The four year six million US dollar sponsorship extended to the Council of East and Central Africa Challenge cup is just a drop in an ocean.

A drop in an ocean in sense that the tournament is organized in a region with a huge population that provides a potential market for the sponsor’s business. But, it is a significant development on arrival.

Importantly to note, the dash of arrogance from other corporate companies towards the regional football programmes is certainly going to be one the causalities of this move and so much more will be gained.

The optimism detected in this development is that many companies in the region will start falling over themselves to associate with various football programmes because of the television hype set to grip this region. Guaranteed is not humps ahead but bright future.

However, the worry as usual will always be administrative. As virtually made standard in the region that our officials serve a priority of feathering their own nests, there is a need for risk mitigation otherwise we might lose the GTV deal before the four years elapse.

Officials should keep it cool in mind that cash is not the best part of the deal, and kindly recognize that the sort of mileage that our region football is going to get is the most critical portion of the deal.

It would be a prudent attitude if our officials set their sight on the long-term benefits to be accrued from such a sponsorship that combines funds and technical support.

By the way, sustaining this sponsorship is indeed the simplest thing to do. All you need is to be straightforward and at least let your greediness for cash rest in eternal peace.

Save us from your wrangles, always engineered by avarice for pocketing the green papers, as they can be an obstacle in soccer development and irritating to sponsors. If the implementation of this sponsorship is diligently executed its impact on the regional football will certainly be positive.

As a result of this sponsorship that includes live telecasting of this annual tournament, CECAFA member national teams will have greater chances to attract sponsorship deals from corporate companies operating in their respective markets.

This could work out easier than before because GTV involvement will widen the base for showcasing products and services in the most effective way on the regional level.

For example, MTN Rwanda or any other corporate company would crave for having its logos appearing on the Amavubi jersey considering that Amavubi matches in CECAFA will be professionally broadcasted live on TV.

This would come with cash that will enhance players’ welfare in one way or the other, thus creating inspiration for the young talents in this region.

But this is not going to be successfully achieved if the federations in our region do not improve or put in place marketing strategies to package and sell football.

For instance, it should not be MTN Rwanda, Rwandatel or Bralirwa to catch it in air that there is now a huge professional television network that might provide an effective platform to advertise.

As we speak, Ferwafa marketing team should be on round table and brainstorm on how to use the GTV entry as a springing board to bring local companies on board to help Amavubi and local football in general across the board.

The bad syndrome we have at most of our sports federations is that officials running them do not look beyond fixed budgets coming from the government and their international counterparts. 

On the other hand, GTV has to work on strategies to increase people’s access and affordability to their television network. Much as your charges are cheaper than that of the former continental colonialist DSTV, 400 US dollars is still exorbitant to Rwandese whose per capita income is almost half that amount on price tag. 

This might not sound a good line to a business operator, but there is nothing to lose from the economics point view. You would go for low prices that would generate high turnovers, thus a larger subscription base that would be a strong weapon to negotiate business with big advertisers in the region.  Deal or No Deal!  Food for thought!

Contact: ensekanabo@gmail.com