Rethinking revenue generation in sport

By Larry Trusida Sport Editor
THE COVID-19 pandemic has forced sports administrators to rethink the way they manage clubs and pursue other revenue streams.
Football clubs in Zimbabwe were heavily dependent on gate takings for their upkeep but the Covid-19 pandemic has turned things upside down.
The pandemic has forced a paradigm shift as clubs are looking for other revenue streams, with many opting for kit sponsorship deals that come with merchandise for onward sale to supporters.
“The pandemic forced a rethink of how we do business as clubs, clubs relied on gate takings now that has been taken away what do they do, they are now getting into merchandise, because for clubs tjsi is lucrative and it’s an everyday thing because sales will always be there,” said Dan Kuwenga, Droni Sports Director & former Sport and Rereation Commission Director
But is merchandise alone enough?
“They have started doing this now but it’s what they have been supposed to be doing all along, good they are into merchandise but it’s not enough they need to sell a lot of things, social media is a big marketing tool and also a source of revenue but we shun it in Zimbabwe’ clubs should not even rely on gate takings,” observed Peter Chiveso, Chief Executive Officer, On The Ball.
Highlanders and Dynamos led the way, before FC Platinum, Manica Diamonds and Ngezi Platinum joined in after signing kit sponsorship deals that will see them getting merchandise which is already available in the country.
Caps United has not been left out after unveiling an informal wear deal.
A regional survey revealed that it is just not about rich owners, but clubs investing in partnership, with Kaizer Chiefs having seven commercial sponsors, while Sundowns has nine with Tanzanian Club Azam having five commercial partners.

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