Sponsorship not answer to success

There are some special moments in sports when time appears to stand still, frozen in the beauty of the occasion, crystallised in the significance of the moment. That time, nothing else in life seems to matter. One of such special moments was last Friday, when Carlsberg Malawi Limited announced a record-breaking K250 million (US$606 796) sponsorship for the Flames.

It was the news that the soccer fraternity has eagerly waited for many years and you could see relief on the faces of those that were privileged to witness the occasion at Protea Ryalls in Blantyre on that cool winter evening as Carlsberg chilled the Flames and brought hope for the future.

But yes, while there is every reason to celebrate the good news, considering the Flames’ plight for many years when they battled a severe cash squeeze as the Football Association of Malawi (FAM) solely relied on government for its allocations, which were by far insufficient to meet the Flames’ programmes, let us not drown ourselves in those celebrations because when we really take a critical look, for a team to achieve success, it is not just about adequate resources.

South Africa’s Bafana Bafana are arguably one of the well sponsored and funded teams on the continent, but their woes on the pitch continue. For example, they played in the Africa Cup of Nations last year by virtue of being hosts to buttress the point being made by the constituency that there is something structurally flawed about football played in that country.

While the Carlsberg windfall could signify a new era for the Flames, there is more that needs to be done to ensure that the sponsorship translates on the pitch.

For a start, there will be need for the standards of the local national league to improve.

Also considering domestic teams’ failure to take part in the continental tournaments, there will be need to ensure the Flames’ participation in the CAF Championship of African Nations (Chan) as well as the Cosafa Cup to expose local players on the international stage.

During the ceremony, FAM president Walter Nyamilandu was on cloud nine and he could not be blamed if he felt like flying. You could hear his voice straining with emotion. It has been a long wait.

And rightly declared Nyamilandu: “Our poverty was ominous. Today, we have hit a jackpot. For the nation, it is a breakthrough and a milestone for Malawi football.

“Today, the gods have smiled and while we were crying out in the wilderness, little did we know that Carlsberg had heard our plea and was planning a miraculous rescue package. With this sponsorship, we will be able to review the players’ allowances.

“I hope this sponsorship will bring the magic wand, it will bring a good omen.”

But a good omen does not just come, it needs proper strategy in terms of focus and good planning. Flames financial situation will improve, no doubt about that, but it goes beyond that. It means having technical and tactical depths, playing friendlies against the right teams and having depth in quality of players.

Renowned soccer commentator Charles Nyirenda said there is need to be dimensional on the issue.

“If you are poor, you cannot do anything. You are completely hopeless, at the same time, having money without a focus is also hopeless.

“Yes, sponsorship is here, but the critical factor will be to look at where we are and then how we forge ahead because with the Carlsberg sponsorship, government still has an obligation to fund the team because there is no FA (Football Association) in Africa that can stand on its own. But we need a clear strategic plan,” said Nyirenda, himself a former FAM chief executive officer.

He also said the soccer fraternity should not expect immediate rewards from the sponsorship.

“It will definitely take a while. My plea to the Malawian soccer fraternity is that we should work together and move in the right direction with a clear focus,” he said.

Former Flames captain Peter Mponda, who once described Flames allowances as peanuts, only enough to buy toys for his sons, has hailed the return of the Carlsberg sponsorship.

“I think it will play a big role in ensuring that the Flames touch lofty heights because when all is said and done, it boils down to funding.

“Yes, while resources are key, we should not read much into Bafana Bafana’s failure. I think we have potential, we have talent, but what we lack are resources to support the team’s programmes and also to motivate the players. So, this could be the stepping stone,” said Mponda.

Maybe it, indeed, calls for a Carlsberg!