Absa Premiership

Struggling Chiefs still a cash cow

2016-12-13 11:44
Steve Komphela (Gallo Images)

Cape Town - Kaizer Chiefs remain financially strong as a brand, according to Nielsen Sports, a premier provider of analytics and insights within the sports industry.

Despite a lack of success under Steve Komphela in the past season and a half, the Glamour Boys are reportedly still a lucrative entity as a football club.

"The reality is that very little commercial value has been lost by Chiefs in the current season due to not meeting the performance expectations of their fans," Kevin Watt of Nielsen Sports told City Press.

"Ticket revenue in South African football is a very small percentage of income for a club like Chiefs. As they do not own their stadium, they are not losing out on goods, beverages and related revenue either.

"Their share of PSL broadcast revenue is fixed, so this is not affected. In respect of their sponsorship renewal with Vodacom, their relationship has endured over many good and bad seasons.

"I do not believe value will be affected by the current string of bad performances, especially as they have a joint business venture in Chiefs Mobile."

"From a Nike perspective, they may lose some licensing revenue if fewer replica jerseys are sold, but, overall, they are in the first season of a new long-term deal. So I do not see any major commercial drama for the club currently."

Amakhosi are currently one game away from setting a new record for a winless run in the club's history in the Premiership.

Read more on:    kaizer chiefs  |  psl  |  soccer
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