Herald
26 February 2011
By Augustine Hwata
THE domestic Premiership transformed itself into the Castle Lager Premier Soccer League yesterday after a marriage made in heaven with Delta Beverages that will run over three years and is worth about US$2 million in prize money.
Delta Beverages will pour US$600 000 in cash into the Premiership this year but all the costs associated with funds to be injected into the football partnership will gobble around US$1,8 million this season alone.
Winners of the 2011 Castle Lager Premier-ship title are set to get US$70 000, a massive rise from the handshake that Motor Action got for winning the title last year.
Rains that fell in Harare yesterday were just a good omen, for those who are superstitious, as Delta and the Premiership marked the rebirth of the Castle Lager Premier Soccer League at a colourful ceremony at the Wild Geese leisure centre on the outskirts of the capital.
Sadly, PSL boss Twine Phiri was not part of the proceedings after being involved in a road accident in South Africa on Thursday.
Phiri, though, is recovering well and was discharged from a Johannesburg hospital yesterday and caught a flight back home last night.
Zimbabwean football had been crying for a corporate partner over the past two seasons since CBZ Holdings withdrew and yesterday the football fraternity had something to smile about when Delta were officially presented as the sponsors for the next three years.
In his keynote address at the ceremony, Delta Beverages’ chief executive Joe Mutizwa said his company was happy to return to football and they were hopeful their investment will help boost their Castle Lager brand.
“The Castle Lager Premier League sponsorship covers an initial period of three years – that is 2011, 2012 and 2013 seasons.
“Thereafter, the sponsorship is subject to further renewals for a period of three years at a time.
“It is our sincere hope that the sponsorship will stand the test and be renewed again and again.
“Everything hinges on the ability of the various partners to abide by the letter and spirit of our contract to the full,” said Mutizwa.
He pointed out that the full financial impact of sponsorship, which reaches to about US$ 1,8 million this year alone, was a bigger figure than the cheque unveiled yesterday.
Delta Beverages’ marketing director, Maxen Karombo, told journalists that his company will also unveil various programmes to attract fans to the stadiums as well as promoting their products.
“The direct cash injection is US$600 000 but the total package is nearly US$1,8m with money put for promotions, media adverts and the super-fan promotions,” he said.
Delta’s sponsorship is for the league games only, but Karombo said they were not ruling out the possibility of a knockout cup like the Castle Cup in future.
“We need to take one step at a time. The opportunity for a knockout cup can come in future but we have to evaluate each step.
“The Castle Cup still remains on our menu but, for now, the focus is on the league,” said Karombo.
PSL chief executive officer Kenny Ndebele said the league will jealously guard their marriage with Delta.
“The Premier Soccer League has in the past two years been taunted as the “Premier Social League” as we had no partner.
“The lack of sponsorship affected competition.
“A league without a sponsorship is a like a man without clothes.
“The Delta branding will certainly change the image of the Castle Lager Premier Soccer League.
“The PSL, in its marriage to Delta, has agreed to offer the following products – competitions, players, teams, passion, events, pre-and-post match activities, coaches, match officials and performance,” said Ndebele.
The PSL chief executive said as much as 15 points could be deducted from a team that takes the league to court.
Guest of Honour, the Minister of Industry and Commerce, Welshman Ncube, who was representing his Education, Sport, Arts and Culture counterpart David Coltart, called on the football administrators to move away from the era of squabbles.
“Soccer is by far Zimbabwe’s number one sport with millions of supporters countrywide.
“I would like to take this opportunity to both warn and advise our sports administrators to act professionally and respect this sponsorship. The management of this relationship must be transparent,” said Ncube.
Ncube also encouraged the media to be more responsible and professional and avoid dwelling on the negative side of football as this also scared away sponsorship.