Branding essential in sport, says Mhiribidi

SPORTS Leaders Institute of Zimbabwe (SLIZ) president Russel Mhiribidi has challenged the country’s sports institutions to adopt ideal branding tenets so as to create their distinct images and identity.

Sports branding is a practice that creates a separate image and uniqueness for sporting events, teams and athletes worldwide.

“Branding is very vital in sports. It should be emphasised that sports institutions should seek to create good images for them to excel and meet their goals. There is also a need to have names that align with what they claim to be. Sport is now business hence the need to have a good image,” said Mhiribidi.

Branding helps to create a strong community that allows fans to connect with them personally and emotionally, driving loyalty and word-of-mouth advertising resulting in an overall revenue increment over the years.

Sports branding is more than logo design or jersey styling, it’s about creating an atmosphere and community around the brand that resonates deeply with fans personally and emotionally.

Brands are critical for creating business value, and the sports business is no exception.

Mhiribidi also challenged stakeholders in the sporting fraternity to be professional and not to cut corners if the nation is to earn its place among the world’s best sporting countries.

He bemoaned lack of professionalism in the running of the country’s sporting codes especially in football.

“There is a need to have a thorough look and put all the fundamentals in our sports in place. The problem in the country is that, we want to do well in sport but we don’t want to do sports well.

“At the moment, I can say we have an elite social football league instead of a professional league. It’s not even a semi-professional league. There is a need to understand the value of sports and join the million-dollar sporting business. It doesn’t come easy, there is a need to work for it professionally,” said Mhiribidi.

While challenging sports journalists to prioritise covering the wide range of sports codes that also include volleyball, pool, goal ball, blind football and blind cricket among other disciplines, Mhiribidi added:

“It is good to note that the country has done well in para-sports and in games that involve women with men’s teams struggling.

“There is also a need to have good facilities that are accessible to everyone especially the disabled. We seriously need world-class venues that can accommodate everyone.”

Turning to the general benefits of inclusivity in sport, Mhiribidi reckoned it results in enhanced participation, social cohesion, talent development and positive role modelling. – @FungaiMuderere.