Ever wonder how much Chinese pay-TV operator StarTimes will pay in exchange for a 4-year naming rights deal with the stadium where the KCCA FC play home games?
If having your brand name associated with a winner is one of the advantages of buying the naming rights to a stadium, it is the best deal in Ugandan sports.
According to a breakdown of stadium naming rights deals by TheUgandan, StarTimes will cough up approximately Shs 3.2 billion for four years to keep its name on the front gate (and everywhere else) at the KCCA FC home stadium, making it not the only but most expensive naming deals in Ugandan semi-professional sports.
StarTimes which two years ago joined the reigning league champions as shirt sponsors today reviewed the deal shooting up from Shs235 million to Shs400 million per season for the next 4 years.
The Chinese operator shall take on the naming rights effective 1st July 2017 expiring on 30th June 2021.
In the first season of the sponsorship, Star Times shall pay KCCA FC a sum of Shs 800,000,000 into four equal proportions such that the first installment of Shs200 million shall be paid on or before 1st October 2017; the second on or before 1st January 2018; the third on or before 1st April, 2018 and the fourth installment on or before 1st July, 2018.
But will StarTimes truly receive a justified return on its investment? StarTimes has certainly established itself as one of the larger spenders on the scene.
StarTimes certainly sees value in attaching its name to a major market that includes Kampala and Buganda areas, as well as being able to associate itself with not only KCCA and Proline home games, but also international soccer friendlies, concerts and even charity football events. Additionally, StarTimes is ensured prominent brand awareness when the stadium hosts CECAFA (East Africa) and African games in the coming years.
Their Vice president Africa Aldrine Nsubuga expressed his delight in the partnership saying it has been worth it.
“The mileage we have gotten from KCCA FC is way too much and as StarTimes we can only take this further,” Mr Nsubuga revealed.
“We are proud of StarTimes for believing in us and giving us such money. I believe the team is headed to the right direction with such deals,” said KCCA Executive Director, Jennifer Musisi.
African football is becoming a large market that necessitates a big spend. In November 2015, they agreed a five-year sponsorship deal worth Ushs 1.3 billion with Uganda’s top tier league record champions, SC Villa.
Four months earlier, StarTimes Kenya had also penned a $3 million deal with Football Kenya Federation (FKF) that had the company become official media partner for the Kenyan national team, the Harambee Stars.
The pay-TV operator also owns the media rights of the Ghana Premier League, the Gala, the national Division One League, the MTN FA Cup, the Ghana Women’s League and the Ghana Juvenile League. This deal will be valid for the next 10 years.
Author: Tabu Peter or follow on Twitter @PetaTabu
