Seabata Mahao
The Lesotho Premier League has secured a timely M10 million sponsorship deal from Vodacom Lesotho (VCL) for the next three years.
The agreement, announced yesterday, has ended weeks of uncertainty surrounding the 2024/2025 season, which was already in its fifth round of games.
This new improved sponsorship contract between VCL and the Premier League Management Committee (PLMC) will allocate M3.2 million in the first year, M3.3 million in the second, and M3.5 million in the third, marking a substantial increase from the previous three-year, M8.5 million partnership.
The signing ceremony was attended by representatives from the Ministry of Sports, the Lesotho Sports and Recreation Committee (LSRC), the Lesotho Football Association (LeFA), and VCL’s top management.
At the ceremony, VCL Chief Executive Officer Mohale Ralebitso highlighted the company’s dedication to supporting soccer in Lesotho.
“Supporting soccer is really important to us. This sponsorship will not only nurture developing talent but also empower young people to build successful careers and become positive role models. Furthermore, we hope to promote values of peace, joy, and healthy competition,”
He further noted that VCL aims for a strong return on investment through this partnership and expressed gratitude to VCL’s customers, whose loyalty made this sponsorship possible.
“We expect this strategic partnership to deliver a strong return on investment, creating a mutually beneficial relationship for our company and the football community. We are grateful to our loyal customers, whose ongoing support makes this sponsorship possible,” Ralebitso added.
On his part, Hlompho Maitin the chairperson of PLMC welcomed the renewed partnership, underscoring its importance for the league’s operations.
“This sponsorship is essential for the efficient functioning of the league, which requires significant financial resources. We encourage all football community stakeholders to collaborate in supporting the sport’s growth,” Maitin said.
Sports Minister Motlatsi Maqelepo also applauded VCL for its commitment to sports and the nation’s development, emphasizing the importance of prioritising sports in Lesotho’s growth.
“I urge for a unified investment approach in sports from both government and the private sector to enhance the nation’s image and stimulate economic growth,” Maqelepo remarked.
As part of the agreement, VCL has been granted exclusive broadcasting rights for all VPL matches, requiring interested parties to purchase broadcasting rights from VCL. Additionally, under the contract terms, VCL has the right to approve or reject any sponsorship agreements that individual VPL clubs may seek from other companies, aiming to avoid market conflicts.
This provision, however, has sparked debate among football enthusiasts, with some calling it an ‘unprecedented’ level of control in football sponsorships, raising concerns about potential interference in club administration.
Despite these concerns, the sponsorship includes broad visibility for VCL across all matches, comprehensive advertising rights across multiple platforms, ticket sales managed via M-Pesa, and adherence to anti-bribery and anti-corruption regulations.
The sponsorship promises to boost visibility and competitiveness within Lesotho’s premier league, fostering a foundation for sports excellence and community development as VCL continues its support for local football.
