Football Association of Malawi (FAM) has engaged Kwenda as electronic (e)-ticketing service providers for the next two years, in a move that will reduce match organisation expenses.
Physical purchasing of match tickets and verification process is currently done by gate management companies, who get between five and seven percent of the gross revenue.
For example, the match between Malawi and Namibia grossed K77 million and gate management fees were about K5 million.
But following the deal with Kwenda, the upstart travel and e-ticketing service providers will take over issuing of e-tickets and verification at the turnstiles, effectively eliminating gate management firms’ role.
Football fans will now purchase tickets online for matches under FAM using a computer, smartphone or USSD (unstructured supplementary service data) for an ordinary phone.
These include the Flames, Scorchers, junior men’s and women’s national teams’ matches, Charity Shield, Airtel Top 8 and Castel Challenge Cup matches.
FAM president Fleetwood Haiya said the development is a milestone in the association’s transformation agenda.
He said: “We are excited to partner with Kwenda, a local e-commerce company offering top-class innovative solutions. This partnership provides an innovative platform, convenient for our fans to access our services.
“As we pilot this new innovation at the 2024 NBS Bank Charity Shield, we are hopeful that this is a step in the right direction as we elevate the profile of our football and deliver value to our stakeholders.”
Though manoeuvring in a relatively new terrain of football management, Kwenda chief executive officer Lumbani Gondwe promised to offer secure, convenient and efficient services.
He said: “We are proud to partner with FAM and play a role in transforming how fans engage with Malawian football. Our e-ticketing solutions are designed to enhance the fan experience by offering secure, convenient and efficient services with seamless payment options.
“Fans will be able to purchase tickets using various payment methods, including Airtel Money, Mpamba, Visa, and MasterCards. We look forward to supporting FAM’s vision of modernising football operations and bringing fans closer to the game they love.”
The partnership will officially be launched with a pilot run at the 2024 NBS Bank Charity Shield between TNM Super League champions Silver Strikers and Castel Cup winners Mighty Wanderers.
In an interview, FAM commercial and marketing manager Tulipo Mwenelupembe said Kwenda is unique as it integrates several financial services’ institutions.
He said: “It’s a unique platform which is easy to use and integrated with multiple financial institutions including Airtel Money, Mpamba, Visa cards, MasterCard, meaning anyone with a local bank card branded Visa will be able to make a purchase and those with a mobile Money Wallet will also be able to buy tickets on the platform.
“This new way of doing things has multiple benefits for FAM. It will improve efficiency and help limit handling of cash on match-day, therefore, eliminating ticketing fraud and maximising revenue collection.
“As for the funds, it will provide a platform which is convenient and also ensures that the money that they are paying for is collected in a safe manner.”
While FAM e-ticketing system has incorporated several payment methods, Super League of Malawi is this season expected to roll out exclusive e-ticketing through Mpamba debit card.
