Vipers' project has surely taken off

First, it was Roofings. Then Hima Cement. Now, it's DFCU. Three reputable companies that have come out to associate with brand SC Vipers.

That all three came at a time when the Kitende club has not been winning titles is a  statement of confidence. A football club does not  need to win titles for it's brand to have value.

Thanks to Vipers' indefatigable owner Lawrence Mulindwa, Vipers have set themselves apart from privately owned clubs as the banner.

From acquisition of land, to building a multi billion home stadium, it does not take rocket science to understand that the club has a vision and a strategic plan. From the time they launched their stadium they have had a unique fans recruitment strategy of luring the St Mary's Kitende Secondary School alumni to take up interest in their adopted ‘home' football club.

As a modification of this strategy, they have persuaded current students of the school together with their parents to buy tickets for their home games so that every home game is assured of having at least 1000 young fans as  all donning the club replica jersey.

Notably, there's a growing middle class that is ardently following Vipers which is why corporates have picked interest in the club. The big matter of the village community which is slowly adopting Vipers as their local club cannot be under estimated. Indeed, for the enthusiasm and passion that Vipers fans and owner are showing, even a good section of the media has been sold.

In terms of positioning, Vipers have been brilliant. Without saying it, they are filling the void that  was left by Express FC when the Wankulukuku club lost it's way and identity for the Buganda kingdom faithful who grew up believing that the Red Eagles were the natural choice.

It may not be coincidental that just like Express, ‘red' is Vipers brand colour. You can add ‘white.' Mulindwa is a life long Express FC supporter who could have been inspired by the colour of his boyhood club but more significantly, it's how he has cleverly drawn the attention and endorsement of high ranking Buganda officials that for me stands out as a stroke of genius.

This subtle strategy has succeeded in winning over frustrated Express FC fans who have been sitting on the fence for many years and were soul searching. A quick independent  survey into the composition of Vipers fans will no doubt show that a good number are former Express supporters and others are caught between two lovers.

Today, Vipers has become a top football brand with established infrastructure and structure. Most important to the club though, is brand Mulindwa ,the celebrated proprietor of St Mary's Kitende; the academic and sports giant. He will always be remembered as the most flamboyant and dominant FUFA president of eight years whose benevolence, charm and charisma won him a lot of goodwill from the public.

As one of the most shrewd businessmen in the country, his wealth and influence extends beyond football to include church, politics, media and the corporate community. For investing a personal fortune almost his entire working life to developing football from the grassroots, corporate organizations have found justification to lend him a hand in building his dream Vipers project.

DFCU's unveiling of a new 300 million club sponsorship should therefore be seen in this context. While some voices will decry the tendency of sponsors to give money to clubs that have already attracted  sponsorship, it is evident that every sponsorship acquired increases the brand value of a football club.

Usually, corporates listen to each other. There must be a reason why Roofings and Hima Cement made a decision to invest in Vipers. That is all DFCU needed to see viability in the Vipers project. KCCA FC, who already have as many as four corporate sponsors have shown the importance of the strength of a club brand.  

Vipers have been watching and taking note. The rest of the clubs are increasingly being isolated by two clubs that are relentless in positioning themselves for the future. One man's dream has become an industry challenge.

Well done Mr Mulindwa.