Mbabane – The Premier League of Eswatini (PLE) has handed its new Marketing Manager, Nqobile Fiona Simelane, the crucial task of strengthening the league’s commercial base and securing partnerships for competitions that depend on sponsorship.
Simelane was unveiled on Wednesday at Sigwaca House, with PLE Chairman Polycarp Dlamini making it clear that marketing would be central to the organisation’s efforts to improve its financial sustainability.
Her appointment comes at a critical time for the PLE, which relies heavily on commercial partnerships to stage and grow its competitions.
Dlamini said Simelane’s responsibilities would go beyond maintaining relationships with existing sponsors, as she would also be expected to identify and bring on board new partners for PLE competitions.
These include the MulaSport National First Division, the 8Bet Trade Fair Cup and the Charity Cup.
“The marketing department is central to the financial sustainability of the PLE,” Dlamini said, stressing the importance of sponsorship mobilisation and management.
The chairman said the new marketing manager would be expected to coordinate with existing sponsors while actively pursuing new commercial opportunities that could increase revenue for the league.
The appointment therefore places Simelane at the centre of the PLE’s efforts to make its football products more attractive to the corporate sector.
Dlamini said Simelane had experience in marketing, communications and social impact strategy, having worked with organizations including Nedbank Eswatini, Coca-Cola Eswatini and Eswatini Meat Wholesalers.
Her experience includes brand strategy, client service, social impact marketing, Corporate Social Investment and the management of multi-sector partnerships and brand activation initiatives.
During her association with Nedbank Eswatini, she was involved in initiatives such as the annual Nedbank Cookout Challenge, which promotes small businesses and supports local communities.
Dlamini said the experience would be important as the PLE seeks to strengthen its relationships with commercial partners while expanding its sponsorship base.
But Simelane will also be expected to ensure that the PLE’s commercial dealings are conducted in a manner that protects the organization’s reputation.
Dlamini said she would be responsible for protecting and promoting the PLE brand while maintaining integrity and transparency in dealings with sponsors.
Simelane takes over the marketing portfolio from Lindokuhle Mthupha, whose departure left the position vacant for about eight months.
Her appointment was announced in the presence of Dlamini and Bongani ‘Bhanyaza’ Mdluli, a sports administrator and legal practitioner who serves on the PLE Executive and Development Committees.
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