In the series building up to the FUFA Annual General Assembly due September at Soroti Hotel, the FUFA Communications department will be bringing you highlights on a weekly basis for (11 weeks) of FUFA’s achievements under the administration of President Eng.Moses Magogo and his entire Executive.
Today, we kick off with Marketing-a pivotal area for any institution.
This is the President’s take on FUFA’s marketing department and long walk to Football Money.
In my manifesto, I promised that FUFA will open up revenue streams to generate more resources for the development of the game. I am proud to report that we have made huge steps in this area although it is still work in progress. The strategy was through Brand Building and Revenue Generation
Before;
FUFA dependent on a standing committee of volunteers to look for sponsors. There was no clear KPI and targets for the committee. There was no ownership on the FUFA Trademarks. The revenue generated from sponsorship depended on what the sponsors wished to pay. FUFA had a cash value from Sponsorship of about 600m UGX annually. Only the Uganda Cranes attracted Sponsorship and Our Existing Sponsors did not have a clear point of contact inside FUFA.
Our intervention and Achievements;
- We created a fulltime marketing department with 3 professional staff. They have been trained by FIFA. They are responsible for Brand Building, and Revenue Generation. We have an able marketing committee that draws the policy and guidelines. We drew a strategy and we are just starting to reap.
- The FUFA Brand has been enhanced through brand visibility at Our Events, the Digital Media and the contemporary Print and Electronic Media. We rebranded and created a new identity through the new logo and changed the Uganda Cranes home and away shirt designs
- We extended the popularity of the Uganda Cranes Brand to the regions using the Namutima Programme where the Uganda Cranes played in Mbarara, Soroti, and Gulu. This Programme continues
- The annual corporate tournament in Njeru was about bringing the corporates to Njeru Technical centre while the FUFA 11 has been revamped. All these are aimed at brand building
- The acquisition of 102.1 FUFA fm has enhanced our various brands with adverts and live commentary from the events
- Appointing Opinion Leaders like Bebe Cool as Uganda Cranes Ambassador has endeared the Uganda Cranes brand to new markets
- We have also curved out brand identity for other 11 FUFA brands although the Uganda Cranes remain the flagship brand. We have drawn brand guidelines.
- FUFA now legally owns its trademarks in accordance with the laws of the Republic of Uganda
- We have come out through our vibrant communications department to protect the image of FUFA by being proactive and clarifying where FUFA is presented wrongly
- We created a policy to give commission to all persons and companies that cause more revenue generation to FUFA. This has enhanced interest of many people who come to FUFA to provide business solutions
- We opened up the FUFA Merchandise Shop and Revenue from original replica jerseys has been registered for the very first time
Tangible Results;
The ultimate prize to all these efforts is generating more revenue. Currently FUFA is earning about 3.45 Billion UGX in Cash from our various Sponsors and Partners from 600m UGX. This is just the beginning as many deals are being negotiated by our marketing team
We can now say we are proudly Sponsored by;
- Airtel Uganda
- Azam Pay TV
- Nile Breweries
- BIDCO
- National Insurance Corporation
The Uganda Cranes brand is endeared to many Ugandans and HE President has come out also to finance the team
We still have a lot to do be able to generate enough resources to finance our 10-yearGrand Master Plan
Potential partners-Pepsi have supported women’s football.
It is Our Game, It is Our Country
