Windhoek - To know the real value of your brand is to be mindful of the differences between its worth, vis-à-vis what is being offered. This, according to Peter Mawere, the chief operations officer at Namscore Sports Consultancy.
The latter is a Namibia registered enterprise geared at influencing the Southern African Development Community (SADC)’s sports fraternity positively, from a sports business; marketing and sponsorship management standpoint, while promoting appropriate sports programme designs, deliveries and engineering, leading to overall excellence in sports in the region.
To this end, the multi-faceted sports enterprise is keen on improving the relationship between sport entities, their potential sponsors and the broader community.
It is with this understanding that the company is embarking on an initiative that will establish the value of the Namibian sports industry, in monetary terms.
Using existing statistics and new surveys, according to the proponents, the outcome of this project will not only unveil the market value of the sports industry in Namibia. It will also bring to the fore the importance of the sector to the socio-economic wellbeing of the country, by defining the industry’s entire value chain and other positive spinoffs that stem from the latter.
“Many are lamenting the size of the budget that government allocates to the sports sector, not knowing that it is imperative for the industry to feed the State with the necessary information, such as the contribution of sports tourism to treasury,” Mawere said in an exclusive interview.
He further revealed that knowing the value of the country’s sporting industry will unlock the marketing potential of the sector.
“It is a known fact that there are only a handful of corporate sponsors in Namibia that are willing to get on board and provide sponsorships. This is partly because while many sponsors do not know what to expect from the clubs, the clubs are equally not aware of what to ask for,” Mawere said.
This situation, he adds, is compounded by the fact that teams are not aware of their market value, while sponsors lack the knowledge on how to assess the outcome of their sponsorships.
“As such, we would like to sit with key decision makers in government and sports federations and to offer them our expertise, particularly in the area of sports programme design and delivery as well as the accreditation thereof, while identifying and leveraging the right opportunities for the sponsorship industry,” he maintained.
It has emerged that, today's global sports industry is worth between US$480 billion and US$620 billion, according to a recent A.T. Kearney study of sports teams, leagues and federations.
This includes infrastructure construction, sporting goods, licensed products and live sports events. A.T. Kearney is an American global management consulting firm that focuses on strategic and operational CEO-agenda issues facing businesses, governments and institutions around the globe.
Other online sources have it that, in 2017, the North American sports market had a value of about US$69.14 billion and this figure is expected to rise to about US$80.3 billion by 2022. Again, the market is composed of the segments ‑ gate revenues, media rights, sponsorships and merchandising, a report which was released in November 2018 reveals.
But what is Namscore
Namscore Sports Consultancy is headquartered and registered in Namibia as a close corporation. It provides expert advice on corporate team building events, athletic management, sports coaching and physical education, sports nutrition, sports marketing and sponsorships, sports law and arbitration, sports medicine as well as security and crowd management and sport leadership.
Founded in 2006 by seasoned sports management and governance practitioner, Ndeulipula Hamutumwa, the company has been involved in various projects, mostly beyond the borders of Namibia, via its Virtual International Centre of Excellence (V.I.C.E). The V.I.C.E is well represented in Africa, Europe, the Americas, Australia and Asia.
Notable engagements in Namibia include the company’s linked to the Namibia Netball Federation, Special Olympic International – Africa Region, Namibia Chess Federation, Namibia Basketball Federation, Namibia Fencing Federation and the Namibia Volleyball Federation.
Namscore is further planning to introduce a monthly Sports Marketing and Business Breakfast Roundtable, starting later this month.