Low attendances worry PLE CEO
FROM THE HORSE’S MOUTH
MBABANE - Welcome to our new column where we delve into one-on-one conversations with the country’s top chief executive officers (CEOs), managers, directors and all football-related stakeholders, discussing pressing matters and their influence on football in Eswatini.
Our inaugural guest is Kenneth Makhanya, the CEO of the Premier League of Eswatini (PLE), a key figure leading strategic initiatives and addressing challenges faced by the league. Join us as we gain insights directly from the forefront of Eswatini’s football landscape.
Known for his visionary leadership, Makhanya has overseen remarkable achievements, including the renewal of the MTN sponsorship, with enhanced benefits for participating clubs, successful establishment of the Under-19 League, and the implementation of crucial league compliance measures.
However, his tenure has not been without obstacles, with challenges such as; securing additional sponsors, addressing incidents of misconduct at matches and enhancing the league’s overall professionalism.
In this exclusive interview, Makhanya sheds light on the notable successes and significant challenges faced by the PLE, providing insights into the organisation’s progress, hurdles and future strategies.
From addressing staff exodus to navigating the complexities of securing sponsorships and fostering player development, Makhanya offers a candid perspective on the current state and future trajectory of the PLE.
Times: Good day CEO and welcome to our new column.
Kenneth Makhanya: Thanks for having me Jele.
Times: Could you highlight your notable successes since joining the Premier League of Eswatini?
Kenneth Makhanya: Renewal of MTN Sponsorship for three more years with increased package to include a prize for every club participating. Other successes include the increased sponsorship from E6m from 2018-2021 and is now E6.5m for 2022-2025.
Securing the MoMo Cup in 2022 was another highlight. And re-establishment of the Trade Fair Cup, Ibuyile Ingwenyama Cup in 2023, establishing Under-19 League, launching the Eswatini Football Show, adoption of the PLE Statutes, adoption of the PLE Compliance Manual, were other milestones. significant challenges since joining PLE?
Kenneth Makhanya: Our most significant challenges have been securing more sponsors for the PLE and member clubs, addressing incidents of violent misconduct at matches, dealing with the lack of live TV coverage, attracting higher attendance at matches, and managing relationships with stakeholders.
Times: How do you interpret the staff exodus since your arrival at PLE? Kenneth Makhanya: The staff exodus can be attributed to better job offers that our staff members have received. The PLE office has a heavy workload and modest salary packages, making it difficult for us to compete against higher salary offers.
Times: Have you observed any progression towards professionalism among the teams, transitioning from semi-pro status, since you joined the league?
Kenneth Makhanya: Yes, there has been progress towards professionalism among the teams. The implementation of club licensing requirements and the adoption of the PLE compliance manual have improved league operations. Clubs are now utilising CLOPS more efficiently.
Times: The media has been informed of numerous potential sponsors, yet we only see SMVAF and MTN as main sponsors. Is there any advancement in securing more sponsorship?
Kenneth Makhanya: It is important to note that many companies sponsoring football are still in a normalisation phase p o s t - C O VID-19 and the economic situation has changed, impacting their ability to sponsor. Additionally, premature publication of discussions with sponsors by the media can have a negative impact on securing sponsorships. However, there has been increased interest in PLE events, as seen through various corporates advertising on perimeter Boards and dugouts at the stadium.
Times: A thriving organisation requires a robust marketing department, yet we’ve observed minimal efforts in this direction. Could you comment on this?
Kenneth Makhanya: The current financial challenges faced by the PLE have impacted the marketing department. In times of financial difficulty, the marketing department is often the first to be affected.
The low attendance at matches is a contributing factor to the limited marketing efforts.
Times: Teams often struggle to find suitable venues. What initiatives are in place to address this challenge?
Kenneth Makhanya: The issue of venues extends beyond the PLE, as stadiums are owned by the government and municipalities. However, we commend the EFA for investing in their training venues, which has alleviated some of the challenges faced by teams.
Times: The league seems to be exporting fewer players than before, and those who do leave often return promptly. What is your perspective on this?
Kenneth Makhanya: The development of a player hinges on many factors, one of which is the number of matches the players participate in per season - the norm being over 40. As our PLE secures more knockouts the knock effect will be on a more competitive national team and exposure off our players internationally.
Times: How is PLE ensuring that the U-19 league serves as a stepping stone for elite teams in terms of player development?
Kenneth Makhanya: The U-19 league provides young players with more game time, increasing their chances of breaking into their club’s senior team. The more games they play, the higher the likelihood of their development and progression.
Times: Thanks for your time CEO. Kenneth Makhanya: My pleasure Jele.