??Sports Marketing: The Olympian??Lesson for Zambian Brands

Dear Zambian Brands,

Now that the Paris Olympics hype dust has died down, let's gather here and talk……..

The just-ended Paris Olympics gave Zambia a historical win. Muzala Samukonga, won bronze?? in the 400 track and field following Zambia's first medal- Lotti Mwale's gold ?? in the men's lightweight division in 1996. You'll understand why this wasn't just an Olympic medal that came after 28 years.

This gave Zambia 2 Olympic medals in its 60 years of existence. Talk of anniversary gifts?? coming in early??….

For an African country where athletics are treated as leisure rather than a worthy career, this is no small feat.

Furthermore, this win put Zambia back into the spotlight as a contender to watch out for in the 400m track since Samuel Matete last sprinted for gold at the 1994 Commonwealth Games.

But this isn't an article about our sports history…..

As Samukonga rose up the ranks- wining race after race at the Paris Olympics, there came sporadic “pledges” from Zambian brands to “further motivate” him for the ultimate win at the podium.

From $10,000 to unreleased iPhone 16s, Zambian brands promised it all to Samukonga.

They even went further with motivational conditions- if only if he won a medal…..

The jokes tell themselves, right???

Now before I delve into lessons we can derive from this phenomenon, I want to make it clear that all these pledges deserve applause. With the economy tighter than a workman's button, these brands did go out of their way with such pledges. We must of course decorate our outstanding athletes, yes??

Except Zambian brands missed it entirely???.

They traded (continuously do so) a golden sports marketing opportunity for half-time applause????.

Rule 1??: Sports marketing isn't CSR or goodwill.

Donating jerseys to a local football club is CSR. Paving a track field is CSR. Even giving money to athletes is CSR.

Sports marketing focuses more on leveraging brands through sport. Just dashing resources here and there won't cut it because sports marketing is real business that could give ROI.

Ask Samsung and Fenty.

Better yet, ask Rwanda's Tourism Agency.

Sports marketing is NOT clout either. Pomp and joining the bandwagon of social trends won't get you any where near ROI.

Zambian brands need to start such sports events as business opportunities than goodwill gestures. Here's a few ways I think Zambian brands can also win ?? gold from sports marketing.

??Align Sport to Brand

This isn't just a matter of picking whatever sport is trending and slapping on a hefty budget allotment to it. It entails aligning your brand values to a sport or athlete. An alcohol brand would rather align as the beverage to bring fans together during a game than have prohibited for athletes pre and during sport time.

??Sports as a Budget Allotment

Now that you know well to align sport to your brand, cost it as you would treat any marketing endeavour on your yearly budget. Not only does this rid you of sporadic costs but also keep you in the loop with yearly events in that sport that could most achieve your given KPIs.

??Think Outside The Box

Instead of just logos on an athlete's gear, local clothing brands can design specific hats for a golfer to wear in an open championships that they can also market as part of everyday wear. Yes, it may be a big budget but it yields future sales and longevity of the partnership. Ask Nike's about the millions in yearly Jordan sales. From brand ambassadorships to sponsoring press briefing, there's a lot to do….be creative with ROI in mind.

??Be Authentic

Be genuinely part of the sport's or athlete's development. Zambia has brilliant fencers, judokas name the sport- there's a Zambian athlete who could use a brand partnership to thrive. Not only because they're at the Olympics. The more genuine the partnership, the bigger your brand's promotion.

Zambian brands are yet to tap into the gold mine that is sport. Pledges and high resolution social media posts are nice- just not enough to grow Zambia sport or make money from it.

Until Zambian marketing sees sport for the cash cow it is, we will continue to see the Muzala’s of our time win while wearing customised Adidas gear at big track events.

Because if Adidas can see and invest in his brand, why not????♀??