05 Aug 2015

Botswana Premiership clubs have been advised to increase revenue streams so that they could become self-sustainable entities.

Senzo Mazingisa, the general manager of South African premier soccer league (PSL) club Platinum Stars offered this advice during the BPL club workshop held in Gaborone on Tuesday (August 4).

Masingiza, who previously served as the deputy tournament director of the 2010 FIFA World Cup held in South Africa and as the chief executive officer of one of South Africa’s biggest sports brands, Orlando Pirates, urged local clubs to strategies income streams.

“The question of how a club becomes self-sustainable is one being addressed by clubs across the world, even in some of the most commercial leagues. 

It is important for Botswana teams to also brainstorm revenue income strategies,” he said.

Mazingisa added that his own club Platinum Stars was facing challenges as sponsors had the impression that they were financially stable as they are owned by the Royal Bafokeng Nation, which includes the mineral industry trade as part of their portfolio. 

He also said they currently lack a fan base enjoyed by the likes of Pirates and Kaizer Chiefs, and were still trying to rebrand themselves to football fans across North West province as opposed to just the Phokeng area of Rustenburg.

“The fact is that as a commercial entity Platinum Stars needs to generate its own income, and we need a support base. 

To address this issue, we came with a turnaround strategy which deals with five pillars- football operations, commercial and organizational operation, brand repositioning and community engagement,” Mazingisa said.

He advised local clubs to have turnaround strategies looking at engaging the communities they are a part of and marketing their brand to them, creating a value proposition, in turn increasing gate takings and merchandise sales revenue.

Mazingisa also advised local clubs to invest on football development saying this does not have to be an expensive exercise. 

The chairperson Walter Kgabung said the workshop was the first of its kind for local club football as domestic stakeholders would share ideas on how to improve every aspect of managing their clubs. Ends