Why DStv is not sponsoring sport

By Michael Uugwanga

EVEN though Multichoice Namibia is a leading entertainment brand, the company has given its reasons as to why it is not sponsoring local sport yet its counterparts are doing so in other parts of the continent.

DStv broadcast satellite service is part and parcel of many Namibian households, and sports lovers have questioned why Multichoice Namibia is reluctant to associate itself with local sport.

Levana Cloete, Multichoice Namibia corporate affairs manager explained that they have other areas of importance they are investing in, specifically the Multichoice Talent Factory (MTF).

“Across Africa, Multichoice through its DStv and GOtv platforms continues to look for opportunities to support local sports development where appropriate, in the markets in which it operates. There are many factors that play a role in sponsoring local league football, a boxing tournament etc and as such we are unable to sponsor all sports across our continent. In addition there is often a bidding process involved in either sponsoring sports or acquiring broadcast rights.

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It’s also important to mention that, in 2018 Multichoice launched the Multichoice Talent Factory (MTF) which forms part the company’s new strategy of furthering this investment.”

Multichoice Namibia has also not indicated on whether it is looking at exploring the possibility of broadcasting local sport even though there have numerous highlights in local sport content such as the Nedbank Cycling Desert Dash.

“Our sponsorship initiatives are strategic, and remain tactical as we proactively harness the MTF programme in-country which continues to run year-on-year,” said Cloete.

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Multichoice through its SuperSport channel has been a sponsor of the Zambian football league since 2012, and last year it invested US$5.3 million in licence fee payments to the Football Association of Zambia.

In South Africa, SuperSport remains the main broadcaster of that country’s top flight football which is now called the DStv Premiership, while in the past SuperSport used to sponsor the Zimbabwean, Ghanaian and Angolan football leagues.

In Nigeria, GOtv is the main sponsor of boxing.

Multichoice is reportedly on the verge of partnering with the Botswana Football Association (BFA), even though Multichoice Botswana general manager, Billy Sekgororoane told journalists in that country that a deal had not been struck.

Former Namibia Premier League chairman Johnny Doeseb who left the position in 2017, once said that he was in negotiations with SuperSport to become the broadcast partner of the league.

In 2016, Roger Gertze, General Manager of Multichoice Namibia during an agreement with MTC Sunshine Tobias Boxing and Fitness Academy which saw GOtv Namibia broadcast the bout between Paulus Rock Ambunda versus Mexican boxer Moises Flores in Windhoek, said that Multichoice was willing to associate itself with athletes that were excelling internationally, but such a move is yet to materialise.