when the programme was launched.

According to FIFA President Gianni Infantino, the third cycle of the programme will be launched this month and it will dedicate more financial resources than before to developing football nations as there is an overall increase of approximately 30% compared to Forward 2.0.

“It is vital that we are now strengthening our commitment to building a stronger foundation for the growth of football,” Infantino noted.

The 62 page report by FIFA-Forward-Development-Programme-Forward-3-0-regulations also reveals that for travel and equipment, each member association, subject to compliance with the regulations, will receive an additional USD 1 million to cover the cost of travel and accommodation for their national teams. It further states that the remaining funds may be used to cover the cost of travel and accommodation for domestic competitions organized by the member associations.

“A contribution of up to USD 200,000 for the four-year cycle (2023-2026) to cover the cost of any football equipment related to the training of players and organization of matches (e.g. full kits for the national teams, balls, mini goals, bibs, substitution boards and referees’ communication systems) for those member associations that are identified as needing the most assistance,” the report indicated.

FIFA President, Infantino and his team said the member association is identified as needing the most assistance, for the purpose of the contributions, where their annual revenues (excluding Forward Programme funds as well as funds from any other FIFA programme/ initiative) do not exceed USD 4 million as the figure shall be reflected in the latest annual statutory audit report submitted to the FIFA general secretariat within six months after the closing of the relevant financial year.

Nevertheless, the contributions for travel will be released in four equal installments of USD 250,000 each in January every year, whilst those for equipment will be released in four equal installments of USD 50,000 each in January every year provided that the member association has fulfilled the conditions.

For the specific projects – in the case of Botswana and Namibia – there is an ambition to host the AFCON 2027 and if the joint bid succeed, the two nations will need to build new stadium to meet the requirements of CAF as the Bid technical committee has alluded before; therefore the two associations could make an appeal for extra funds to FIFA.

The report further says where a member association uses funds allocated for specific projects to improve or build new football infrastructure for its direct benefit or for the benefit of another entity (e.g. regional associations or clubs), the member association shall also provide, as part of the supporting documents, the FIFA general secretariat with the relevant national land registry certificate or extract confirming that the member association or the other entity is the owner of the land or the agreements confirming the donation, transfer or other form of provision to, or use of land by the association.

When contacted for comment, local sports analyst, Jimmy George said; “Ours is more a lack of vision, than money to finance programs. Regrettably when you lack vision not even USD 8 million can bail you out. Its pity the funds might be used to pay for the past projects that have yielded very little success.”

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Sport

A trip of a lifetime

25th December 2022

MultiChoice Botswana rewards Francistown branch Customer Service Agent an all-expense paid trip to the FIFA Qatar World Cup

With the just ended excitement of the 2022 FIFA World Cup, MultiChoice Botswana helped to make a few of their employees’ dreams come true with an all-expense paid trip to the most celebrated football event in the world.  Tebogo Marks, a Customer Service Representative employed at the MultiChoice Botswana Francistown Branch, was one of the few selected to win an all-expenses paid trip to the FIFA World Cup in Qatar alongside other top performing members of the pay-TV’s direct and indirect network of employees.

Marks was selected to attend this once-in-a-lifetime event, based on the outstanding performance she displayed over the years as a Customer Service Representative, since joining the brand in 2018. Tebogo Marks’ role entails assisting potential and existing customers with understanding the products and services offered by MultiChoice, promoting and selling DStv content and hardware, solving technical problems that customers maybe experiencing and handling general customer queries and complaints.

Having to deal with an array of distinct customers at MultiChoice Botswana, Tebogo leaves no stone unturned as she ensures that she gives the best service to her clients. “I have made a choice that helping people is part of who I am. As a result I am always looking for solutions to make my customers happy. In everything I do at work, I go an extra mile to elevate the MultiChoice Botswana brand. I believe in helping the customer in a timely manner as I need to show that I value them, even if it means helping a customer at odd hours. For me it doesn’t matter because my aim is to represent my organization well, but most importantly, to give customers a memorable experience,” noted Tebogo.

Bursting in excitement and enthusiasm Tebogo Marks, recalls the highlights of being selected as the winner of the FIFA World Cup Qatar 2022 trip courtesy of her employer, “The moment for me was surreal and I could not believe it, the selection of the competition was based on work competency and job satisfaction. Over the years, my dedication to my work, my ability to exceed customer service expectations and, most importantly, my active driving of internal activities for MultiChoice Botswana won me the trip to Qatar,” she adds. The selection of Tebogo Marks to attend the World Cup games in Qatar was also largely driven by her commitment to pushing MultiChoice Botswana’s JIKA Campaign. The JIKA Campaign, a customer-service focused campaign which looks at educating peers and external stakeholders on the business’ digital self-service options, was heavily dominated by Marks’ efforts and initiatives.

“It was a pleasure to be in Qatar, MultiChoice Botswana had made everything possible for the trip to take place. My employer went all out in making sure that we were comfortable and that we thoroughly enjoyed the entire experience during my short stay at Qatar. What was more exciting was being in the stadium and watching the live game of Ghana and Portugal. It was a heart-warming experience seeing Cristiano Ronaldo live. This was an experience I will never forget,” shared Tebogo.

“We are so sad to see the FIFA World Cup end but we are so glad that we were able to treat those that make it possible for Batswana to experience such amazing sport and entertainment on DStv daily, our employees, with the experience of seeing the games live in Qatar,” says Stephanie Pillay, MultiChoice Botswana Managing Director. “For us, our employees are truly at the core of everything we do. Without them, none of the magic we make through bringing the best in entertainment to our subscribers would be possible.”

Though the FIFA World Cup Qatar 2022 has ended, MultiChoice Botswana is committed to bringing more world-class sport and entertainment on DStv and Showmax this festive season and always. For more information visit www.dstv.com/en-bw or download the MyDStv App on Apple Ios and Google Play stores.

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