Not just for football leaders – who were widely castigated by the entire nation for failing the game on almost all accounts – but the entire sport fraternity should take 2016 as the year to draw massive lessons and inspiration from and it should equally be a year that will help guide us in mapping a much more prosperous path going forward.
It will take me the whole day to break down the causes of the many failures and blunders we witnessed this year, so without pinpointing certain individuals, let me use this opportunity to call upon sport administrators to draw serious lessons from the shortcomings and achievements of this year.
Without blaming who and who, lets rather take the lessons and experiences gained through the various challenges and tribulations of 2016 and see how we can transform them into positives next year.
Next year should be a year of innovation, commitment and more networking with people and organizations that can make things happen because those are the only elements that will bring about the change we so desire to see in local sports.
Come next year, I urge sport administrators to adapt a new approach and develop policies and strategies that will propel them to think like business people, think like business owners and consider what their respective organizations need to move forward rather than just themselves and what they want.
Next year, sport administrators should also adapt a new approach which I refer to as the “I can help you,” rather than just, “Can you help me?” when approaching potential sponsors and businesses.
Let’s move away from this culture of just being mere beneficiaries of a sponsorship deal and rather start adapting a new culture where we engage stakeholders as partners. To the non Windhoek-based clubs, they too should change their attitude and start thinking locally as opposed to thinking nationally. What I mean by that is for example a club from Otjiwarongo should strategically approach Otjiwarongo Spar Supermarket or Otjiwarongo Engine Service Station with a well-packaged business and strategic plan that will benefit both partners and not just asking for a sponsorship of soccer jerseys and bags.
A club from outside Windhoek to approach a Windhoek-based businesses is many a time a problem as most of these companies often have to go through a corporate or regional office to get sponsorships approved and that takes time. It’s always difficult to get to the bosses of those businesses and this can lead to waiting for weeks or even months before you get a big “No.”
Some businesses, such as car dealerships and soft drink distributors, sell national brands but are owned by local franchisees that make their own marketing decisions and that’s why I always advice clubs to look in local magazines and newspapers to see which local businesses are from their town and approach them.
Clubs should also consider developing different sponsorship levels or offers; such as Platinum, Gold and Silver that give top sponsors all of your benefits, and lower-level sponsors a few benefits they might want. All I’m trying to say here is that next year should be a different year, where innovation, commitment and networking will be the core function of our businesses.
Let me take this opportunity to wish all our esteemed readers a happy Christmas and a prosperous 2017. Until next year, sharp sharp!!!