adminChipo Sabeta
Mobile network operator NetOne and Zimbabwe’s biggest soccer sponsor, has taken matters into their own hands in an effort to promote unity and togetherness at football matches, through a campaign dubbed “WeAreOne” meant to eradicate violence and hooliganism. The promotion starts with the much-hyped Barbourfields clash where Highlanders host CAPS United on Sunday.
After recommitting to be the main sponsors of Castle Lager Premiership sides — CAPS United, Highlanders, Black Rhinos and Chapungu following a $1,5m sponsorship package, the State-owned mobile company is eager to curb violence and any acts of hooliganisms ahead of the 2019 season.
In the game-changing mega deal, CAPS United and Highlanders received $700 000 each for their operations and related expenses for the 2019 football season while Black Rhinos and Chapungu received their kit as part of a $170 000 sponsorship.
NetOne chief executive officer, Lazarus Muchenje, said their brand would not want to be associated with the acts of violence and un-sportsman like conduct and it was against this backdrop that it created the initiative “WeAreOne” for all their sponsored teams’ games.
“Football is a unifying sport that presents an opportunity for people from all walks of life to come together and support their favourite clubs. NetOne subscribers also make up a huge portion of the football fan base.
“The ‘WeAreOne’ initiative will see promotions and activations at games played between the sponsored teams, with hope of adoption by other Premier League teams. Violence and un-sportsman like conduct have no place in the beautiful game of football and this is a commendable initiative to foster the unifying spirit of the worlds most loved pastime,” he said.
“Violence has often reared its ugly head at the games that pit the traditional rivals in matches played over the years. It is against this backdrop that NetOne created the initiative “WeAreOne” for all their sponsored team’s games to be played this season.
“The campaign will culminate in the form of aggressive social media awareness and roadshows to be staged throughout the country. The aim of “WeAreOne” is to promote peace and publicise much anticipated clashes beforehand,” Muchenje added.
On the day in question, roadshows will take supporters through towns and cities, spreading the message of “peace” and with public displays that on and off the pitch soccer fans from all walks of life are “One”.
Players from both teams will distribute NetOne regalia inscribed with the message “WeAreOne” to their fans before the matches.
Muchenje also expressed satisfaction that NetOne’s financial support will boost the standards of football in the country, drawing a lot of inspiration from the positives they recorded from last year.
“We started this journey in 2018 and we delighted to have continued this season.
“We drew a lot of inspiration from the positives we recorded from the partnership last year and are taking the partnership to the next level.
“Globally, the game of football has evolved over the past few decades, from being a mere pastime to a sustainable career for many,” Muchenje said.
Last season the teams did not perform as expected and for that reason, a portion of the sponsorship amount will be a performance based incentive on the field of play.
“There will also be performance bonuses for the team as a whole, on a sustained performance record. These will include and are not limited to — Top Goal scorer for the season, Incentives for every goal scored by a player in a single match — Brace two goals in one match by the same player, Hat-tricks — Goal keeper not conceding to a goal over 5 consecutive games; Winning the league and Coming up in the top 3 in the Championship League,” Muchenje explained.
NetOne has over the years come to the aid of these teams both at national and international levels.
NetOne is following in the footsteps of other giants network providers around Africa like Vodacom, MTN and Orange.
It is in this regard that NetOne will be targeting to boost its active subscriber base by leveraging on Zimbabwe’s extensive football supporter base.
With approximately 10 million football followers in Zimbabwe, market experts say NetOne made a step in the right direction as it will have direct reach to this support base, thereby consolidating its position on the market.
Bongani Ndlovu