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| Columns |
| SPORT ON |
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by
Gracian Tukula, 26 March 2004
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12:35:00
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Room for excuses
Obviously news that Carlsberg Malawi Breweries will not sponsor the Carlsberg Cup this year is bad. But I am not surprised. The company’s actions in the aftermath of last year’s final showed me that either it had lost interest or had some problems maintaining the high standards it set for itself.
I have not heard details of Carlsberg’s involvement in Euro 2004 but I will be pleasantly surprised if the money involved will come closer to half the money we were told was involved in the running of the Carlsberg Cup, let alone surpass it. Chances are the company will spend much less.
Again I am not sure whether this represents a change of focus in the company’s reasons for involving itself in soccer. I was made to believe that apart from marketing the popular Carlsberg brand — which I am proud of only because it appears on Liverpool’s shirts — the company was interested in contributing to the development of the local game.
If my understanding is correct, I am failing to appreciate how being part of Euro 2004 will help in developing Malawi’s football.
My gut feeling is that local soccer does not feature anywhere in the company’s latest marketing strategy. Otherwise tell me how having two Malawians — who by the nature of draws may not be players, officials or in any way connected to the game — at Euro 2004 can contribute to football development in Malawi.
In the spirit of good relations, one would have expected Carlsberg to explain their decision to change their strategy. I know they are not obliged to account for their money to anyone other than stakeholders in the company but whatever reason they advance may help people plan for the future properly. That would be a friendly parting shot, in my view.
When all is said and done, I hope lessons have been learnt by all those involved in the running of the game both at club and association level. Our actions can sometimes give sponsors excuses for pulling out. The biggest loser is football itself and it pains me to note that no-one has been held responsible for what happened last year. |
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