Johannesburg - Stanley Matthews believes African football has taken huge steps towards improving its global image recently.
The Premier Soccer League CEO attended the 2012 African Football
Executive Confex, urging delegates to continue forging lasting
partnerships with other footballing nations.
"We have to work on the image of our game in Africa. In the PSL,
we have developed different manuals like the club licensing programme,
the compliance manual, media manual, marketing manual and so on that
govern our game," Matthews said.
"Our relationship with the English Premier League, the Bundesliga
and recently the World League Association has helped our brand
immensely. We have learned so much from people who have been willing and
open to share with us.
"We have our chairman, Dr Irvin Khoza, who has recently been
appointed to the World League Association board and we are proud of
that. We as the PSL are very open to our African brothers - we believe
you can learn from us and we can also learn from you."
Matthews also stressed the importance of searching for new ways
in which to bring in investors, adding: "The revenue from our
broadcaster is about 50% of our revenue.
"I know that in some parts of the (African) continent, the
revenue can be about 90%. When you have a partner who is responsible for
so much of your revenue, you have to make sure that you look after