National Sports

FAM/Umbro deal unprofitable

Football Association of Malawi (FAM) has failed to make profits from the money they invested in the replica jerseys deal with Umbro that was officially signed in 2014, Nation on Sunday can reveal.

FAM made a payment of K50 million ($131 000 then) to Umbro, according to the local football governing body president Walter Nyamilandu when he unveiled the sponsorship.

But in an interview with Nation on Sunday on Thursday in Lilongwe, FAM commercial director Limbani Matola said they will make K50 million in total sales.

Bullets and Wanderers replica deals also flopped

“Currently we are remaining with 75 jerseys and from the way the sales have picked up, they will all be sold before the end of the month. In total we expect to make K50 million,” said Matola.

According to the contract with Umbro, FAM was supposed to finish the 5 000 consignment in the same year 2014 after which the giant UK-based sports line company was supposed to send another stock of 5 500. But after three years, FAM is yet to finish the stock and, ironically, the contract was for three years.

Matola could not commit as to when they will get the next consignment from Umbro.

It is not only FAM that has failed in making profits from replica jerseys business. Local clubs such as Nyasa Big Bullets, Be Forward Wanderers and Silver Strikers have failed to capitalise on the star power of players through personalised shirt sales and other sports merchandise despite enjoying huge following.

The three clubs had signed big replica deals with the US-based sportswear firm Nsejjere Holdings, but the contract flopped.

In other countries like South Africa, England and Spain, clubs and national teams make huge profits from selling branded products of their star players.

Kaizer Chiefs and Bafana Bafana made huge sums by selling the replica shirts of Siphiwe Tshabalala when he was at the peak of his soccer career.

Matola confessed that the football industry is yet to use players as brands.

“In professional setups, players are brands on their own. The more valuable they are the more the money they bring,” he said.

He, however, said the challenge in the local setup is that most players are not committed in terms of performance.

“A player worth to be a brand ambassador must have attributes of consistency in terms of performance. He must not be scandalous,” said Matola.

Reputed marketer Enwell Kadango, who is also general manager for Petroleum Importers Limited, said FAM and the clubs need to carry out research on how local fans can welcome the idea.

“First, FAM or the clubs must do a market research and get feedback from soccer fans. But more importantly, the player or players to be used as brands must be at their peak and maintain that peak for some time,” said Kadango. n

 

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