The Football Association of Malawi (Fam) has engaged sponsors and prospective partners in a bid to strengthen commercial relationships and grow the game at all levels.
This comes after Fam yesterday convened a sponsor and partnership workshop in Blantyre City.
Fam Executive Member Daud Mtanthiko acknowledged the critical role sponsors have played in developing football in Malawi while signalling a shift in how the association intends to manage those relationships going forward.
“We want to reform the way football is managed so that sponsoring companies can now receive tangible benefits in return for their support,” Mtanthiko said.
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To help achieve that, Fam drafted in expertise from world football’s governing body—Fifa.
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Fifa Senior Commercial, Partnership, Planning and Strategy Manager Heather Okkeper served as lead facilitator, sharing insights drawn from Fifa’s own sponsorship model—one that currently boasts at least 30 partners at World Cup level alone.
“Fam has been making strong steps towards commercial sustainability and valuing sponsorships.
This workshop will help bring Fam and sponsors onto the same page on how to collaborate in strategic partnerships, both for football and for sponsors’ businesses,” Okkeper said.
Fam Marketing and Broadcasting Manager Mayamiko Kafwamba cited youth and grassroots football as some of the gaps the association intends to fill.
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He said youth and grassroots football remained largely without sponsorship support, with the U-14, U-16, U-20 and U-23 national teams—both boys and girls—yet to attract dedicated partners.
Kafwamba also revealed that Fam is exploring bolder commercial avenues, including naming rights for Mpira Stadium.
Among those present at the workshop were representatives from National Bank, FDH Bank, Airtel Malawi, Premier Bet, BetPawa and Finca, among others.
