As the world of football continues to evolve towards professionalism and sustainability, the country’s Premier League teams find themselves grappling with a persistent and glaring issue, which is the lack of club sponsorships.
In a continent where football is not just a game, but a vital economic and social driver, our local clubs remain alarmingly behind in attracting the kind of corporate partnerships that could transform the game.
The harsh reality is that many of our Premier League clubs still rely heavily on individual benefactors and handouts to survive season after season.
This has become evident in the struggles faced by some of the country’s major teams, namely Mbabane Swallows, Mbabane Highlanders and Manzini Wanderers. While they are not the only ones affected, their financial difficulties are particularly glaring at the moment.
This outdated model of relying on individuals, while perhaps noble in intent, is unsustainable and unfit for a team that aspires to compete at continental and international levels.
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Football, particularly at the elite level, demands structured financing, long-term planning and professional management, none of which can thrive in the absence of consistent, formal sponsorships.
Unfortunately, when it comes to club sponsorships, Eswatini teams appear to be at the bottom of the African football hierarchy. Look at what is happening at Mbabane Highlanders. This is a team that is fighting itself.
Most of their problems are within. This is why I always say that the biggest enemy of Mbabane Highlanders is Mbabane Highlanders.
The same can be said about Mbabane Swallows. The ‘Beautiful Birds’ are experiencing a power struggle that has resulted in the team losing potential sponsors. They also lost a number of good players to other teams. Both teams are struggling financially and we cannot run away from that fact.
This is a damning reflection of the current state of affairs and must be a wake-up call to all stakeholders. Without robust financial backing, it becomes nearly impossible to develop talent, improve club infrastructure and compensate players and staff in a manner befitting professional standards.
So, where exactly are we going wrong?
Is it the inefficient internal club structures that fail to present a compelling case to potential sponsors? Or is it the reputational damage caused by unruly fan behaviour, administrative in fighting and lack of professionalism off the field?
These are just questions that come to my mind.
But I know that the truth likely lies somewhere in between.
A number of clubs lack basic marketing strategies, they fail to engage with communities meaningfully, and offer little in terms of brand value to potential partners.
In addition, disruptive elements often masquerading as passionate fans engage in hooliganism and verbal abuse, creating a toxic environment that repels rather than attract sponsors.
These issues cannot be swept under the rug any longer. If clubs are to be taken seriously by the corporate world, they must clean their house, starting with their own internal culture and structures.
Professionalism in football cannot be achieved through wishful thinking. It requires deliberate effort, a strategic approach and most importantly, a change in mindset.
Club administrators must begin to think like business leaders. They must understand that attracting and retaining sponsorships is not about begging for financial assistance – it is about offering value in return. This includes brand visibility, community engagement, youth development and alignment with corporate social responsibility goals of potential sponsors.
Furthermore, the responsibility to market our football cannot rest solely with the Premier League of Eswatini (PLE). Every club in the elite league and National First Division must take ownership of their brand, image and future.
Looking at the continent’s most successful football clubs, one finds a common denominator, sound youth development structures. These clubs do not just focus on their first teams, but invest heavily in academies and development leagues that serve as talent pipelines. Eswatini is not short on talent. What we lack is the infrastructure and foresight to develop that talent into professional-grade athletes.
Such systems require significant investment and again, this takes us back to the importance of club sponsorships. Only with adequate funding can clubs build academies, hire qualified coaches and provide proper training facilities. Without these, we are simply running in circles.
This is a pivotal moment for Eswatini football.
As we approach the pre-season period, there has never been a better time to address the sponsorship crisis head-on. Clubs must audit their internal structures to ensure they are ready for professional operations.
They also need to eliminate toxic behaviour and ensure the stadium is a safe space for all stakeholders, so to attract sponsors.
If our clubs can develop strategic marketing plans tailored to attract sponsors and invest in youth development as a long-term sustainability strategy, surely there can be so much improvement.
We can no longer claim to be moving towards professionalism while our clubs continue to operate in amateurish ways.
Club sponsorships are not a luxury, but they are a necessity. The time has come to stop pointing fingers and start building partnerships. Let us shift our mindset, improve our structures, and most importantly, present our football as a serious product worthy of investment. Let us all join hands and work towards a better, more professional future for Eswatini football.
