DEEPENING FINANCIAL CRISIS OF ‘BIRDS’, ‘BULL’

MBABANE – Capital city giants Mbabane Swallows and Mbabane Highlanders are facing a significant crisis that threatens their stability.

This financial distress has led to reports that both titans have failed to pay their players for three consecutive months, resulting in debts totalling over E1 million for both teams. This investigation examines the underlying causes of this economic crisis, its consequences on the players and technical team, and possible strategies for generating additional income to alleviate the situation. In conversations with sources within the clubs, it has become apparent that the players are frustrated and depressed by the current circumstances. Interviews with anonymous players revealed that morale in training has plummeted.

Focus on the game

“How can we focus on the game when we’re worried about where our next meal will come from?” lamented one player, reflecting a sentiment shared by many. Additionally, several players have reportedly considered seeking employment outside of football, which could reduce their commitment and performance on the field. The financial difficulties of the clubs can be traced to several intertwined factors, including a lack of sponsorships.

Historically, these teams have depended heavily on individuals and local businesses for sponsorship, but as the economy has tightened due to COVID-19, many sponsors have reduced their contributions or pulled out entirely. Both teams were once sponsored by Eswatini Mobile, and Umkhonto KaShaka at some point were being financially assisted by Inyatsi and Nedbank when going to play inter-club continental football, which helped alleviate the financial burden on the team.

Another contributing factor to the financial woes of the capital city giants could be low attendance at matches. This low attendance is due to several factors, including increased ticket prices and a lack of competitive spirit in the league, which has diminished fans’ enthusiasm for attending matches. The decrease in match attendance has had a direct impact on gate receipts, which are an essential source of revenue for the clubs. The recent double-header this month, which featured Moneni Pirates against Sisonkhe and Swallows against their rivals Nsingizini Hotspurs, is a perfect example of the low attendance at matches.
The event only generated a meagre E29 000 for the host teams, which is a paltry sum compared to the more than E5 million required to sustain both teams for a season.

There have been allegations of management issues, with reports of mismanagement within the clubs, where resources are sometimes allocated inefficiently, contributing to the financial squeeze. The teams need to find ways of generating their own money by having potential revenue streams. While the current situation is dire, both teams have opportunities to generate income that could alleviate some of their financial burdens.

Several avenues worth exploring include enhanced sponsorship packages by actively pursuing new sponsorship deals with larger corporations and international brands, which could provide much-needed funds. This includes utilising digital platforms to promote the teams’ visibility, as both teams’ brand visibility is still low, with ‘Insingizi YeZulu’ far ahead. The club now boasts over 40 000 followers on social media, which is inspiring for a team that has played three seasons in elite football. The teams should also rely heavily on merchandising. Developing and promoting team merchandise, such as jerseys, scarves and fan gear, could boost revenues. The clubs can establish online sales platforms to cater to fans who wish to support their teams from afar, which has not been happening so far.

Encourage more fans

The Eswatini giants can further explore match day experiences for their supporters by creating unique match day experiences, such as VIP lounges, meet-and-greet sessions with players, and family packages, which could encourage more fans to attend. Community engagement is also vital; establishing football academies for youth can build a loyal fan base from a young age. They could host camps and clinics during holidays, providing fees that would contribute to the clubs’ finances.

In addition, in the 21st century, technology has become an essential tool for generating revenue and connecting with fans. One strategy that the teams could explore is crowd funding through social media platforms. By inviting fans to contribute small amounts toward a salary fund in exchange for perks such as match tickets or signed merchandise, the teams could secure funding from a larger pool of supporters.Currently, Swallows is supported by two main sponsors: Eclipse Investments, which joined the club in 2023 with a season-long food supply sponsorship worth over E125 000, and aQuelle Viv, which provides sports drinks and still water worth E420 000. Upper Interiors, which joined the club last season, has yet to renew its sponsorship.

‘Inkunzi emmyama’, on the other hand, are heavily reliant on the financial support of their Managing Director (MD), Chief Ally Kgomongwe, who is also not currently assisting the club due to internal turmoil within the club. Meanwhile, Swallows’ former president, Princess Lungile, cited the club’s debts of over E2 million as her reason for not taking over.

Crowd pullers

Attempts to reach management from both crowd pullers yielded mixed responses. While some officials have acknowledged the crisis, they have yet to provide a concrete plan to rectify the financial situation. One management member stated: “We are actively looking for solutions, and we believe our loyal fan base will support us.” However, the continued silence on specific timelines for settling player wages has led to scepticism among players and supporters alike.

Swallows Public Relations Officer (PRO) Knowledge Ngwenya recently acknowledged the financial challenges facing the team and appealed to stakeholders and companies to support the team. Ngwenya stated that the team recognises the need for additional funding sources and is actively seeking out potential partners and investors who share their passion for football.

The situation for arguable the biggest teams in the land echoes beyond the financial figures—it resonates with the dreams and ambitions of players, the passion of fans and the pride of a football-loving nation. Only through innovative strategies and community engagement can these storied teams hope to navigate this crisis and restore their legacy. As this story unfolds, it remains crucial for fans, management and the wider Mbabane community to come together in supporting their teams in these trying times, ensuring both financial stability and a bright future for Eswatini football.

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