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The Zambian Premier League (ZPL) has officially announced the end of its K10 million sponsorship deal with Betway Zambia, which started in 2023. This decision follows the government’s recent suspension of support for the Football Association of Zambia (FAZ).
Christina Zulu, the ZPL’s Head of Communications, noted that Betway had played a crucial role in boosting Zambian football by funding coaching programs, club development, and initiatives to engage fans.
Zulu also confirmed in a statement released on Oct 22 that Betway decided to terminate the sponsorship due to financial pressures from the newly implemented excise duty on betting companies, which the operator unsuccessfully challenged in court. Betway has since suspended its operations in the country.
The statement read:
“The ZPL acknowledges Betway’s contribution and professionalism throughout the partnership and remains committed to securing new strategic partners to sustain the continued development of Zambian football.”
A search for new revenue streams
The league has also announced that it is actively seeking new revenue sources to maintain its momentum after the termination of its sponsorship deal with Betway.
League management is currently in talks with various potential sponsors and investors, both locally and internationally, to safeguard the progress made in recent seasons.
In addition to these discussions, the ZPL is exploring alternative revenue options. This includes focusing on broadcast rights, enhancing merchandise sales, and pursuing digital marketing collaborations.
A challenging time for Zambian football
The end of the Betway sponsorship comes at a difficult period for Zambian football. Earlier this year, the government halted its financial support to the Football Association of Zambia (FAZ) due to governance and performance issues.
This situation has forced the FAZ to depend mainly on FIFA grants and partnerships with the private sector to keep its operations running.
Football analysts have raised alarms about these recent changes and how they could hinder the progress made in player development and enhancing club capacities.
Sports analyst Chanda Mwape labeled the termination of the Betway partnership as “a major setback” for Zambian football, especially as the league began to gain recognition in the region.
“This partnership helped clubs stabilize financially and improved the visibility of the ZPL. Losing it now means the league has to quickly rethink its commercial strategy,” Mwape said.
“The new betting tax is clearly having ripple effects beyond the gambling industry; it’s affecting football directly.”
Green Buffaloes FC general secretary, Daniel Banda, also acknowledged the effects of the disappointing loss but used the opportunity to call on clubs to be more reliant.
“Many clubs have depended heavily on central sponsorship and donor support for years,” Banda explained.
“We need to start developing sustainable business models from ticket sales, merchandise, and community partnerships if we want to keep our teams competitive.”
Source: Find More Africa
