KUALA LUMPUR: An unprofessional attitude and a lack of marketing knowledge and expertise among local football associations and clubs are among the reasons why potential sponsors are both reluctant and hesitant to come forward and become sponsors for teams.
With return on investments being the main aspect that is always duly considered, many teams seem to not take a serious interest in marketing and enticing sponsors, instead placing attention on signing players.
What worries potential sponsors is the lack of commercial expertise among teams especially in forging good working relationships between clubs or associations, with the fans.
"Many teams sadly do not give enough emphasis on commercial value and importance, instead they focus on which players they can sign up. In terms of good relationships with the fans, many local teams are still far behind.
"Actually each and every team must have people in place to manage, explore and utilise the commercial and marketing aspects.
"If there are people or a team managing commerical and marketing aspects for a team, then indirectly it will most definitely benefit both sides, the team and the sponsors,” said a sponsor’s representative who wished to remain anonymous and represents an establishment that actively sponsors a team competing in the Malaysia League (M-League).
In an earlier report, two former national players, Kamaruddin Abdullah and Khalid Ali, both implored local teams to be smarter in generating their own funds if they want to spend big.
Before this, the Perlis FA (PFA) had confirmed that four potential main sponsors had withdrawn their interests in sponsoring the Northern Lions squad following claims of salary arrears issue plaguing the state association.
"Many potential sponsors including us always look closely at what we stand to gain from engaging in a sponsorship deal.
"The fact of the matter is that here in Malaysia, there are teams for example who message us asking for sponsorship without even coming up with a proper presentation or working papers.
"Is such an approach and manner professional conduct in the first place? But we have been fortunate because the team that we sponsor have been very good in terms of working together with us, and we can also engage their players for promotional activities and purposes,” said the sponsor’s representative.