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Marketing and Sponsorship

Delta Beverages Severs Ties With Zimbabwe's Premier Soccer League After 6 Years

Outgoing Zimbabwe Premier Soccer League sponsor Delta Beverages "has called for sanity in the administration of the game in order for the corporate world to gain confidence in the system," according to Sikhumbuzo Moyo of the CHRONICLE. Delta Beverages' six-year marriage with the "flagship league" in the country officially comes to an end this month. Odds "were high that they will renew that relationship but squabbles in the game" that have seen the suspension of PSL Chair Peter Dube seem to have "dampened those hopes." Delta Beverages marketing exec Maxen Karombo said that the organization "was extremely worried with the state of the affairs in the game." He said that the brand "was not prepared to make any promises in terms of sponsorship renewal," and added that until "sanity returned to the game, they were not prepared to renew the sponsorship." Karombo: "At the moment we don't have the PSL chairman making it difficult for us to engage in any negotiations for possible sponsorship renewal. We honestly don't know what will happen until there is total sanity in football. It is incumbent upon football authorities to put their house in order and everyone who is a stakeholder in football must demand sanity" (CHRONICLE, 12/5).

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