Online Reporter
Ray Bande
Senior Reporter
SPONSORSHIP is a key pillar of any modern sport.
Sponsorship in sports offers significant value to both brands and athletes or teams.
For brands, it is a powerful way to increase visibility, enhance brand image, and connect with a passionate audience.
For athletes and teams, it provides crucial financial support, resources, and opportunities for growth.
Ironically, in Zimbabwe, sports like athletics and cricket have secured significant corporate backing, while football, the country’s most popular sport, has struggled to attract sponsorship, particularly at the grassroots level.
In stark contrast, athletics has thrived, boasting over 10 half-marathon races and marathon competitions on its annual calendar.
This remarkable success is a testament to the sport’s administrators, who have managed to secure substantial corporate partnerships.
Reputable brands such as Tanganda Tea Company, Nyaradzo, and Econet, among many others have found value in partnering the National Athletics Association (NAAZ).
Regrettably, though, the athletics sponsorship has not yielded fair rewards for the athletes themselves.
Instead, sponsors have opted to lavishly channel funds on peripheral services such as musicians and aerobics presenters, leaving the athletes with relatively meagre share.
A stark illustration of this disparity was evident at a pre-marathon party sponsored by a prominent national brand last year.
While featured artistes received US$10 000 each, the main event winner took home a mere US$1 500.
This stark contrast is indeed lamentable.
Nevertheless, the National Athletics Association of Zimbabwe led by Tendai Tagara deserves commendation for its impressive ability to secure and maintain sponsorship deals.
Tagara attributed the organisation’s successful sponsorship deals to its transparent financial management.
“One of our core philosophies which has become a cornerstone of our approach is to separate financial and technical responsibilities. Tanganda Tea Company handles the financial aspects of the event, while we focus on the technical side. This clear division of roles eliminates any suspicion of embezzlement, a problem that unfortunately plagues many sporting disciplines in our country.
“Our strong relationships with sponsors endure because, as NAAZ president, I have made it a priority to direct all provincial boards to adopt a clear protocol. We empower sponsors to manage funds, while we provide technical support for the sport.
“Our guiding principle is simple – let sponsors handle the finances, distribute the funds, and account for every last cent. Provincial boards may request necessary resources, but they must never handle sponsors’ funds directly.
This transparent approach ensures accountability and has fostered trust with our valued sponsors.
“This approach has been instrumental in maintaining strong relationships with our sponsors. Moreover, it has enabled us to grow our brand and expand our portfolio to include 10 premier half-marathons across Zimbabwe, a testament to the power of transparency and accountability. This exemplary model of athletics administration has allowed us to retain the support of esteemed sponsors like Tanganda, Econet, Nyaradzo, and many others, while other sports struggle to secure sponsorship deals.”
However, one prominent female athlete, speaking on condition of anonymity due to protocol and fear of retribution, expressed concerns about the disparity in compensation.
“While we appreciate the athletics administration’s efforts in securing sponsors through accountability, it is disheartening that athletes receive minimal rewards after years of dedication and hard work in various competitions.
“What is most troubling is that service providers unrelated to athletics receive substantial payments, whereas our prize money is comparatively meagre. This imbalance needs to be addressed,” the athlete lamented.
Away from sponsorship attraction and retention prowess, the atmosphere is charged with anticipation as Zimbabwe, the heartbeat of Southern African athletics, prepares to host the continent’s rising and seasoned track and field stars.
With just weeks to go before the highly anticipated event, national competitions director, Manuel Mpofu has officially released the final event programme for the 2025 CAA Southern Region Senior Athletics Championships.
This marks the official countdown to Africa’s premier regional track and field showpiece.
The competition, scheduled to take place on July 26-27 at University of Zimbabwe in Harare, promises to be a spectacular two-day contest.
Led by coach, Lisimati Phakamile, Zimbabwe’s national team is gearing up to face off against regional powerhouses.
The CAA Southern Region Senior Championships have a rich history of showcasing Olympic qualifiers, continental record-breakers, and emerging sporting legends.
This year’s event is expected to feature top athletes from Botswana, Zambia, South Africa, Mozambique, Mauritius, Seychelles, Eswatini, Lesotho, Angola, and host nation Zimbabwe.
This 2025 edition carries heightened importance as it serves as a qualifier for the African Games and World Athletics Championships, placing every lane, throw, and leap under a microscope of continental attention.
The final competition programme unveiled by Mpofu features 47 events, a combination of explosive sprints, gruelling middle-distance battles, precision jumps and throws, and adrenaline-charged relays.
Day One (Saturday, July 26), will see the launch going on at midday, with multiple field and sprint semi-finals, while Day Two (Sunday, July 27) will have hurdles and field events finals before transitioning into the closing ceremony.
