FIFA boosts FAM’s marketing drive

World football governing body, Fifa, has committed to pumping in a fortune of over $100 000 [about K34 million] in a bid to boost FAM’s marketing drive.

Football Association of Malawi (FAM) president Walter Nyamilandu said Fifa has set the ball rolling by committing to buying an up-to-date television broadcasting equipment and sponsor the initial contract of the association’s prospective head of marketing.

To that effect, Nyamilandu said Fifa has sent two envoys to discuss the marketing project and take part in the process of hiring the head of marketing.

“For a start, we intend to lease out the TV equipment to MBC [Malawi Broadcasting Corporation] because Fifa’s condition is that the initial deal is supposed to be offered to the national broadcaster and we’ll approach them and sign an agreement which will stipulate maintenance and ownership rights to the property.

“The equipment will be leased out to MBC under a special contract that will enable FAM to beam international and local games. Our hope is that when we seal the deal with MBC, matches will be beamed every week, leading to increased visibility of football and more revenue for the association through TV rights, ” he said.

He also said the main source of revenue for football in the modern day is through TV and broadcasting rights, hence Fifa’s move to encourage and help member associations to take that route.

“So, we need to explore that route as it has the potential to offer a platform to companies and organisations that have a wider customer base to advertise their products and services through football matches’ TV coverage,” he said.

Nyamilandu further said that was the reason FAM felt of engaging a marketing specialist to replace Casper Jangale who has since been reassigned other administrative duties.

“We needed a specialist in marketing who will be able to broker deals with the corporate sector and the perks will be fully funded by Fifa.

“The short-listing for the position was done and interviews are currently underway,” said Nyamilandu.

The two-member Fifa delegation that includes South Africa-based Ian Rilay, could not be reached for comment, but the body’s director for member associations and development Thierry Regenass confirmed the development in a statement sourced on wwwfifa.com.

“Following up on the approval of the new development regulations by Fifa’s executive committee in March 2013, football development activities are set to reach a new milestone through Performance: the football management programme of Fifa.

“Organisation and technical review, marketing—particularly income generation activities, strategy and planning, IT support, and competitions are currently the five most important areas of assistance to member associations according to the latest Performance findings,” reads part of Fifa’s statement .

It further states that after a pilot phase in 2009 and 2010, Fifa officially established Performance in 2011 with the objective of enabling member associations to further improve the general quality of their management through the delivery of specific solutions and services.

“Performance goes a step further by planning and setting up concrete and long-term solutions in order for member associations to fund and manage their daily football operations in the best possible way,” read the statement further.

If well executed, the move could boost up the association’s coffers in its quest to become self-sustainable.

Apart from gate revenue and sale of replica jerseys, FAM has no other main source of generating income. However, on rare occasions, FAM makes a fortune from TV rights, especially when the Flames host a high-profile team.