This feeling comes in the wake of the premier’s meeting with sports associations and sponsors at the National Stadium in Dar es Salaam, urging clubs and sports associations to find ways of addressing challenges currently hindering sponsorships so as to ensure a win win situation.
The TBL Group sponsorships and brand assets manager, George Kavishe, expressed the company’s satisfaction at the meeting, saying a major challenge the company faces ihn sponsorships is consistency of compliance with sponsorship contractual terms.
“This requires periodic interventions with parties involved for rectification,” he said, elaborating that this situation needs more capacity building to ensure appropriate resources in areas such as financial and administrative management to ensure good governance and transparency.
“These challenges need to be urgently addressed if we are to have a win win situation between the sponsors and the clubs or associations,” the manager underlined.
The group had also noted some achievements in sponsorships it has been involved in for the past 20 years including investing about Sh22billion in the national team, Taifa Stars for five years.
Similar sponsorship investments were made with Simba SC and Young Africans SC to the tune of Sh8bn respectively for five years, while Sh5.5bn went to Taifa Cup sponsorship for the same period.
There has also been sponsorship worth Sh1.5bn/- on the premier league for five years, while about Sh8bn has been invested on the Kilimanjaro Premium Lager Marathon for 13 years, and over Sh20bn disbursed to sponsor events in darts, golf and national pool competitions over the past 15 years.
Among achievements registered include improving the image of the national team (Taifa Stars) whose sponsorship started in 2012. “Players are now paid good salaries and on time, travel comfortably and the nutrition is better while in camp compared to what used to happen previously,” he said.
On the Kilimanjaro Premium Lager Marathon, he said for the past 13years, the number of runners has increased from less than 750 in 2003 to over 7,000 runners last year.
The group entourage featured marketing director Thomas Kushilla, corporate affairs director Georgia Mutagahywa, and Executive Solutions managing director Aggrey Marealle, whose company offers PR consultancy services to Kilimanjaro Premium Lager and Castle Lager.
In what seemed to be a timely response, the premier called for a review of the policy on sports and games to formulate a new legal structure as the current one was outdated.
“Once we have a new policy in place, it will address all these challenges that have been raised,” he said, directing his attention to the Minister for Information, Culture, Arts and Sports to start working on the matter right away.
He also thanked the TBL Group and other sponsors for the good work they were doing, asking them to consider investing in other sports besides soccer and take advantage of advertising opportunities at the National Stadium.
“We in government salute the good work TBL Group and other sponsors are doing and will support you resolve any challenges you may be facing. However, if each of you could support one sporting association then the future of many of these associations gathered here today will be assured and Tanzania will take its rightful place in international competitions,” he said.
“I would also like to see advertisers taking advantage of the branding opportunities at the National as happens in other countries which not only promotes the sponsors products, but also provides vital revenue for stadium maintenance,” he said.
Majaliwa who is a footballer and licensed coach, promised to closely follow up on sports development and ensure he achieves something substantial by the end of his tenure.