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Grace Chingoma Sports Reporter
BREWING giants Delta Beverages re-affirmed their status as the Premier Soccer League’s flagship sponsors when they unveiled two packages for the Super Cup and the Championship in the capital yesterday.
Delta Beverages through their Castle Lager and Chibuku brands will this year splash US$1,2 million with US$700 000 being set aside for the championship while US$500 000 will go to the Super Cup competition.
The company’s initial three year deal with the PSL had expired at the end of last year. But in a major show of confidence in the top-flight body, Delta reaffirmed their commitment to local football by also announcing that they had poured US$500 000 for the Chibuku Super Cup.
That investment marks the return of the famous Chibuku Cup to the local football radar and the tournament is pencilled in for May and August.
In line with making their sponsorship package more beneficial to clubs Delta Beverages also reduced the money they have been availing to cover the league’s administration.
The league administration and operations have been drawing US$226 000 annually but that has been cut to US$150 000 with the difference going directly to the clubs.
Modifications have also been made to the Soccer Star of the Year awards, which would now embrace technology. Also the selectors’ base have been broadened by roping in club captains to vote together with club coaches and journalists.
The Soccer Star award prize money has been slightly increased to US$6 000 for his year. The last three winners of the award — Tawanda Muparati last year, Denver Mukamba (2012) and Washington Arubi (2011) — who were from Dynamos — received US$5 000 each.
It was also revealed that Delta Beverages through their Spanish partners will also hold a coaching clinic, which would be conducted by coaches from Barcelona.
But it is the increase in prize money for the league championship and the unveiling of the Chibuku Cup that is set to be welcomed by the clubs ahead of the start of the marathon on April 6.
Delta Beverages marketing director Maxen Karombo said they had resolved to renew their marriage with the PSL after enjoying a warm relationship with the league in the last three years.
Karombo said the extension of the deal with the PSL is for another three years. The Delta marketing director said the introduction of the Chibuku Cup was also promoted by the desire to direct more cash resources to the clubs.
Although the new deal will expire in 2016, it would be reviewed annually.
“As has been noted on a number of occasions, the past three years have seen Delta Beverages invest over US$3 million in direct and indirect sponsorship costs in football. As a rule of thumb, whenever sponsors choose to support a sport or art discipline, they have to invest nearly one and half times in advertising and promotional costs to support their direct cash investment to the chosen sport or art discipline.
“The sponsorship we unveil today is not only a commitment to entertaining our consumers but a direct support of the Zimbabwe Government’s renewed focus on sport. As we all know, the Government has established a stand-alone Ministry of Sport that seeks to enhance our national competitiveness across all sports disciplines and also positively contribute to economic growth driven by the Zim-Asset programme. Delta is simply playing its part in promoting the sustainable growth of sport in the country,” Karombo said.
Karombo said Delta would for the next three years invest US$3,6 million in direct cash investment apart from the advertising and branding.
In announcing the Chibuku Super Cup package, Karombo said they were also trying to bring back the memories of the Chibuku Trophy which used to be one of the major cups on the calendar until the 1990s.
“It’s a new and exciting Chibuku Super Cup, a 16-team knockout tournament. This tournament will bring back memories of the Chibuku Cup held back then. We will hold a detailed Press conference when we launch the new tournament closer to the start dates.
“When the beautiful game seeks partners for growth, there is a beer that simply states . . . Chinonzi Chibuku My friend . . . It’s bhoo neChibuku anytime,” he said. Karombo also added that it was important for clubs to continue to look for sponsorships and not be misguided that only the league sponsors should help ease their financial burdens.
In welcoming the Delta gesture PSL chief executive Kenny Ndebele said they remain committed to grow the Castle Lager and PSL brands and bring better football to Zimbabweans in the coming years.
“Football has been spread right across the country from predominantly big urban centres, to sugar plantations, to mines, military barracks and now power stations.
“A total of 24 teams participated in the Castle Lager Premiership between 2011 and 2013. Over one and half million football fans paid to watch Castle Lager PSL match during the three-year partnership.
“The ushering in of SuperSport International did not only bring excitement but broadened the spectator base. A total of 36 Castle Lager Premiership matches were beamed on SuperSport.
“We would like to urge football clubs, coaches, players and fans to create fun and enjoyment during matches. Violence and hooliganism are a danger to our sport,” Ndebele said.
Champions Dynamos, who scaled new heights last year when they won an unprecedented third straight league title, will be aiming to make it four in a row this year and with the increased package, DeMbare look set to face stiffer competition from their 15 rivals in the top-flight.
Online Reporter