This past Friday, Botswana’s biggest football brand, Township Rollers, in partnership with Sogo, launched its own branded ice cream, Blue Magic. The launch marks Rollers’ new venture into the FMCG sector, a bold move towards the team’s sustainability. It is among many initiatives the team leadership have embarked on since taking over the reigns at the embattled Gaborone outfit.
Forsaken by financiers and with some of the touted sponsors who were unveiled at the beginning of the season nowhere to be found, Rollers found itself in dire straits. Bills mounted. Players’ salaries went unpaid. At one point, players even boycotted a scheduled match as they pressured the club to pay outstanding salaries.
In the midst of this, a mutiny ensued. The then Rollers executive committee jumped ship and an interim committee was ushered in. Just about two months after taking over, the interim committee suffered a setback as the then chairperson Nelson Onkabetse unexpectedly quit his role.
The leadership struggles coincided with struggles on the field of play. In their moment of despair, the interim committee co-opted Thapelo ‘Fish’ Pabalinga and Kaizer Sekaba as chairman and Public Relations Officer (PRO) respectively.
Amidst these difficult times, with no financiers in sight, Pabalinga and his committee knew they would have to adapt. As is sometimes said, they understood they have no luxury of waiting for the storms to pass. New strategies and initiatives were needed.
Among these is the adopt-a-player, an initiative which called on interested organisations, individuals and supporters to adopt a player and support their welfare. So far, through this initiative, some team branches have adopted players, thus reducing some of Rollers’ financial burden.
However, with self-sustainability as a priority, Rollers has moved to tap on to its massive following as a long-term solution. As the most followed sports team in the country, Rollers has robust presence in the social media space. The team’s Facebook page alone boasts of 472 000 followers, a testimony to its appeal.
To tap into this, Rollers recently called on companies and institutions to advertise on its Facebook page. The response has been as expected. ‘We are pleased to announce that corporates such as Stanbic Bank, Spar, Options and RedBull have already bought into the campaign – a very encouraging sign that Township Rollers is a marketable brand,’ Pabalinga told the media on Friday.
The invitation for other companies seeking ‘real, measurable visibility and increased sales’ is still open. It’s a win-win situation for all involved. Strong reach and engagement for advertisers and financial gain for Rollers.
Now is the team’s entry into the FMCG sector, another bold move to turn the team’s brand into actual financial gain. Here, Rollers is again tapping into its strong supporter base as well as the goodwill of ice cream lovers to drive its financial self-sustainability drive.
‘Blue Magic will be sold at all our games, and at retail outlets countrywide, some of which are already our partners explained previously … and rolled out to additional retail partners to ensure easy access for fans and the public. Township Rollers as a team will earn 35 percent of the gross sales of the ice cream,’ Pabalinga says.
And this may just be the start. The Rollers chairman hints that the team may venture more into the FMCG sector with new products. ‘Our vision is that one day when you go shopping, there will be a whole isle packed with Rollers’ products manufactured in partnership with various brands. Why can’t we for instance have a Rollers loaf of bread? When our supporters go to buy bread daily, they will do it fully aware that some of the proceeds will go towards the team. This is the vision that we would like to see.’
Interestingly, the launch of the Blue Magic ice cream coincides with the upturn of the team’s fortunes in the field of play. Under the guidance of Tor Thodesen, Rollers are currently on an eight-game winning streak. Though the surge in good results have come late in the campaign when the title was already out of contention, it sets a solid base for the team to build on in the coming season.
While Thodesen’s contract is short term and comes to an end at the end of the season, Pabalinga believes there is a huge possibility for renewal. Even better, the team is engaged in negotiations with potential sponsors and financiers. There is a huge belief within the team that something good will happen in the not-so-distant future in regards to this.
However, for the team’s followers, success means silverware. Flickers of promise are there that the team is experiencing a revival. But whether Rollers has now truly found its Blue Magic to success, only time will tell!