Express's resounding response to Villa and KCCA

There's a smell of freshness at Wankulukuku. A new coaching team, new players, and a new sponsorship contract.

The renewal of acquaintances with their stadium sponsor, Betway Uganda, who have announced a further shs 450 million package for another three years was not only well-timed but strategic as well.

Coming less than three weeks before the start of the new post-covid-19 season, it's the flicker of hope that the Express supporters needed to counter the bold moves from their two traditional rivals, SC Villa and KCCA.

It was Villa who set the tone for a challenge after launching a new ‘Villa Trust' members drive countrywide. Anyone who supports Villa and can afford Ug shs 50,000 can now become a member. It's a community club. Not to be outdone, KCCA, by way of MTN Uganda, got a new home stadium sponsorship for the next 10 years. The Lugogo based stadium will soon have a new look and design, fitting the two brands association.

My column last week provoked Express to show their worth and respond to the challenge from their two rivals to maintain the pre season buzz at this stage. Someone must have paid attention and activated the code immediately. At Hotel Africana on Monday, Betway were bullish in their resolve to give Express a further helping hand. Over and above the Ug shs 150 million per season cash, they will also cater to the club gym. For coaches and players, this was sweet music.

It's no use comparing the value in each of the commercial initiatives that have been unveiled at the three traditional rivals. Express perennial need has been cash availability and addressing that before the start of the new 2020-21 season as a minimum was always going to be big news. At the very least, it shows that the Express brand is still strong and Betway, who have associated with it for the last three years, have testified. That message is for other corporates who were not sure before whether the time was ripe to associate with Express considering the potential of this sleeping giant.

About two months ago, the major Startimes Uganda Premier League clubs launched a ‘Buy Uganda, Build Uganda' local jersey campaign which was a stop-gap measure to open channels of revenue generation for clubs in this dead year. I argued at the time that welcome as this initiative was, it would be short-sighted for the clubs not to pay attention to the real challenge threatening their long-term survival; the small number of supporters. Without these numbers, the commercial arm of the clubs which includes the sale of merchandise besides buying annual subscriptions and memberships would be as good as dead.

Aware that fans will still not be allowed in stadiums, the big clubs have responded with a show of resolve and creativity that is admirable. Express have now thrown the gauntlet to Villa, who, despite their community club innovation, is yet to formally announce a club sponsor. It must be remembered that a few months ago, Villa attempted the near-impossible when they sought permission from Express to co-share Wankulukuku as their home stadium for the coming season.

If the thought wasn't crazy, the decision to approach was audacious. How on earth did they ever think this one would work? It's now water under the bridge.

Express should start dreaming big, just like KCCA, Vipers, and Villa. It's no use participating in a league that you don't intend to win if you are a traditional giant. Results on the pitch must matter, not any less than the revenue-generating initiatives because one impacts the other. Express fans lost their thirst for chaos and instead replaced it with a new word, patience.

The reality in football is however, that big clubs don't survive on patience. They play to win. Express should be talked about in the same vein as KCCA, Villa, and Vipers. Let Betway's latest sponsorship by the renewal of the spirit that once made the Wankuluku club, mukwano gwa bangi