The be MOBILE Premier League has been valued at P15 million by a leading sports marketing research firm.
In its report, Repucom which has offices in South Africa, said that in 2013-2014 season, tangible benefits from the league to the title sponsor stood at P1.5 million.
The benefits from advertising to the sponsor was P1.275 million. Exposure from televised matches is estimated to have brought benefits worth P5.7 million, while the appearance of the sponsor’s name on merchandise including club kits was worth over P1 million.
The value for both tangible and intangible benefits was put at over P30 million for the 2013-2014 season.
The Botswana Premier League (BPL) chief executive officer, Bennett Mamelodi has said that though the tangible value of their product is estimated at P15 million, the figure is expected to go up.
“We expect the figure to have improved this season due to new innovations coming in. Going forward, we will be able to tell you the value of specific clubs.
This is all in an effort to commercialise the league against a backdrop of a credible document,” Mamelodi explained. Be MOBILE sponsors the Premier League for P30 million over three seasons, a partnership, which started in 2008.
Meanwhile, the Botswana Premier League (BPL) has unveiled a detailed strategy and an 11-point plan as its ambitious commercialisation project gains traction. The strategy was revealed at a press briefing yesterday at the Gaborone International Convention Centre (GICC). It envisages a complete upturn in match attendances as well as attracting new fans. BPL chief executive officer, Bennett Mamelodi said the intention is to, among others, attract women and children to matches. “We have come up with a solid line up of 11 ideas to improve our game,” he said. These include attracting women, children and minority groups to games. The BPL, through various interventions, will assist clubs to register fans and keep a database.
Mamelodi said it would make approaching sponsors much easier since clubs would be armed with statistics. The plan includes the aggressive sale of tickets as well as providing entertainment to fans during matches.
Fair Market Value
Tangible benefits and intangible benefits plus association rights/ specific deal terms equals P 30, 085, 649. Standard cost benefit ration (2: 1 for proximity, low media properties, high cost execution) divided by two
Fair market value equals P 15, 042, 824.