By Mike Rwothomio

Zombo: In the 1990s and early 2000s, football used to be played mainly for fun. However, in the current day and age, football which is the most loved game across the world has seen great monetization.

Football clubs are now regarded as a long-term investment and if well managed, investors are rest assured of returns over time.

In the case of Uganda, we have seen telecommunication companies, Food and Beverage companies, and Local investors amongst others putting their money into football clubs to market their products or brands. These Companies channel their investment based on the fan base, leadership structure and above all the whole organization of the clubs.

These advertisers put their investment into these clubs on the notion that the bigger the fan base, the higher the market for their products.

Unlike in other parts of Uganda, the story of football in the West Nile Sub-region is worth telling. Many fans describe it as their first love. For the case of greater Nebbi, words are not enough to comprehend the real passion and zeal the community has for the beautiful game. People are ready to do anything for the game of football here.

But despite all the eminent passion people have for the game of football in greater Nebbi, Advertisers, hardly partner with these local clubs with mega fan bases to market their products.

What We Know Sofar:

Currently, nine clubs in greater Nebbi have shot their way through to the Western Regional League; a league overseen by the Federation of Uganda Football Association (FUFA). These clubs are; Paidha Black Angels FC, Nebbi Central FC, Paidha United SC, Pakwach Young Stars, Nyaravur Yamaha FC, Padea Rising Stars FC, Hot Spring FC, Pakwach Super Eagles, and Zeu Central FC.

This means the competition is going to be more of a greater Nebbi affair because only three clubs outside Greater Nebbi will join this zone called Nyagak Zone.

Many football analysts predict tough games coupled with a string of derbies and rivalries.  Sports analysts argue that clubs should capitalize on this forthcoming projected tense games to up their marketing strategy to woo advertisers.

Advertisement

Investing in a football club can provide branding opportunities for investors. This is through the appearance of the company’s names and logos on club merchandise, advertising, and marketing materials thus increasing brand awareness.

Few local football clubs in greater Nebbi have sponsors unlike in other regions, where local clubs are being used as marketing platforms for even local products by local investors and business owners.

Robert Otera, a sports analyst with Arua city-based Radio Pacis told this publication that most local clubs lack proper public relations, extensive marketing strategy, and a deap_seated  leadership crisis.

He said this makes many investors decline to put their investment into local clubs.
“Most of the local Clubs don’t talk to local investors. Give investors a chance and talk to them about why you want them to advertise with you. Unfortunately, most of our local clubs lack good marketing teams with ideal marketing strategies and to make it worse, there is high divisionism and politics which results in a leadership crisis,” Otera explained before adding that those pack of issues end up discouraging many local investors from putting their money into these local clubs.

Anything about Local sports runs deep into the veins of locals in greater Nebbi. Every weekend, you see football clubs at the grassroots level ferrying their fans to go and watch their locally organised friendly games. The fans are deep into their pocket to pay their hard-earned money for transport and gate fees signifying the natural love people have for the game of football.

Lee Ofoymungu, a sports analyst with Nebbi-based Christ the King FM weighed in on the aspect of discipline. He said local football games are in most cases marred by chaos and hooliganism. This he said paints a downbeat picture of these local clubs some of which can be benefactors of local investors.
“We have a big fan base for our local football but we can’t attract investors because of chaos and hooliganism exhibited in our games. How do you tap investors when bloody scenes are being recorded after almost every game” Ofoymungu told this publication before recommending that Football clubs should re-strategize by registering and sensitizing the fans on rules governing the game of football.

A football fan in Paidha Town Council said many of these businessmen have a negative attitude towards local football games and they see putting their money into it as a great loss.

Our reporter further learnt that a well-attended game on local football grounds always fetches a lot of money for these Clubs but given the current situation surrounding football administration and management, the gate fees are just peanuts for the clubs.

Speaking to ‘The Standard News Publication’, Mr. Okumu Godfrey Gaucho the new Chief Executive Officer of Pakwach Young Stars FC said last season, his club in Pakwach District had three different local investors. That is; Oyoma General Stores, Kalalu Cottages and Golden Kitchen. Their sports kits carried the investors’s logos.

He adds that the clear business plan with the club’s vision, goals and financial requirements has played a pivotal role in attracting these local investors to the club.

He is optimistic that many local investors will come on board and do business with the club in the forthcoming season.
“One of the plans that we have as Pakwach Young Stars is making sure we establish a strong brand and community presence. We ensure that the club has a strong brand identity and a positive reputation within the community because by engaging in community outreaches and events, we are building a loyal fan base and we are connecting with potential local investors,” Okumu narrates.

Zeu Central FC In Zombo District is going to participate in the West Nile regional league for the first time in history since its inception in 1978. The club predominantly rely on gate fees and contribution from well-wishers to generate revenue.

Mr. Patrick Oweci the Chief Executive Officer of the club said they are putting a lot of strategies in place to create fertile grounds for local sponsors.
“As a new club in the league,  we have kickstarted with sensitisation of football fans and general members of the public on the benefits of investing in local sports. Through these engagements, some local businessmen are trying to come to terms though no official deal has been inked with them yet. We call upon our people to come and advertise their local products with us because we have the fan base, they will see the benefits,” Oweci told The Standard News Publication.

Mr. Jimmy Dokcen the Chief Executive Officer of Paidha United SC says the most paramount thing is a well-planned club administration structure.