Advisory and fund management group, MafAfrique, have partnered with supporters of Kenya’s most successful and supported football club, Gor Mahia to establish GMAF direct, an independent trust vehicle that will eventually improve the club’s access to finance from a pool of its own supporters as well as corporate sponsors enhancing sustainability impact in the long term.
“Within two months of GMAF direct formation, we have managed to reach out to over 200 registered and paid up members from as far as USA and Italy. We want attract a responsible and accountable fan base of at least 25,000 registered members and in return we shall offer a tiered membership subscription model with benefits such as branded loyalty electronic cards, discounted match day ticketing, mobile information app, sensitization on buying legitimate merchandise amongst many others, all riding on mobile technology to enhance their experience and strengthen the financial resources of the football club’ said GMAF Direct Chairman, George Ambayo.
“From sustainability perspective, the model of having sports clubs fully funded and managed by politicians, government and public bail outs, corporates and wealthy individuals has spelled doom for successful football brands not just in Kenya but Africa as a whole.” said MafAfrique Cofounder and Chairman, Byron Mudhune. “Furthermore, look at sports employment as a share of total employment in Africa, a significant number of countries still has a disproportionately high share of informality. Supporters driven football clubs leveraging digital technologies and data mining can create a powerful commercial ecosystem and act as the vehicle for sustainable change, transforming football into a major formal industry that contribute to national growth and employment. Eventually more clubs transitioning to organized fan driven structures will create a ripple effect, the sort of impact we want to replicate with other similar clubs in Central and Southern Africa region.” He added.
Ambrose Rachier, Chairman of both Gor Mahia football club and the Kenya Premier League offered “we are thrilled with this tripartite collaboration, given our shared mission to transform this club into a model football club in Kenya and the African region and since technology is revolutionizing the way club partners and interact with their fans worldwide, this is just the first step towards that mission”.
Lack of investment in football as an economic activity, constrained funding sources, weak governance structures and lack of enabling environment for sports development over the years, have created a massive informal economy that revolves around popular football clubs in African countries. The initiative is expected to create formal structures and consolidate the club’s huge digital following, the 6th largest in East and Central Africa creating a vibrant business ecosystem where both the fans and the football club benefit.
