Grey areas in TNM sponsorship

Conditions of TNM sponsorship of the Super League of Malawi (Sulom) and the rest of domestic football sponsors have tight strings attached, confirming that the devil is always in the detail.

The agreement of the K260 million (US$7 million) five-year league sponsorship, renewed in 2011, prohibits other mobile phone service providers and airtime suppliers from sponsoring domestic football. The competitors are also barred from advertising at the league’s match venues.

“Sulom shall ensure that (save and except TNM), no other person, firm, company, corporation or other body involved or concerned in the operation, sale and distribution and services related or similar to TNM’s products and services, shall be allowed to sponsor, promote, advertise or have similar rights for any purpose whatsoever associated or connected with this agreement,” reads Article 10.1 of the agreement which Weekend Nation sourced from court documents.

Elsewhere, such as in South Africa and in the English Premiership, respective league sponsors Absa and Barclays Bank do not restrict competitors from advertising their brands on team shirts and even sponsoring them. FNB sponsors Kaizer Chiefs.

But TNM’s case is not isolated. Carlsberg Malawi Limited and Standard Bank also do not allow direct sponsors during the duration of their respective competitions, FAM president Walter Nyamilandu admitted on Monday.

Sulom and FAM through Nyamilandu say they have no regrets even after other TNM competitors Airtel pumped in K360 million (US$9. 7 million) for three years into netball. Airtel managing director Saulos Chilima was quoted in The Nation of July 11 2013 confirming that FAM rejected K1.8 million (US$4864) pre-season tournament involving Super League teams.

“That is why we could not accommodate Airtel and that is why they have gone to netball, but there are no regrets. TNM have been with us through thick and thin,” Nyamilandu insisted on Monday.

TNM took over the league in 2006 after it had gone for a season without a sponsor. The TNM contract further states that Sulom shall either cover billboards or any competitors’ branding where a league game is played or have such matches relocated.

“All reasonable efforts shall be made by Sulom, attendees and spectators at all matches stated in this agreement from displaying banners, placards or other materials bearing the trademark, name or identifier of competitors of TNM,” adds Article 10.2 of the agreement which forbids its TNM and Sulom signatories from making public the details.

“Sulom,” adds Article 10.5, “ensures that no competitor products such as airtime or other competitor products are sold at match venues.

“Sulom shall at all times prohibit any person vending wares in and around the stadia from wearing competitors’ bibs, T-shirts or any advertising apparel.”

However, the agreement does not prevent clubs from getting additional shirt sponsors as long as their brand names and logos are not on the front, Azam Tigers general secretary Geoffrey Kachale confirmed their sponsors Bakhresa Grain and Milling name is on the back of the Kau Kau shirts.

But on Wednesday, Bullets chairperson Malinda Chinyama blamed Sulom for playing hide-and-seek when teams want to access the sponsorship agreement copy; hence, there is no clarity on whether clubs can get additional shirt sponsors.

“I should be frank and honest. The problem we have is that we have never seen the contract and it is frustrating. When Carlsberg came in to sponsor us, they wanted to have their emblem on our league shirts but it never happened. The contract between TNM and Sulom is not favourable for football development,” said Chinyama.