Birds to lose long-term sponsor

MOROKA Swallows will have to find new financial backers after main sponsor Volkswagen SA announced its intention to end the eightyear partnership.

The current deal expires in December and the motor company will not renew the contract because it will be changing its sponsorship direction from next year.

The company’s marketing director, Mike Glendinning, said: ‘‘ While our contract allows for a three-month termination clause, we felt that it was only fair to advise the management of Moroka Swallows well in advance of our decision, to enable them to look for and secure a new sponsor from 2014 onwards.

‘‘ We are confident that with the calibre of the team, the management and the players that the Dube Birds have, they will have little difficulty in finding a new sponsor.”

The effects of the relationship have been evident in the much higher profile and professional appearance of the club, which now includes a development arm and a professional supporters club.

Even though they have won the Nedbank Cup and the MTN8, the Birds were inconsistent last season, nearly being relegated.

Club boss Leon Prins said: ‘‘ The termination has got nothing to do with us, but a shift in the company’s marketing policy as a whole. It has been a pleasure and a privilege to work with them.”