It no longer calls for a Carlsberg? Maybe.Carlsberg Malawi Limited, has with effect from next season, terminated its K30 million (about $75 000) annual sponsorship for the country’s football powerhouses—Big Bullets and Mighty Wanderers.
The decision to end the romance comes exactly three months after the giant brewer announced the extension of the sponsorship that sent supporters of the two sides into Carlsberg party mood at a function held at Protea Ryllas in Blantyre on April 16.
According to a letter dated July 16, 2013 from Carlsberg management addressed to Bullets which was sourced by The Nation, the company states that it enjoyed being associated with the People’s Team and wished them a “bright and thriving future”.
However, the letter fell short of giving reasons for the decision, but Carlsberg said they will continue to be part of the game through the sponsorship of the K30 million Carlsberg Cup.
Carlsberg has already given the two teams the first two tranches of this season’s sponsorship amounting to K10 million (about $25 000) each and are remaining with K5 million (about $12 500) for each club.
The brewer’s corporate communications officer Towela Pilling confirmed the development, but asked for a questionnaire in order to provide more details.
“But I can confirm that it is true,” said Pilling in a brief telephone interview.
Bullets chairperson Malinda Chinyama also confirmed having received the letter and described it as a blow.
“The letter has caught me offguard and I don’t know what to say really.
“We felt the coming of Carlsberg Malawi was the beginning of good things to come, but here we are back to square one.
“We had hoped to engage an extra gear and convince Carlsberg by meeting all the three conditions of the sponsorship, but the journey has ended abruptly,” said Chinyama.
He also said though little, the K15 million (about $37 500) sponsorship was a big push.
“We were able to give our players decent upkeep allowances and game bonuses, but with this development, it means we have to reduce our expenditure to suit our pocket.
“Nevertheless, we’ll try to find an alternative,” he said.
But while confirming having got wind of the news, Wanderers chairperson George Chamangwana said they were yet to get official communication.
“I have just heard about it through the grapevine today. So, I am afraid in the absence of official communication, I cannot comment,” said Chamangwana.
Initially, Carlsberg announced that the two big guns would compete for the ultimate sponsorship based on discipline, performance and fair play.
And during the sponsorship extension ceremony three months ago, Carlsberg chief executive officer Abel Chanje said none of the two giants had made the grade last season.
“There was no much significance in terms of behaviour and performance for both teams,” said Chanje.
Football Association of Malawi (FAM) president Walter Nyamilandu, who secured the sponsorship for the two clubs said he was shocked at the development.
“Is that true? Then it is a sad development, I am lost for words.
“Since Carlsberg came into the scene, they hyped the atmosphere and brought back fans to the stadiums. Their withdrawal will be doom and gloom. I am devastated, but I need to know the reasons before I can comment further,” said Nyamilandu.
