PSL sponsorship controversies: Are Kaizer Chiefs and Orlando Pirates above the rules?

THE DISCERNING Premier Soccer league (PSL) fan would no doubt have been struck by what appears to be double standards when it comes to how the rules seem to apply differently where the country’s two biggest clubs are concerned.

Whereas clubs such as Cape Town City and the now defunct Moroka Swallows were restricted from securing sponsorship that was seen to be in competition with the PSL’s existing sponsors, Kaizer Chiefs and Orlando Pirates seem to be immune.

Just recently Pirates got into a partnership with Amstel Lager despite the PSL having a competition sponsored by Carling Black Label. On Tuesday Chiefs announced their partnership with Black Label who previously partnered the two clubs via a pre-season tournament and were also the Buccaneers’ sleeve sponsor as well as Chiefs’ suppliers.

Speaking at the announcement of the sponsorship in Johannesburg, Chiefs' Marketing and Commercial Director Jessica Motaung moved to clarify that there was no conflict of interest in them signing up with Black Label.

“You go back to when Absa became a sponsor of the league and we had a sponsor in Standard Bank. I think the league has certain precedents that they look at to make sure that they are not in conflict with the way they’d like things to be done,” Motaung said.

"So Carling have been a sponsor of Chiefs and Pirates through the Carling Cup before, so hey a supplier to us. So it is not going against what’s being done in the past, it is actually respecting the fact that we’ve had these partners before and actually the league has benefited very nicely through the Carling Knockout.”

She reasoned that no sponsorship would go ahead without getting a rubber stamp from the professional game’s custodians, the PSL.

“They’ve looked at it. The league would never do or approve anything without checking that it is within their rules and regulations. All sponsorships require input and approval from the league and we shared that with them and they obviously signed off on it.”

It was not immediately evident if Carling would continue sponsoring the country’s league Cup, the Carling Knockout. Should they do, there is bound to be some murmurings should Amakhosi win it or there be some controversial refereeing decisions seen to be in their favour.

That, though, is the least of Motaung’s worries: “I think we have to be able to separate the two, I mean it is the players on the field who are doing the work at the end of the day. And we must take it from that perspective. But certainly we want to win all the trophies that are on offer and if one of those is our sponsor’s trophy we will certainly even go harder.”

Motaung explained that Carling are now the official beer sponsor to the club and they will also make a financial input.

“But, moreso, it is about the fans, the fan and stadium experience. Carling does a great work around responsible drinking and their CSI, they care about their communities and we have aligned values on which we will be working closely together as partners. It is not just about a commercial relationship.”