Africa-Press – Eswatini. Following the purchase of 42 stadium perimeter boards from COSAFA, the Premier League of Eswatini (PLE) is on the brink of raking in E420 000 during the MoMo Cup next month.
According to PLE activity report for last season, PLE bought these boards from the Council of Southern Africa Football Associations (COSAFA) last year. Each board goes at E10 000 to companies interested in seizing this opportunity which, if successful, might run the entire 2023/24 season. “The PLE purchased 42 perimeter advertising boards from COSAFA, which were used during the Under-20 COSAFA Cup championships, which were hosted by the country. Collectively, these boards have the potential to generate more than E420 000 monthly for the PLE, if all the boards are sold at a singular fee of E10 000 per board,” reads the report.
Eswatini hosted the 28th edition of the regional showpiece from October 7-16 last year, with the main venue being Somhlolo National Stadium. “The PLE is currently selling this advertising space to corporate companies for the upcoming MTN MoMo Cup,” further stated the report. The second edition of MoMo Cup starts with playoffs on September 23, and the finals being played seven days later. Notably the PLE is following the global trend of using stadium perimeter boards as a source of generating revenue.
The boards first appeared in England in the early 1900s, when domestic brands started to promote themselves at major stadiums. They were static signs that could only display one advertiser per board. However, LED perimeter systems have opened a realm of advertising opportunities, allowing multiple advertisers and dynamic graphics.
Partnerships
As from January 2023, PLE, through its Marketing Department led by Lindelwa ‘Malindi’ Dlamini, met with numerous organisations on the possibilities of partnerships, collaborations, or direct sponsorships. His office is assisted by Chief Executive Officer (CEO) Kenneth Makhanya,
So in addition to the perimeter boards, the PLE also looks to tap into the established liquor industry in the country. It has partnered with Pick n Pay Liquor to be the sole provider of alcoholic beverages at official PLE matches.
“The PLE has partnered with Pick n Pay Liquor for them to pilot a project and be the sole provider of alcoholic beverages at official PLE matches. Pick n Pay shall provide the drinks, manpower and equipment required in return for exclusive rights to sell alcohol. Over and above this, the PLE shall be given five per cent of all sales made during the MoMo Cup semi-finals and finals,” the report further explains. Once this has been piloted and both parties see the benefits of this partnership, an official seasonal agreement shall be effected. It is said that a memorandum of understanding (MoU) has been drafted by the PLE and sent to Pick n Pay for their input.
“The deal has been agreed in principle by the PLE Executive Committee (Exco) and Legal Office, and both parties need to sign in order to affect the deal. Once we have finalised all the logistics and have statistics and quantified data of how the drinks partnership works, Eswatini Breweries is also ready to invest in the PLE, subject to the numbers.”
Successful
Meanwhile, the report mentions one successful partnership that the PLE secured in the past season with Viva Beverages. Viva donated 360 bottles of water for the Mbabane derby. “Viva Beverages, has agreed to sponsor the PLE with 1 800 bottles of water monthly and six packs, which shall be distributed equally among all 28 PLE teams. The Exco and Legal office has approved the contract and we just await an officially signing ceremony.” notes the report. PLE also notes, under the sponsorship proposals that Nando’s will also provide meals during the upcoming season pre-matches interviews.
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