Some sports associations struggling to unlock corporate support

Some sports associations have admitted that they are struggling to unlock sponsorship from the corporate world due to, among others, governance issues, lack of proper marketing strategies and popularity gaps.

While football and netball are enjoying sound sponsorships valued in billions, other local sports codes continue to struggle to win corporate support to implement their programmes due to lack of funds.

Basketball action during the 2022 Region 5 Youth Games. | Nation

For example, FDH Bank plc has pumped in K5 billion towards the elite football league. The bank also injected K1.2 billion into the National Netball Premier League.

Recently, National Bank of Malawi (NBM) unveiled a K2.3 billion Women’s Premiership, Scorchers and Under-23 men’s football championship. Nico Group also unveiled a K1 billion sponsorship towards netball.

On the other hand associations such as judo, volleyball, basketball, hockey and boxing are still struggling to secure meaningful sponsorship.

In an interview, sports analyst Ben Chiwaya said football and netball enjoy sound sponsorship mostly owing to their popularity.

He said: “These are sports codes that are followed by masses on the local scene and obviously most companies would opt for these disciplines to get more mileage than the others. Their associations are also organised with proper structures in place.

“However, that doesn’t mean the other sports codes cannot make a breakthrough and that is where innovation comes in. They need to come up with initiatives that can convince a potential sponsors to invest their money.

“Another way of bailing out disciplines that are viewed as minority sports is for government to come up with a realistic tax waiver arrangement. Otherwise, considering the current state of our economy, it is a tough situation.”

Volleyball Association of Malawi general secretary (GS) George Dickie Mbewe acknowledged that they still have work to do to attract the kind of sponsorship that football and netball are enjoying.

He said: “We are currently putting our house in order, both in terms of governance and the technical development of the game.

“One of our priorities is to establish a permanent secretariat because we understand that sponsors want to work with an organised and accessible institution.”

Mbewe added that they are also working to improve the quality of competitions and the visibility of the sport so that more people can appreciate and follow the game.

On his part, Boxing Federation of Malawi GS Drake Chithambo said that if they are to enjoy good and steady sponsorship, they need to change the perception most company captains have about boxing.

“To secure big sponsorship, we need to change the perception of the sport. People at large think boxing is rogue and associated with violence, yet it is the cleanest and safest sport as rules strictly apply. To that effect, we have organised a boxing dinner which as one of the strategies to break the jinx,” he said.

“It is sad that most companies are reluctant to support boxing, yet it is only boxing that has brought medals from Commonwealth Games. That history is rich and we need to harness that. The corporates are looking for production penetration and niche market, that is what we are doing currently,” he said

He added that they have embarked on a long-term project where they will be organising competitions throughout the country where 80 percent of the bouts will be free of charge for mass participation and mobilisation to create a platform for the corporate leverage.

On the other hand, Judo Association of Malawi attributed the situation to lack of massive publicity.

The association’s president Ousborne Banda said: “Media exposure influences how companies evaluate sponsorship opportunities. A company may prefer a sport that receives regular coverage on television, radio, newspapers and social media because its brand can reach a wider audience.

“Some corporate decision-makers may be unfamiliar with judo, its international competitions, athlete development pathways or its contribution to society.

They may understand the commercial opportunities associated with football and netball more easily because they encounter these sports frequently.”

Malawi National Council of Sports has strongly emphasised good governance, accountability and strict compliance for all national sports associations as being key to unlocking sponsorship.

Sports Council board chairperson Jim Kalua said: “Financial accountability is one of the key issues to meet the corporate world requirements. Associations must always strive to meet proper governance standards, including timely elections and transparent submission of audited financial reports.

“Not only that, but they also lack proper and accessible office infrastructure. It gives a picture of lack of seriousness, and you cannot convince companies,” he said.

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