UNPACKING EFA SPONSORSHIP STRUGGLES

MBABANE - In the world of professional soccer, sponsorships play a vital role in a team’s financial stability.

For national football associations, securing sponsors can mean the difference between a thriving team and one that struggles to pay its players’ allowances when they don the national jersey. Eswatini Football Association (EFA) Chief Executive Officer (CEO), Frederick Mngometulu, recently clarified the issue of non-payment of the players’ allowances on Friday. The players are reportedly owed over E300 000 for their participation in the TotalEnergies Africa Cup of Nations (AFCON) and African Nations Championships (CHAN) assignments. Mngometulu said the issue, which had threatened to throw a spanner in the works for today’s game against Madagascar, had been addressed with the players beforehand. The cash-strapped organisation is hoping that the grants from the International Federation of Association Football (FIFA) and the Confederation of African Football (CAF) will be able to clear the arrears.

Funding

Despite the immense popularity of the sport, the Eswatini Football Association finds itself facing a stark reality: an uphill battle in attracting the vital funding necessary to support the national teams. This deep investigative exploration uncovers the intricate web of challenges that hinder EFA from garnering sponsorship. At the heart of any sponsorship deal lies the performance of the national team. Success on the field correlates strongly with financial support off the field. The national teams have a history of underperformance. Years of disappointing results lead to dwindled enthusiasm among supporters, creating a vicious cycle wherein lacklustre attendance at matches and poor merchandise sales leave little incentive for brands to invest.

One insider from the association stated: “As much as we want to attract sponsors, it’s hard when you’re not winning. Brands want visibility, and a losing team doesn’t sell merchandise or boost viewership.”Industry experts reveal that local associations often lack a systematic approach to cultivating player brands. “It’s not just about the team; it’s about the players who represent it. Star athletes can draw sponsors like moths to a flame, but for associations with less-known players, it’s a hard sell,” explains a marketing consultant, who wished to remain anonymous.
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Unpacking EFA sponsorship struggles

The Eswatini Football Association has secured a number of key partnerships to support its national teams, Sihlangu SeMnikati and Sitsebe SaMhlekazi. Emlembe Beverages entered into a one-year sponsorship agreement worth E124 200 that can be renewed. Additionally, Nedbank Eswatini generously sponsored the EFA with E100 000. This sponsorship was to support the hosting of two pivotal home fixtures for the national football team, Sihlangu, in their AFCON and CHAN qualifiers, as well as a three-year technical sponsorship deal with Umbro worth E1.5 million.
The Marketing and Communications Officer of the Eswatini Football Association, Muzi Radebe, confirmed in an interview that all football associations require additional sponsorship to support the growth and development of the sport. Radebe emphasised the EFA’s ongoing efforts to secure sponsorships for the national team and football development programme, stating that the association is dedicated to attracting sponsorship and fostering the growth of the sport in the country.
“We are indeed in need of additional sponsors for our national teams. As you can imagine, the costs associated with hosting players in camp add up quickly. Therefore, our association is actively seeking sponsors to support our national teams. We understand that sponsorships play a vital role in enabling us to provide our players with the best resources and opportunities, which is why we are committed to building strong, lasting partnerships that can benefit both our team and the sponsors,” he said.
Radebe went on to state that it was a challenging environment for national teams across the Southern African Development Community (SADC) region. Amidst a lack of adequate financial support and sponsorships, the difficulties that teams face in securing the resources necessary for success are compounded by the ongoing economic instability in the region.
The total amount of sponsorship secured by the EFA falls short of what some larger, more well-established football associations in the region have been able to attract. The South African Football Association (SAFA) boasts an impressive line-up of sponsors, which includes but is not limited to: Castle Lager, which has sponsored the South African men’s senior national team for over three decades, Le Coq Sportif, the team’s technical sponsor, South African Airways (SAA), the official carrier of the national football teams, Hollywoodbets, among others.

However, despite the seemingly ample financial support for the Hugo Broods side, the teams have faced issues that resulted in its failure to pay match bonuses to Bafana Bafana and Banyana Banyana for the past three months. SAFA CEO Lydia Monyepao explained the circumstances that led to their liquidity problems and failure to pay the match fees.
Other SADC countries also attract considerable sponsorship. Zambia and Malawi have received significant support from telecommunications giant MTN, with multi-year deals worth millions.

Moving beyond these leading examples, several SADC countries have forged partnerships with other notable sponsors. Namibia, for instance, has secured a five-year  E387 533 agreement with Mobile Telecommunications Limited (MTC) for its national team, the Brave Warriors. Angola’s Palancas Negras also enjoys significant backing from Banco Angolano de Investimentos (BAI), a major Angolan bank. The competition for sponsorships is fierce. National teams are not the only ones vying for financial support; club teams, youth academies, and emerging sports are all competing for a finite pool of sponsorship funding. This saturation can overwhelm potential sponsors, leading to less available support for national associations.Addressing these challenges requires concerted efforts and strategic planning.

Soccer football associations must enhance their marketability, improve transparency and management, craft compelling narratives around their players, and actively engage with fans to build a loyal following. As the national teams set their sights on securing the critical funding necessary to support player allowances, they must realise that the road ahead is not just about winning matches but about building a sustainable brand that resonates with both fans and sponsors alike. In this ever-evolving landscape, the successful associations will be those that can adapt to the challenges and seize the opportunities.

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