Violence threatens Carlesberg sponsorship

Despite a year remaining in the sponsorship agreement, the future of the Carlsberg Cup is in doubt due to acts of violence that characterised the competition even with a stern warning against the same from the sponsors.

During the launch of the tournament last year, Carlsberg Malawi chief executive officer Abel Chanje warned that the cup sponsorship could be terminated any time should there be acts of violence and hooliganism.

“This sponsorship can be terminated tonight if supporters are not going to behave. We used to sponsor football [before] and we stopped in 2003, we all know why. It has not been easy to get a consent from the board to sponsor soccer again,” Chanje said.

At this year’s prize presentation in Mzuzu on September 14, Carlsberg Malawi was elusive on the future of the sponsorship, saying an announcement would be made at an appropriate time.

But responding to a questionnaire on the sponsorship on Wednesday, Carlsberg Malawi senior brands manager (alcoholics) Twikale Chirwa said although there is a running contract, continuation of the sponsorship is not automatic.

“The three-year commitment, which we made to the Carlsberg Cup, is subject to review. Progress of games during the sponsorship period will influence our decisions going forward, a determination will be made in due course,” said Chirwa.

On whether the review has anything to do with the ugly scenes that occurred at some matches, Chirwa said: “Carlsberg Malawi maintains the position that our brands will not be associated with violence and football hooliganism, that is all we can say for now.”

The development raises doubts as to whether the K20 million sponsorship will continue as there is documented evidence of violence and hooliganism at some games.

But Football Association of Malawi (FAM) president Walter Nyamilandu said they are optimistic that Carlsberg will not leave them in the lurch.

“Of course, there were concerns about acts of violence that came about because of tension between civilian and Army teams, but that was addressed.

“When things go wrong as was the case in the Carlsberg Cup, we take action to correct the things and that, in itself, is an indication that the football industry has people who are ready to change and that they care about sponsorship, and, above all, the game that they love most.

“There is a process that has to be undertaken that includes a review by the respective boards for their perusal. They are mindful of the challenges we face socially and economically,” said Nyamilandu.

Asked if FAM is worried about Carlsberg’s position, Nyamilandu said: “I believe that when things go wrong, people are given a chance to redeem themselves. We are all humans and we are prone to error as long as we show willingness to change.”

He said both the Carlsberg Cup and recently the Standard Bank Knockout Trophy were huge successes.

Mighty Wanderers chief supporter Yona Malunga admitted that the acts of violence spoiled an otherwise exciting Carlsberg showpiece.

“However, the solace was that the causes were identified and dealt with and the tournament ended on a good note. Subsequently, there were also no acts of hooliganism and violence during the Standard Bank Cup games.

“On that basis, we hope Carlsberg will bear with us and continue to sponsor the tournament because football is not only the good vehicle to promote their brand, but also most soccer fans drink Carlsberg,” said Malunga.

He said plans are at an advanced stage to sensitise fans in the communities to refrain from violence.

“We are also coming up with strategies on how to curb violence at football matches and we hope to get the necessary support from other stakeholders in particular FAM, police and stewards,” he said.