Chronicle Editor
TODAY I have decided to wade into a contentious matter that has been on the chat groups in the last month pertaining Yesteryear Greats.
Any mention of the past and its stars attracts a lot of attention. They are a special group to many as they livened things up for the fans.
To many, they were better in terms of natural ability despite sport changing in a number of ways with time to catch up with dictates of scientific and modern approaches.
Over the years I have saluted Habakkuk Trust’s Dumisani Nkomo and Coca-Cola. They have appreciated that Yesteryear Greats have commercial images.
Legends and Yesteryear Greats have so many times been brought to events to add flavour by organisers. While event managers have benefitted from their lofted images by having these guys attending, many have had to beg for money back home.
The owners of the event will be smiling all the way to cash in at the bank while poverty continues for the former sportspersons.
Former athletes find themselves in awkward and unhealthy conditions because community and sport failed them.
We were all happy to be entertained. Institutions delighted in getting positive results for that time and completely forgot that their careers are short-lived.
Back to Coca-Cola and Habakkuk, the two organisations have over the past decade been involved in activities where the presence of Yesteryear Greats was welcome.
At times in some communities their presence overshadows the organisers. But it adds to the lustre of the occasion and the big audiences benefit from seeing their stars at the same time being part of an audience sponsors want for the fanfare or to drive some campaigns’ effectiveness.
Former players or athletes have long been abused for lack of education about their image rights. That on its own can be a source of livelihood for them when they retire.
I have been involved in the production of the George Shaya Documentary. I pity the executive producer and sponsor of the project, Albert Chiwandamira.
He has had to dig into his own family coffers for a project with great commercial value as appearing as a sponsor assures one a lifetime advert.
He has spent over US$20 000 from his pocket. One asks where are the many companies whose products George Shaya made popular.
His images at his peak were on billboards, but fast forward to life in retirement and even for legacy projects the cough mixture company and Castle which he made great by winning the Castle Lager Soccer Star of the Year award five times and the Castle Cup, Zimbabwe’s FA Cup have not been close to legacy programmes to assist former players.
Players have the onerous task of branding themselves and stop being launch pads or punch bags.
So many of our former players revel in binges and being driven around like mascots for no gain. These are not empowering trips but drag the boys into more trouble as the driver gains at the expense of the lad and when morning arrives the Big Shot has more calls because of the attention he attracted with the celebrity.
Our celebrated former star wakes up to another morning of poverty with his image bruised and abused.
That casual drink and drive is benefitting one party and not both.
Former athletes and active ones must look beyond free beer and demand things that enhance their livelihoods for the future.
Because our former athletes have damaged their images by the drink problem, a big number cannot even be invited to give a motivation speech at schools nearest them.
Motivational speeches here and there can give some of them financial cover.
Hopefully Zimbabwe will move to a position where artists and athletes’ image rights have commercial value.
Online Reporter