It ain’t just about the match

Arthur Choga

ASK anyone what their favourite football team is.

Chances are they will rattle off any number of clubs, none of them Zimbabwean.

Ask them when they last attended a local match and the responses could be downright disturbing.

Lack of interest in local football has been manifesting over the years, beginning with dwindling attendance at matches.

Most fans will struggle to name players in local teams.

They will also battle to identify at least five Premier Soccer League teams.

Going to watch a match should be a pleasurable experience, suitable for all ages regardless of sex.

The match-day experience is the key determining factor.

However, the local match-day experience is nothing to celebrate.

Some of the grounds are unwelcoming and appear to be in the middle of repairs.

This obviously discourages fans from returning.

It is, however, encouraging that Rufaro Stadium is being renovated.

It had become an eyesore and family outings there were out of the question.

Fans will speak glowingly about their experience when they go and watch a cricket match.

There is nothing stopping a football match from just being fun.

There is no reason the atmosphere at football grounds cannot be just the same or better than that at Queens Sports Club or Harare Sports Club.

After all, most people creating this atmosphere are the same people who would ordinarily attend a football game.

The idea that football games should be disorganised swear festivals, where some fans send out streams of urine, belongs to the past.

Clubs in Zimbabwe largely depend on gate takings.

The sad reality is that very few clubs in the top-flight league attract any reasonable number of fans to make a meaningful impact on their cash flow.

Considering that away clubs get nothing from gate takings, it is a wonder that clubs, which have to cover the distance between Harare and Bulawayo several times a season, travel to Triangle, Mutare, Ngezi and other places, and manage to stay afloat.

Some enterprising clubs have managed to secure corporate sponsorship, which makes their planning easier.

However, advertising people speak of eyeballs, and the most attractive eyeballs are the ones that actually watch matches.

While many accounts say fans have deserted the game, it may also be true that the game deserted the fans first.

Fans used to bravely battle to attend matches in grounds that were overgrown and stands that were falling apart.

They still came even when there was nothing set aside for the fans to enjoy besides that 3 pm game.

There were no promotions.

There were no curtain-raiser events.

There were no decent places to relax and watch the game.

There was no space to engage with fellow football fans at the stadium.

Football has to shake off the ragged mantle of being a poor sport perpetually in need of handouts.

It must re-imagine itself as a powerful partner and vehicle for corporate engagements.

Clubs must begin to position themselves as outlets for creative marketing campaigns.

Facility owners must make their venues attractive, accessible and memorable.

Zimbabweans love going out.

Zimbabweans love football.

How to merge these two pursuits while fitting a football match into the mix is the homework.

Lower division clubs are attracting bigger crowds than some PSL teams while playing at schools and small sports clubs.

Those in planning think people just want to pay money to watch a game at 3 pm.

Clearly, this is not what they want, as grounds are not exactly bursting at the seams every weekend.

It would be good to ask fans what they want, then go ahead and deliver that.

The results could be interesting.

And we could finally hear fans saying their favourite team is a local one.

Covid-19 is not mentioned in this article  but it has now become part of strategic planning.

 

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