Since Chipiku Stores took over sponsorship of the Central Region Football Association League, the game has improved in that lower league such that most of its products that get promoted into the TNM Super League do not just participate but compete favourably.
On their debut appearance, Kamuzu Barracks ended on fourth place while Airborne rangers escaped relegation in their first season last year. Epac who ended 11th last season, are a regularly side now in the top flight league.
All this is the excellent incentive they get from their faithful sponsors, Chipiku Stores, and I join Sam Madula — the PS in the Ministry of Sports and Youth Development — in applauding Chipiku for their commitment to continue supporting the league by injecting K7.5 million, up from K6 million.
Such commitment is rare. Most companies do not dare to venture into football because of many factors but it seems Chipiku have very good partners in the Central Region Football Association League, who are running the league professionally.
The publicity is impressive. The league’s administrators make sure the sponsors are visible by tabulating all relevant information for the public to appreciate the development of the league.
So, well done to both the sponsors and the league administrators for the good work being done to develop the sport.
The league and the clubs should nurture this partnership and never at one moment should they bring the sport in disrepute that would force Chipiku to think otherwise.
When sponsorship is well, it becomes a win-win situation for both parties, which is the case with Chipiku League.
I also was impressed with the decision to re-launch the league in Mchinji where some of the participating teams are based. That’s one way of impressing fans to patronise the games.
With good patronage, teams fight their lungs out to impress the fans as well as get spotted by top flight teams.
With such support from Chipiku, coupled with the excellent administration, the league’s officials can garner the courage to approach other partners to join in as sponsors of a cup competition or any other incentives such as perimeter advertising during games.
This kind of partnership can earn the sponsors some marketing mileage since most of the games take place in places like Mchinji whose residents may not be aware of some of the companies’ new products and services.
This is what earns other leagues out there more revenue in what is called broadcasting rights. Let’s try it here by asking more companies to display their range of products and services around football pitches for each game.
If one sponsor would prefer to have a fixed advertising apparel, then they should pay annual fees. I have noticed that there are some fixed billboards at our venues but do they pay for that advertisement?
I also urge fans to respect this billiboards. Our fans are fond of grabbing the advertising apparel despite being pleaded not to.
Other companies start removing their equipment way before the game has ended which is so embarrassing to explain to a foreign visitor why that is being done.
Let’s restrain from being barbaric. Let’s respect the expensive gear from the sponsors who keep our football rolling.
Well done to Chipiku Stores.
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