Scottland FC: A whole new ball game

Philemon Jambaya

Zim Now Editor

Once upon a time, Zimbabwean football was about Dynamos, Highlanders and Caps United. Not anymore.

An ambitious crop of “upstarts” has impetuously unravelled the old order and is unapologetically establishing a new status quo in which sentimentalism is taking a back seat.

Last year, Simba Bhora made a mockery of tradition and history when it came with its “Chinhu Chedu” tagline and indeed took the Premier Soccer League as its very own.

This year, the so-called Big 3 could find themselves pushed even lower down the pecking order with the promotion of Scottland FC, the Mabvuku-based side that is probably the most valuable franchise Zimbabwean football has ever seen.

Apart from splashing hitherto unheard of sums on player purchases and salaries, thanks to unmatchable sponsorship machinery, the foundation of Scottland’s bid to become Premiership champions is built – quite ironically – on passion.

Herein lies the irony.

The traditional Big 3 have for decades been driven by sentiment. They have made a mockery of institution-building, financial acumen and international best practice. If anything, they have survived, and indeed won titles, in spite of themselves. But such unsustainable approaches can only continue for so long.

Enter Scottland FC: a team built on sound business principles, astute marketing and long-term planning.

Sponsors are flocking to associate their brands with the newcomers and money is pouring in at a rate that has only served to engender envy in the sentimental hearts of the supporters of the fading giants.

But the irony is that despite its riches, Scottland, too, is driven by passion.

Club owner, Pedzisayi Scott Sakupwanya, explains the apparent irony.

In the Denny J podcast, Scott said, “When I reached Form 2, I was one of those guys who (always) played football. I really loved football. The time I was supposed to be in school, I was also needed at training. So I had to choose between the two… So I chose football.”

He continued: “As we were growing up, we used to have real passion for soccer. Now, we are trying to show that football is a career, just like you see in Europe. That is what we are doing at Scottland. The boys at Scottland are at work.”

For Scott, inasmuch as football is about putting in your heart and soul, it is also about business.

“I have seen that there are a lot of talented youngsters in this country, they are good in football. When I did my calculations I realised that I could easily be a millionaire through soccer. For your brand to be easily identifiable, you need to spend so that people know that for sure, these guys know what they are doing.”

To that end, he not only opened his own considerable wallet, but he also went on the hunt for partners.

“I had to find sponsors who would help our team grow. Secondly, I have to make sure that my players are well-remunerated, and to make sure that I have empowered them. If you look at many local footballers, they had given up. They were getting into drugs, because they didn’t believe in soccer anymore,” he said.

Club chairperson, Tonderayi Sakupwanya weighed in: “Scottland FC has come after many other clubs have come before, so we have the benefit of seeing what they did and what we must do. Besides that, if you look at Honourable Scott Sakupwanya, he has passion for the sport, he loves football. If you look at his history, what he has done in Mabvuku, he is someone who wants to uplift youngsters.

“Football had died in Zimbabwe. Then Scottland came and said football is business; the players are at work, let’s give them due rewards for their work. If you look at the salaries we are giving at Scottland, they are testament to our desire to succeed, and it’s not just about success for the club but also for the players as recognition for what they are bringing to Scottland.”

Indeed, Scottland has generated massive hype ahead of the start of the season and there is a palpable sensation that fans could once more flock to stadia, if only just to see how the new boys will fare.

That in itself speaks to serious marketing capacity, and it is such things that are luring sponsors.

The club counts among its partners corporate heavyweights like Sakunda, Innbucks, Booties Pharmacies, IMC and Better Brands, among several others. Collectively, these have extended US$5 million to Scottland.

In addition to traditional revenue generation approaches such as sale of merchandise, the club will also soon launch its own energy drink, Better Energy, while emphasis will continue to be placed on brand awareness through deliberate marketing campaigns that have already resulted in an enviable social media presence.

Innovation is also the name of the game.

For instance, the partnership with InnBucks will see registered club members benefiting from match-day promotions availed by the fast food behemoth.

Club members will also enjoy free transport to any match anywhere in Zimbabwe, as the Scottland is purchasing 11 Scania buses worth US$3 million for that purpose.

The business model is strong on asset ownership: the club is building its own stadium and hotel so as to cut expenditure that other clubs haemorrhage through rentals.

Scott reckons that with all this, coupled with the value of the stars on the roster, his club is now worth at least US$12 million.

And he’s not stopping there. Scott told Denny J that Zimbabweans will soon witness the unveiling of partnerships with “big teams from Europe”, which is why he is intent on establishing the footballing and accommodation infrastructure, as well as an academy for talent development.

“Now I am in soccer, you are saying I’m making waves: but this is just the beginning. I want to be an African champion: that’s my vision. This season, we have to win the league. And it’s not just about having the good players,” he said.