Football sponsorship guru Steward Masela thinks the incoming Premiership headline sponsor to replace Absa must match what the banking giant was offering in prize money.
The just-concluded season saw Absa exit as the Premier Soccer League (PSL) title sponsor after a 13-year period which saw money flowing into the clubs' pockets.
At the start of the 2019/20 campaign, Absa upped the prize money for the champions by 50% (from R10m in the past decade to R15m).
Taking over as the title sponsor from Castle Lager in 2007, Absa pumped in about R1.5bn into PSL coffers. The banking heavyweights had been coughing up over R100m into the PSL per year since signing an initial R500m sponsorship deal in 2007. The deal was renewed again in August 2013 and 2017.
Last year, the bank paid the PSL R138m. DStv, the pay television company owned by MultiChoice, is believed to be the one who’ll replace Absa.
“I think they [the new title sponsor] should match what Absa was giving or even better it instead of staying with the same amount. But the minimum they can do is to match it. The good thing will be to increase the money a little bit,’’ Masela told Sowetan.
“If you remember, Absa only increased the money [for the champions] last year to go from R10m to R15m. So in the planning of the league, as far as I know, they always adjust it for a couple of years.’’
Big companies such as betting giants Betway, Telkom and Bidvest (trading and distribution giants) were understood to be also interested in replacing Absa.
Masela, a renowned football sponsorship consultant who worked for companies like EXP, a strategic sponsorship, digital and event marketing agency, explained why the PSL looks appealing to corporates.
“People are passionate about the PSL; even if you can go and ask SuperSport their numbers for viewership of local football versus international, South Africans watch local football by far,’’ said Masela.
“I remember about two years ago there was the Manchester derby and the Soweto derby; even though people had access to international football they still preferred local football, that is a passion. Big brands will always associate themselves with that.’’
How PSL teams raked in the money:
Mamelodi Sundowns
CAF Champs League last eight: R10.6m
MTN8: R800,000
Telkom Knockout winners: R4m
Absa Premiership winners: R15m
Nedbank Cup winners: R7m
Total: R37.4m
Kaizer Chiefs:
Telkom Knockout semifinal: R750,000
Absa Premiership runners-up: R7.5m
Q-Innovation 1: R1.5m
Q-Innovation 2: R1.5m
Nedbank Cup second round: R200,000
Total: R11.45m
Orlando Pirates
MTN8 first round: R800,000
Telkom Knockout last eight: R400,000
Absa Premiership third place: R3.75m
Q-Innovation 3: R1.5m
Nedbank Cup first round: R100,000
Total: R7.45m
Bidvest Wits
CAF Confederation Cup group stage: R460,000
MTN8: 800,000
Telkom Knockout first round: R200 000
Absa Premiership fourth place: R2.5m
Nedbank Cup semifinal: R1m
Total: R4.96m
SuperSport United
MTN8 champions: R8m
Telkom Knockout last eight: R400,000
Absa Premiership fifth place: R1.8m
Nedbank Cup first round: R100,000
Total: R10.3m
Cape Town City
MTN8: R800,000
Telkom Knockout first round: R200,000
Absa Premiership sixth place: R1.56m
Q-Innovation 4: R1.5m
Nedbank Cup first round: R100,000
Total: R4.07m
Maritzburg United
Telkom Knockout runners up: R1.5 m
Absa Premiership seventh place: R1.32m
Nedbank Cup second round: R200,000
Total: R3.2m
Bloem Celtic
MTN8: R800,000
Telkom Knockout second round: R200,000
Absa Premiership eighth place: R1.2m
Nedbank Cup runners up: R2.5m
Total: R4.7m
Highlands Park
MTN8: R800,000
Telkom Knockout last eight: R400,000
Absa Premiership ninth: R885,000
Nedbank Cup last eight: R400,000
Total: R2.45m
Stellenbosch
Telkom Knockout first round: R200,000
Absa Premiership 10th: R825,000
Nedbank Cup: R100,000
Total: R1.125m
Chippa United
Telkom Knockout last eight: R400,000
Absa Premiership 11th: R750,000
Nedbank Cup: R100,000
Total: R1.25m
Golden Arrows
Telkom Knockout semifinal: R750,000
Absa Premiership 12th: R690,000
Nedbank Cup second round: R200,000
Total: R1.55m
AmaZulu
Telkom Knockout last eight: R400,000
Absa Premiership 13th: R620,000
Nedbank Cup first round: R100,000
Total: R1.12m
Baroka
Telkom Knockout: R200,000
Absa Premiership 14th: R565,000
Nedbank Cup semifinal: R1m
Total: R1.765m
Black Leopards
Telkom Knockout: R200,000
Absa Premiership 15th: R495,000
Nedbank Cup last eight: R400,000
Total: R1.095m
Polokwane City
MTN8: R800,000
Telkom Knockout first round: R200,000
Absa Premiership 16th: R440,000
Nedbank Cup first round: R100,000
Total: R1.54m
- Teams also receive R250,000 participation each for the Telkom Knockout
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