Clubs struggle to embrace technical sponsorship

 Some TNM Super League clubs are struggling to clinch technical sponsorship deals with the corporate world, a season after pleading with league sponsors TNM plc to surrender the shirt exclusive rights.

I n i t i a l l y, TNM plc, as exclusive rights holders of the shirt advertising, were providing technical support such as uniforms and equipment to all Super League clubs.

But after surrendering the rights, clubs now have to find technical sponsors to provide them with these essentials.

However, out of 16, only FCB Nyasa Bullets, Moyale Barracks, Kamuzu Barracks, Mafco and Red Lions have found technical sponsors

TNM Super League champions FCB Nyasa Bullets have a three-year technical sponsorship agreement with Admiral.

The club’s chief executive officer Suzgo Nyirenda said as technical sponsors, Admiral provides uniforms and equipment to the club.

He said: “In return, they have their logo displayed on our regalia, including training attire. The technical sponsorship also goes hand in hand with the sale of replica jerseys. They provide uniforms and training kit while we buy replicas from them.”

All Malawi Defence Force (MDF) TNM Super League clubs have technical sponsors. Mzuzu-based Moyale Barracks signed a kit sponsorship deal with MedHealth in 2022 while Lilongwe-based Kamuzu Barracks have a deal with Zamm Investments.

Zomba-based Red Lions also have kit sponsorship deal with NBS Bank plc while Salima-based MDF side Mafco partnered AKN General Dealers.

But while these five clubs have embraced kit sponsorship, the other 11 TNM Super League clubs are still struggling.

Mighty Mukuru Wanderers, Silver Strikers, Dedza Dynamos Salima Sugar, Mighty Tigers, Ekwendeni Hammers, Blue Eagles, Civil Service United, newly promoted sides Bangwe All Stars, Chitipa United and Extreme FC are in the same boat.

Lilongwe-based giants Silver Strikers chief executive officer Faith Mzungu-Vilakati said they have intensified the search for a kit sponsor.

“Currently, we don’t have a kit or jersey sponsor other than the general sponsorship from Reserve Bank of Malawi. Under our commercialisation drive we are trying to bring sponsors on board for kit sponsorship “So let me take this opportunity to call in companies to partner with us for shirt sponsorship. The shirt sponsor will be able to advertise their brand on our team’s shirts by having their logo or product graphic on the shirts. This may also extend to the replicas that will be purchased by fans.

“We have reached out to a couple of companies and organisations for shirt sponsorship and we would like to call upon the companies to come on board as we intensify our commercialisation activities before the kick-off of the season. Our sponsor, Reserve Bank has assured us that they are open to partnership, including with other banks.”

Dedza Dynamos Salima Sugar general secretary Mabvuto Mugode said they have failed to find a kit sponsor.

He said: “We have approached several companies to be our kit sponsors, but we have not been successful. We will continue submitting proposals to companies and hopefully we will get one in future.”

Zamm Investments general manager Zakaria Nyirenda said they decided to partner Kamuzu Barracks because the MDF club presented a viable proposal.

Nyirenda said they were approached by several Super League clubs, but most of them were not well versed with what technical sponsorship is all about.

He said: “What we noted is that most of the TNM Super League clubs have no idea what technical sponsorship is about.

“Very few of the clubs understand the concept of technical sponsorship. This deficiency was evidenced in the proposals.

“For example, some clubs were asking for money when this has nothing to do with technical sponsorship. No wonder, the clubs are struggling to convince companies to be their technical sponsors.”

Meanwhile, some of the clubs that are struggling to get technical sponsors have pleaded with Super League of Malawi (Sulom) to convince TNM plc to reverse the decision.

Mugode said: “It’s not easy to get a technical sponsor. So if TNM could come in to assist it will not be a bad idea.”

Sulom general secretary Williams Banda confirmed that clubs had approached the league runners for assistance.

According to The Economist, shirt sponsorship allows clubs to have advertisers on the jerseys in return for providing them essential assets such as team kits and equipment.

Fifa shirt advertising regulations state that the chest is for the club’s shirt sponsors, while the league logo designated position is the left or right sleeve