Civo Stadium has e m b a r k e d o n a commercialisation drive, which has already started bearing fruit. The stadium has signed marketing deals with three institutions Itel, Malawi College of Accountancy and Super League sponsors TNM for advertising space at the Lilongwe based facility.
For years, the stadium has not been maximising its revenue generation potential as it solely relied on the 25 percent cut it earns from matches.
The advertising boards that could be seen around were old and its owners were not even paying for them.
Civo Stadium manager Jameson Kadoda said the move is aimed at raising supplementary funds for Civil Sporting Club and Civonets netball team.
The two teams are funded by government, but sometimes fall short on funding.
“We cannot be relying on government all the time. We have this facility and we need to use it to raise additional funds,” he said.
The stadium manager said they will continue to hunt for more advertisers. Added to the advertising, Kadoda, who could not be drawn to reveal how much revenue they have collected so far, also said they have introduced a fee for fitness.
“We charge each person a monthly fee of K7 000. The response we are getting from this initiative is really pleasing because people have generally understood the purpose of the fundraising,” he said.
Itel marketing manager Misheck Chitheka said they have entered into a one-year deal with Civo Stadium because they view sports as an effective tool for advertising.
“In addition to that, we believe that by advertising, we are also playing a role in promoting sports in the country,” he said.