However, not surprisingly, there are many who see 2010 as nothing more, or nothing less, than an opportunity to make some serious money. One of the major hotspots is the brand Bafana, our national soccer side, and getting a piece of the financial action. Bafana Bafana is of course the nickname of the national team, meaning “The Boys,” dating back to 1992 when SAFA was formally readmitted by FIFA to international football. The “action” estimated at potentially around R1 billion by 2010 has, according to the City Press, “triggered a frantic jostling for power.” We read that:
It is owned by the South African Football Association (SAFA)—it would be interesting to see what other trademarks are registered.
Bafana Bafana as a brand is worth R200m (2004)—I wonder how they got to that? While it is common knowledge in sport that the commercial rights to a brand licensing etc. are huge money generators i.e. Umbro licenses its brand out to 90 countries, so generating around 60 percent of the brand's wholesale equivalent sales. At SAFA, it was only in April this year they “came up with the idea of setting up a commercial wing”—my, my!
The Premier Soccer League (PSL), seeing the potential money on the table, and realizing they will not benefit are now getting upset that they are not part of the “milking cow.” No surprise there!
We read the Bafana brand has been “undervalued for too long”—on what basis I wonder? The poor performances by Bafana; the lack of a serious coach, the need for a spirit of pride was summed up by a recent newspaper headline: “Honour of wearing national colours lost on Bafana's brats.”
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