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BPL poorly branded – FIFA

Team website

Premier league outfits are not taking advantage of the visibility and services that a football website provide — a recent study conducted by FIFA, the word football governing body, has found out.

Shockingly, it comes into the open that 70% of domestic premier league clubs do not have official websites. This according to FIFA, kills the brand and visibility of clubs hence failure to attract lucrative sponsors by clubs.

FIFA also found out that the remaining 30% of clubs with websites are lacklustre and found wanting when it comes to their online presence.

The websites surveyed are of low quality and the professionalism is below par as compared to other African soccer clubs. This is largely the case because there is little interaction amongst club followers and club products such as kits and any kind of merchandise not sold online.

Worse still, ticketing and membership subscriptions are not available online and those that are available take long to processes and are not transparent, FIFA said. This has further killed interaction amongst followers as many clubs in this front lack knowledge to merge interest of club sponsors with followers on the website.

There was also the discovery that sponsor details and terms are not adequately laid down in the club website. Much of the information of this discovery is laid bare by websites of Township Rollers, Miscellaneous, Orapa United, Gaborone United and Jwaneng Galaxy.

Furthermore, FIFA says social media is another platform where clubs fail dismally to take full advantage of their services. The clubs’ social overview indicates that 100% of premier league clubs have Facebook accounts while 25% of these teams have accounts on all three platforms (Facebook, Twitter and Instagram).

However, 75% of clubs have Twitter accounts and as expected, Instagram is the least used social network by clubs.FIFA has further advised that all clubs must expand their social media presence and improve the quality of it. This is the case because social media is the easiest and less expensive medium of communication to reach and engage with a larger group of people.

Notably, it stems out that the gap between Township Rollers and other clubs is abysmal, this therefore works against creating a strong BPL brand value. Rollers is the only club with more than 50 000 followers on Facebook, more than 20 000 followers on Twitter while its Instagram followers surpass 27 800.

Much of the BPL brand value is killed by some social Facebook football fan accounts. They have stood long and have thus attracted more followers than official accounts. Pages like Killer Pass and Botswana Football have consequently seen more than 100 000 following. Both of the accounts give 24 hour on-going updates of football latest news, transfers, results, video and live updates.

FIFA has therefore come to a conclusion that the two social media pages have grown interactive since they incite followers to answer and present their impressions about local football.

However, most clubs’ presence is easily established in state broadcasters, RB1 and RB2. Furthermore, it emerges that most BPL clubs are covered in print and online media outlets where Daily News, Mmegi, Midweek Sun, Guardian, The Voice, WeekendPost, The Patriot and Sunday Standard are doing most of the reporting.

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