Media and football in Swaziland

By Ntokozo Nkambule

The media and football cannot be separated, they go hand in hand. For people to know about what is happening in the world of football or how their favourite teams are performing they rely on traditional media or even social sites which is the trend nowadays.

In order for companies to advertise on a television station or radio station these stations have to have a large following. 

They will advertise where they know most people are watching, listening or even reading which are newspapers are in this case. Soccer in its very nature is a vibrant sport but nonetheless a lot of people like it. All over the world there are large followings of soccer and companies usually cash in on that as they know that if they advertise during a game watched by hundreds of people they will reap the rewards in the form of advertising revenue.

Football in Swaziland is currently covered by the mainstream media in Swaziland which encompasses Swaziland Television Authority (STVA), Swaziland Broadcasting and Information Services (SBIS) and the print media. A lot of people generally do not watch Swazi TV and particularly football on weekends on the television station. A majority of Swazis that love football actually watch football from abroad. This leads to a lack of adverts from companies because they are aware that few people are watching the television station.

In countries such as South Africa companies are fighting each other to sponsor soccer television shows because they are aware that they will make a lot of money from such ventures. This is however, not the case in Swaziland because companies would have to be begged to sponsor a soccer show. This impacts negatively on our football as there is little exposure for our local football. When more money is pumped in for football as companies will sponsor soccer teams and ensure that their brand is on the logo of the soccer jerseys, football in Swaziland would immensely benefit. Companies want their names out there and they have to be seen and football offers that because of its popularity.

A soccer event has a positive effect on sales because you can sell millions of the match balls. Fans usually buy the jersey of a team. Companies have increased exposure and will help deeper brand recognition and  improve shopper loyalty, thereby boosting profits in the long term. Competition for these events is intensifying as exposure in increases worldwide and companies are now falling over themselves.

In Swaziland most adverts during soccer games are on the radio which once again focuses on a particular audience and this audience is unlikely to benefit football. Standard Bank for instance does not advertise on radio during Swazi soccer games because they are aware that their audience is not listening to SBIS on a Saturday afternoon.

 It is imperative that the advertising industry improves in Swaziland. The advertising industry in Swaziland is dead; adverts on electronic media aren't interesting or persuasive enough, if anything they are more like announcements. One thing must be noted crucially is that football in Swaziland needs the media more than the media needs the football. The quality of football in Swaziland should improve so that people start watching it and when that happens companies are likely to start advertising on Swazi TV.

 The question still remains when will advertising and football come together in Swaziland?