Vice President Saulosi Chilima has urged Malawi National Council of Sports (MNCS), organisers of Malawi Sport Awards, to use the event to generate resources.
Chilima made the remarks during the 2023 Malawi Sport Awards gala at Bingu International Convention Centre (BICC) in Lilongwe on Friday.
He said Sports Council and its affiliates should emulate how other sports events are organised as a source of revenue.
“Let us monetise and bring a business approach to the organisation of this event. Viewership must grow. The hype and the billing towards the event must be carefully and purposefully worked on. Companies must compete to be headliner sponsors and to secure a segment for advertising.
“You must not write them to beg for sponsorship but the other way round. The private sector must scramble to be part of this event. That can only happen with proper organisation, creativity and topped with a business approach,” Chilima said.
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He cited an example of the Super Bowl event where Kansas City Chiefs defeated San Francisco 49ers was organised.
The event was watched by 123 million people on television and streaming online in which some companies paid $7 million to advertise in a 30 second slot.
Chilima said government will continue to invest more resources in sports to improve the standards in the country.
“As government and stakeholders, we must encourage and motivate all Malawians, particularly, the youth, to participate in sporting activities at all levels. I would like to urge the corporate world to join hands with the government to promote sports by sponsoring sports disciplines, athletes and teams of their choice,” he said.
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In his remarks, Sports Council board chairperson Sunduzwayo Madise said despite some challenges the event was a success.
“The Malawi Sport Awards are aimed at motivating deserving athletes and officials. We will make next year’s event bigger,” Madise said.
During the event several athletes and officials were recognized for their achievement in 2023.
