adminCharles Nhemachena, the SRC director-general, confirmed yesterday that the two areas had been found to be the sports association’s weakest areas. An improvement in this regard could change the face of associations and clubs.
He said last year like the previous, emphasis had been on corporate governance.
“We have done a lot in terms of training of personnel in corporate governance and organisation of committees from district level through the community sports initiative.
“Corporate governance yes, but it needs to be backed by good marketing skills and strategic management. So in 2012 we are going to have a number of strategic planning and marketing courses. We want to help associations and clubs improve their images,” said Nhemachena.
He said many administrators did not appreciate the role of marketing yet it played a key role in sport.
“Marketing is very important and it finances and propels sport so it is important that administrators are taught the key elements. They have to know how to present their proposals,” said the SRC director-general.
He said he had noted that associations and clubs often carried begging bowls to corporate organisations without a clue how those companies could benefit in return.
“Sponsorship is a business deal where both parties have to benefit,” said Nhemachena.
He said as the SRC family, they were looking forward to a better year in sport.
Online Reporter