BPL takes away jam from BFA�s doughnut

The BPL’s value has remained unknown and its officials have always had the arduous task of ‘stabbing in the dark hoping to hit the target’ when they negotiate sponsorship. But that swiftly changed on a thunder-filled Wednesday afternoon when the BPL announced it had engaged a global sports marketing research firm, Repucom to value its product. At the end of the 2013-2014 season, the Premier League was valued at P15 million, which included tangible and intangible benefits to the sponsor. The reputable Repucom, with some of the biggest clients in South Africa, who include Kaizer Chiefs, is already hard at work analysing the current season.

Be MOBILE sponsors the Premier League for P10 million, which the BPL would feel is undervalued given the latest findings. During the close season, the BPL and be MOBILE were engaged in often stuttering talks over a new deal. Be MOBILE needed justification for an increase from the P8 million per season in the previous deal, and BPL had nothing, but empty hands to prove their demand for the upward adjustment.