EFA EMPOWERS SHISELWENI REGIONAL SUPER LEAGUE CLUBS WITH MARKETING AND COMMUNICATIONS SKILLS

The Eswatini Football Association (EFA) has continued to strengthen the commercial capacity of football clubs by successfully delivering a Marketing and Communications Workshop for Shiselweni Regional Super League clubs and Competition Committee members.

The workshop, held on Sunday, 2 August 2026 at the King Sobhuza II Stadium in Nhlangano, brought together 26 participants representing clubs and competition committees from the various football zones within the Shiselweni Region.

The initiative forms part of the EFA’s nationwide capacity-building programme aimed at equipping clubs with the knowledge and practical tools required to build sustainable football institutions, strengthen their brands, attract commercial investment, and deepen engagement with supporters.

Participants were taken through comprehensive sessions covering football products and services, understanding supporters and target audiences, branding and club identity, strategic communication, media relations, digital marketing, and practical approaches to commercialising football activities amoung other topics. The workshop also encouraged clubs to adopt professional communication practices that enhance their visibility and reputation within their respective communities.

Officially opening the workshop, Shiselweni Regional Football Association Chairperson, Nkosinathi Kunene, reminded participants that success in modern football extends far beyond the 90 minutes played on the field.

“Football today is a business that requires strong brands, professional administration and effective communication. Clubs must understand that their image is one of their greatest assets. Good branding and responsible behaviour both on and off the field are essential in attracting supporters and commercial partners,” he said.

Mr Kunene also urged clubs to utilize social media as a marketing platform, noting that digital communication has become one of the most effective tools for promoting clubs, engaging supporters and increasing the visibility of regional football. He further thanked the EFA for its continued investment in developing the administrative and commercial capacity of clubs across the country.

The workshop forms part of a series of regional Marketing and Communications Workshops being rolled out by the EFA to empower clubs with the skills required to compete both on and off the field. Through these initiatives, the Association seeks to cultivate commercially sustainable clubs that can generate new revenue streams, strengthen relationships with supporters and sponsors, and contribute to the long-term growth of football in Eswatini.

By investing in club development beyond technical performance, the EFA continues to reinforce its commitment to building a modern, professional and financially sustainable football ecosystem that benefits clubs, players, supporters and the wider football community.