TNM plc has asked government to ensure that companies sponsoring sports have exclusive benefits in their respective areas.
The position come after government, through the Ministry of Youth and Sports, announced plans to review the National Sports Policy.
In an interview, TNM marketing director Sobhuza Ngwenya said the new policy should remove barriers that prevent sponsors’ brands from growing.
“Brands should not be restricted from being exposed. That exclusivity should not be hindered from growing by other brands. That exclusivity benefits that brand because it has invested. There should not be another brand that should come and take advantage of that sponsorship where someone has already invested in,” he said.
Ngwenya said TNM as a major participant in sports since 2007 when they started sponsoring the elite football league, they believe the policy review is an important element that is going to take the football forward.
“First and foremost, we would like the environment for sponsorship to be made better so that when sponsors are getting in there should be value for the brands that come in as sponsors,” he added.
Ngwenya went on to say that one of the obvious changes that TNM is advocating for is the digitalisation of gate collections, explaining that when the gate collections are digital the amount of money that gets collected and don’t get pilfered by those who don’t deserve it gets to be better.
“As a telecommunications brand, we are ready to bring in technology into this game to make sure that technology helps to alleviate most of the problems facing the sport,” he said.
In separate interview, Ministry of Youth and Sports spokesperson Macmillan Mwale said they have embarked on a review process of the National Sports Policy because it is outdated.
“Among them new developments and policies locally and internationally. There are also emerging issues that need to be incorporated to take the sector forward hence; need to review the policy to respond to the changing times in sports,” said Mwale.
He added that the National Sports Policy review will help government to see what has been achieved over the years and what has not been relevant.
“The involvement of different stakeholders in sports like journalists, sponsors, athletes and administrators will help to bring in the much needed information,” said Mwale.
In a related issue, Netball Association of Malawi (NAM) welcomed the review of the national policy.
NAM president Vitumbiko Gubuduza in an interview said: “We also need to start thinking about how we can use technology for sports performance as a way of elevating the sport.”
She said another key aspect that NAM would like to see would be the strategies that should be put in place for the welfare of players and safeguarding, especially of young players.
