WHILE the Guyana Football Federation (GFF)/2013 Premium Beer Premier League has not reached the halfway stage as yet, the competition to date has achieved two pluses. On a weekly basis, all 16 participating teams play one match each. In addition to securing sponsorship compliments of beverage giants, Banks DIH Limited, unlike the previous administrations that failed in this endeavour. However, what remains extremely disappointing is the lack of extensive publicity, in both the electronic and print media, highlighting the competition as a marketable product. Wherein the action photos, and most importantly mentioning the sponsor’s name or the relevant brand i.e. GFF/Premium Beer National League, is mentioned continuously. On a disappointing note of the four Sunday newspapers publication of 24.11.13 only the Stabroek News had an article of the premierlLeague, including the points standings. But in Guyana’s largest selling daily and New York’s most popular weekly – Kaieteur News, not one iota of information pertaining to the nation’s supposedly highest level of club football’s was evident.

Rather, the publication of an article by Rawle Welch captioned: “Matthias not being intimidated by those with hidden agendas – Intends to forge ahead with development plans”. Editor, doesn’t the extensive coverage of the premier league, moreover on Sundays, when more newspapers are sold, than any other day constitutes to proper Marketing?
Also it must be taken into serious consideration that the sport of football, the world’s most popular; emotional, passionate and the largest viewership globally is bigger than the “inflated egos” of a few officials. Inflated, in the sense that the relevant article pertaining to Matthias, President of GFF accompanied by a passport-sized photograph that is to be continued takes precedence over a sponsored competition! What of the sponsor, players, officials and the paying public, aren’t they privy to read something interesting about the competition? Wouldn’t it have been prudent for the article to appear another day when matches in the competition are not being played?

Isn’t there anyone from within the Executive or General Council, which is bold enough to say “with all due respect Mr. President, the article on the given day doesn’t make sense”!

Meanwhile the increase by six teams, from 10-16 automatically means a substantial increase in expenditure: i.e. ground rental, transportation, referees’ fees, ground preparation, security, gate management, medical personnel, electricity costs (floodlights), ball boys, refreshments, percentage of gate receipts and possibly meals. While I have omitted advertising with inclusion in the budget, it would still add up as a cost. In this aspect does the income on a weekly basis by way of ticket sales remain adequate to cover the expenditure, for a break-even or profitable situation? And what of the sale of Premium Beer also on a weekly basis at the various venues, is it profitable? When taking into consideration that an additional expense has to be incurred for ice, cups and barmen! I shudder to accept that the agreement for sponsorship entails the sale of 115 cases of Premium Beer on a weekly basis, at the various venues, as I was reliably informed.
From a mathematical perspective, this would transcend into 2,760 bottles. With a selling price of approximately $300 each, total sales would be $828,000 weekly. For the duration of the competition (15 weeks) sales would be $12,420,000. If profitability entails $80.00 per bottle then the GFF stands to gain $3,312,000. But for the public’s information, on a weekly basis are there 2,760 persons in totality attending matches at the various venues, who consume at least one Premium Beer each! Further, with all the compulsory expenses listed, is a break even or a profit being obtained weekly, from the sale of Premium beers?

But like the national league under previous administrations, the points standings are a clear indication that the quality of football leaves much to be desired. Since of the 16 participating teams, 8 have a positive goal difference; seven with a negative one and one standing at 0! Is this ominous sign conducive to attracting additional, paying spectators and how many other expenses including prize monies is inclusive in the sponsorship?

LESTER SEALEY