Strive for sponsorship

DAR ES SALAAM: THE 2024/25 Premier League season is over with Young Africans retaining the trophy for yet another spell.

This week, we witnessed Yanga receiving 262.5m/- dividend from their main sponsor, SportPesa, as part of a contractual obligation tied to the club’s performance in the 2024/25 season.

Sponsorships are crucial for football leagues as they provide essential financial support, enhance brand visibility and foster community engagement.

They allow clubs to operate at a higher level, improving facilities, attracting better players and creating a more professional environment.

As clubs get prepared for pre-season and ultimately for the 2025/26 season, they should put in mind the sponsorships issue that is important, given the fact that most clubs in the country have no projects that earn them big amount of money to run their day-to-day activities.

For clubs there are several benefits, including financial stability: Sponsorships provide a consistent revenue stream, enabling clubs to cover operational costs, invest in infrastructure (like stadiums and training facilities) and attract top players and staff.

Enhanced facilities is another issue: Sponsorship money can be used to upgrade facilities, creating a better environment for training and player development, ultimately improving performance.

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As for professionalism, with increased financial resources, clubs can operate at a more professional level, leading to better organisation, management and overall club development.

Fan engagement is another issue. Sponsorships can translate into better fan experiences through giveaways, events and merchandise discounts, fostering loyalty and excitement.

Sponsorships also work for brands – increased brands awareness, whereby backings place brands in front of large, engaged audiences, significantly increasing brand recognition and visibility.

Targeted marketing: Sponsorships allow brands to connect with specific demographics and fan bases, increasing the effectiveness of their marketing efforts.

Positive brand associations: By associating with a successful and popular football club, brands can build positive perceptions and foster strong relationships with fans.

Let all clubs strive on sponsorship deals so as to achieve, at least, the above.