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FOOTBALL GOOD VEHICLE TO MARKET PRODUCTS

05/05/2019 08:02:00 BY LWAZI DLAMINI

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Sports Editor

BRAND is not a product, that’s for sure; it’s not one item. It’s an idea, it’s a theory, it’s a meaning, it’s how you carry yourself. It’s aspirational, it’s inspirational,”
Those immortal words by essayist Kevin Plank best sum up the feeling of EswatiniBank Managing Director Zakhele Lukhele about their continued involvement on their flagship Corporate Social Programme, the EswatiniBank Cup which reaches its 16th edition zenith this afternoon at the country’s soccer Mecca, Somhlolo National Stadium.

Lukhele verily believes the addition of both the Under-20 tournament and Women’s Cup not only illustrates the bank’s commitment to football development but it helps to evolve the idea and cement the main reason they decided to come aboard the football train.

“Football is a good vehicle to market our products and each year we try to promote a product through the tournament. The tournament has impacted positively on the bank’s brand image,” Lukhele told Yours Truly as we sat down to conduct the interview in his modest yet spacious office.

Calmness personified Lukhele believes this year’s tournament has been a tremendous success in spite of earlier fears that an all-security forces team final would see only a man and his dog attending it.
He says he is confident of a sell-out crowd today.

“As the day gets closer, people start to get excited and this year is not different from what I’ve seen so far. It’s also important that the final be a good draw card irrespective of which teams reach the finals. As a sponsor we support all teams equally and believe the best teams reached the finals,” he added confidently.

Sports Editor, Lwazi Dlamini sat down with the Managing Director, who waxed lyrically about how the tournament has helped the bank achieve its core mandate faster and cost-effectively and why the tournament must now sell itself. Enjoy your reading ...
TIMES: What’s your take on this year’s EswatiniBank Cup 2019 edition in all three categories – senior team tournament, Under-20 and Women’s Cup?

LUKHELE: It’s been a good tournament once again. The new additions in the Under-20 and Ladies Cup are adding a good dimension. Their addition is putting more competitive matches on the day.
TIMES: What positives would you take from the tournament since it started in 2004?

LUKHELE: The most positive thing is that our football is growing and some of our teams are doing well in CAF competitions. Being part of football development has also improved our marketing and engagement with our customers.
TIMES: How has the football sponsorship impacted on your organisation in terms of social and brand image?
LUKHELE: The EswatiniBank Cup has had a positive impact on the Bank’s corporate image as well as positioning it as a socially responsible corporate citizen.

When the EswatiniBank Cup was incepted, the purpose was to create a new and positive image of the Bank and also contribute towards the development of local football. At that time the Bank was not performing well and had a poor public image. The only vehicle at that time to help catalyse the process of creating a new and positive image was football because of the huge following it commands. As the EswatiniBank Cup gained momentum, we also saw an increase in the number of customers as well as banking transactions. People started viewing the Bank in a positive way and began to associate themselves with it by banking with us. Ever since, EswatiniBank has never looked back. Therefore, I would safely say that the EswatiniBank Cup has impacted very positively on the bank.

TIMES: For you, what is your highlight in the tournament this year?
LUKHELE: The fact that we can decentralise part of the final stages of the tournament is adding a good dimension. This year we were able to play both semi-finals in Nhlangano and we hope in future we can take some of the final stages to other towns depending on the availability of suitable stadiums.

TIMES: His Majesty King Mswati III has honoured the tournament Cup finals with his attendance over the years. Can you express any gratitude towards him and government’s political will in supporting the tournament?
LUKHELE: We are very grateful and will always be indebted to His Majesty and his government for the support they have given the tournament over the years. You will recall that the first ever tournament final to be graced by His Majesty was the EswatiniBank Cup and whenever he cannot attend, he sends a representative. We say: Bayethe…Wena Waphakathi!

TIMES: Has partnering with football helped your organisation achieve its core mandate faster and cost-effectively?
LUKHELE: The EswatiniBank Cup has had huge and positive spin offs for the bank. We are a bank that seeks to bank the masses and football is a cost effective means of reaching those masses.
TIMES: What would you like to see change to make the tournament even better?

LUKHELE: Yes thought it is difficult at the moment to say what specific changes. But definitely some other ideas will come along. We’ve seen this over the years as we have added the youth and ladies soccer tournaments. The effect has been excellent, and who knows, in future these might grow into stand alone tournaments in their own right, and with their own masses of support.
TIMES: You have introduced some marketing initiatives to promote your products as a bank, how are you planning to take this type of marketing forward?

LUKHELE: You can expect even much bigger and better marketing drives going forward. This year we had the Prepaid Promotion where supporters who purchase, load and transact with the card stand a chance to win a total of up to E1, 000 per fortnight.
The winners were announced and awarded their cash prizes after every fortnight.

In addition, if you purchase, load and use the prepaid card you give your favourite football club a chance to win E20, 000 cash at the end of the competition. The winning team will be announced and awarded at the official prize presentation.
TIMES: In your view, what makes the EswatiniBank Cup different from the rest?

LUKHELE: Over the years, the EswatiniBank Cup has created its own niche in the local football calendar. The winning team qualifies for the CAF Confederations Cup. Also, the participating teams get to share gate-takings equally after each match.
TIMES: You have increased the incentive package for the team that goes to CAF Confederation Cup to E100 000, is this going to be the trend now or was it a once-off gesture?
LUKHELE: The incentive package is E50 000 cash. The bank can add other incentives depending on the availability of funds such as a new soccer kit and other items and can reach the value of E100 000 sometimes. The incentive of E50 000 remains a contractual part of the sponsorship package but the other incentives are discretionary from year to year.

TIMES: Given the criticism and lack of interest in the security forces all-team final, what’s your view?
LUKHELE: I wouldn’t say there’s lack of interest from the number of people asking for tickets. As the day gets closer, people start to get excited and this year is not different from what I’ve seen so far. It’s also important that the final be a good draw card irrespective of which teams reach the finals. As a sponsor we support all teams equally and believe the best teams of the day are those that have reached the finals.
TIMES: Your parting shot to the nation ahead of the 2019 Cup final?
LUKHELE: May the best teams win and all supporters enjoy themselves on Sunday.
TIMES: Thanks for your time Mhlantiwendlunkhulu
LUKHELE: It’s been my pleasure, Lwazi.