Football Association of Malawi (FAM) says the latest Flames replica jerseys have almost sold out four months after hitting the market.
FAM Commercial and marketing director Limbani Matola said they ordered 2 500 premium replicas made from exact fibre of the playing jerseys which the team used during the delayed TotalEnergies Africa Cup of Nations [Afcon] in Cameroon in January.
The jerseys were selling at K29 900, translating to about K74.5 million.
He also confirmed that the initial standard 2 500 consignment, which was selling at 24 900 has also almost run out of stock and will rake in about K62.5 million.
This means the association is tipped to make about K137 million from the sales.
He attributed the high demand to the team’s impressive showing at the Afcon finals where they qualified for the knockout stage for the first time.
Said Matola: “Malawians wanted to be associated with their team following its impressive performance at Afcon.
“The hype that was created ahead of the opening 2023 Afcon qualifier against Ethiopia also contributed.”
He also said following the 25 percent devaluation of the kwacha, the association is planning to hike the price of the jerseys.
“If we are to follow the devaluation, the next consignment of the premium replica jersey will be pegged at around K40 000 and K35 900 for the standard replicas.
Football marketing consultant Felix Ngamanya Sapao said in an interview yesterday that it is not surprising that the replicas have almost run out of stock.
He said: “Currently the Flames’ attachment with the football loving Malawians is high because of the team’s performance at Afcon finals.
“Having said that, FAM lost out on an opportunity to make more money because the consignment was on the lower side. They should have produced more.
“There is also need to explore the diaspora market to earn forex.”
Football analyst George Kaudza Masina who is also a marketer, said that Flames replica jerseys have sold out is not surprising.
“In marketing, everyone would want to be associated with success. The exploits of the Flames at the Afcon 2021 finals say it all.
“More so, beating Ethiopia at home recently ignited the interest of the fans.”
On the plan to hike the prices, Kaudza Masina said: “It will be bit of a challenge considering that the situation is no longer the same after losing to Guinea and the unattractive play which the Flames have recently adopted.
“Much as inflation is coming into the picture, this might not go well with the supporters in general; thus, the sales might not replicate the previous consignment.
“There is a need for a trade off otherwise these jerseys will end up at the warehouse in Chiwembe.”
Discussion about this post