Karabo Ramathe
Alliance Insurance has renewed its sponsorship of four of Lesotho’s football powerhouses, Lioli FC, Matlama FC, LCS FC, and Linare FC, for another three years, committing a total of M11 million in a deal that strengthens the company’s long-standing support for domestic football and youth development.
The announcement was made by ‘Makeabetsoe Mabaleha from Alliance’s Marketing and Public Relations Office, who highlighted that the new package marks an increase from the previous M8.5 million sponsorship, reaffirming the company’s unwavering belief in sport as a vehicle for social and economic empowerment.
“We have been supporting football for over 15 years, and it is not just about sport, it is about creating jobs and shaping futures. When we started sponsoring, we saw results. Football became more than recreation. It became a profession for many young Basotho,” said Mabaleha.
Since Alliance entered the football scene, the sponsored clubs have enjoyed unprecedented dominance. Over the past 20 Premier League seasons, these four clubs have secured 13 league titles, a testament to both their consistency and the structural benefits of sustained corporate investment.
- Lioli FC lifted the trophy six times (2009, 2013, 2015, 2016, 2024, 2025)
- Matlama FC triumphed three times (2010, 2019, 2021)
- LCS FC claimed four championships (2007, 2008, 2011, 2012)
“This is not just about today. It is about creating a legacy. Let us make sure every young Mosotho sees football not only as a dream but as a real opportunity for employment and growth,” Mabaleha urged.
The sponsorship covers a wide range of operational needs, including team administration, player salaries, and kits. Its value could rise further should clubs capitalise on commercial ventures like merchandising and marketing.
Mabaleha stressed that the initiative’s success is not measured solely in trophies. She noted that the four clubs continue to provide the backbone of the national team, Likuena, contributing to Lesotho’s growing stature in regional tournaments such as the COSAFA Cup.
“We want people to stop seeing football as just a game, but as a career path. What we want is to win, and it should be highlighted that these clubs are the backbone of our national team,” she said.
Lioli’s President Lebohang Thotanyane, speaking on behalf of the sponsored clubs, hailed the long-term partnership and its impact.
“Lioli is proud to be the 2025 Premier League champion. Of the last 20 seasons, our teams have won the league 13 times. This is a clear reflection of Alliance’s impact.”
Premier League representative Thabiso Phethoka highlighted how the partnership has reshaped the footballing landscape.
“Through Alliance’s sponsorship, 140 players in the Premier League are employed. We applaud these four clubs for their discipline and commitment over the last 20 years.”
LeFA’s Competitions Manager Teboho Letseka also praised the shift toward professionalism.
“No team will be granted a license without proper governance. We are proud of the progress we have seen and applaud Alliance for its role in driving change.”
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