Mascom challenges clubs to mobilise fans

Mascom Wireless has emplored on Botswana Football League ( BFL) clubs to reconsider their fan engagement models in building loyalty, following the launch of Mascom Charity Cup, where qualification is restricted to the voting numbers of fans. The one- day spectacle, which was unveiled last week, is sponsored at a grand total amounting to over 1 million Pula, powered through mobile money platform, Mascom MyZaka. According to the sponsors, four teams from the eight that had finished the 2019/ 2020 season within the Top 8 bracket, will battle for the P250 000 first prizes. Interestingly, the 12th player, the fans, will be the difference between their clubs earning early opportunity of silverware and much needed cash- injection to patch the already dented coffers. Clubs will donate the proceeds derived from fan votes, which will be split in percentages according to the ranking as in 40percent, 30 percent for the winner and the runners up respectively and 15 percent apiece for losing semi- finalists. Football supporters will directly impact on the amount to be donated through the charity cup, which will be done through SMS line charged at P1.50 towards a charity of their choice. Despite the voting systems having been used previously in the charity competitions like Kabelano Cup during yesteryears, the relationship between local football fans and their clubs will be put under a microscope, potentially exposing clubs’ marketing activities, fan engagement and building loyalty.

When officiating at the launch, Mascom Chief Executive Officer, Dzene Makhwade- Seboni, announced that the 4 teams participating in the Mascom Charity Cup will be up to Football Fans.

“It is for these reasons that, as the Number 1 supporter of Botswana Sport, today we kick start the year with the announcement of our new partnership with the Botswana Football League ( BFL) to bring Batswana and our customers, an exciting football extravaganza,” she said. “As you may recall, the following teams were in the Top 8 standings of that season: Jwaneng Galaxy, Township Rollers, Orapa United, Security Systems, Gaborone United, Prisons XI, BR Highlanders and BDF XI. The 4 teams participating in the Mascom Charity Cup will be up to Football Fans. “This is because football supporters and the public will vote for their favourite teams to play in the Mascom Charity Cup. The four teams with the highest votes will compete against each other in a one- day tournament with the champions walking away with P250 000,” Makhwade- Seboni said.

The Mascom Charity Cup will be played at the Obert Itani Chilume Stadium in Francistown on April 2.