Frank Mojah Dzuwa
“Football sponsors must be treated with respect” was the message from TNM Marketing Director Sobhuza Ngwenya during the Wa Ganyu Exclusive programme on Tuesday evening.
The comments followed the failure of Telecommunications Network Malawi (TNM) and the Super League of Malawi (Sulom) to agree on a new sponsorship deal, ending a partnership that lasted 18 years.
Ngwenya said football administrators should treat sponsors professionally and avoid intimidating them or downplaying their contributions.
“Football administrators, if they are listening, sponsors must be treated with respect. They should not be intimidated or handled as if they have no value because sponsors make significant sacrifices to support the game. Sponsorship matters should be discussed in rooms, not in newspapers,” he said.
He also said sponsorship discussions take time because companies must review proposals internally. Public discussions, especially on social media, can affect relationships and sponsor brands.
“Any sponsor, who brings money into football, whether it is one kwacha, should be respected. That one kwacha is not free; it has been worked for. Respecting sponsors prepares the future of football sponsorship, and we do not want another drought in the game,” he added.
Ngwenya disclosed that TNM is reviewing its future involvement in football sponsorship after the breakdown of talks with SULOM. TNM supported Malawi’s top-flight league from 2006 to 2025.
