BY THEMBA ZWANE
KALANGA – The Eswatini Football Association (EFA) has strengthened its commitment to developing sustainable and professionally managed football structures through a Marketing and Communications Workshop for Lubombo Regional Super League clubs’ Competitions Committee Members.
Held on Sunday, August 23, 2026 at the KaLanga Technical Centre, the workshop formed part of the EFA’s nationwide capacity-building programme aimed at equipping football administrators and club officials with practical skills to enhance the commercial and communication potential of their clubs.
The initiative seeks to empower clubs to move beyond competition on the field and develop into stronger football institutions capable of building recognisable brands, attracting commercial investment, engaging supporters and establishing meaningful relationships with their communities.
Participants were taken through key areas of football marketing and communications, including football products, understanding supporters, branding, strategic communication, media relations, digital marketing and practical approaches to commercialising club activities.
The sessions emphasised the importance of understanding a club’s identity and audience while developing creative and sustainable ways of generating value from football activities.
Speaking during the workshop, Lubombo Regional Football Association (LRFA) Vice Chairman Thulani Malaza welcomed the EFA initiative and encouraged clubs to make practical use of the knowledge acquired.
“As LRFA, we are very happy when we see EFA visiting us with such an initiative at this right time,” Malaza said.
He stressed that marketing has become an essential component of modern football and urged participants to actively engage with the sessions and translate the lessons into practical initiatives within their respective clubs.
Malaza also acknowledged the attendance of the clubs and Competitions Committee Members, noting the value of exposing football administrators to practical knowledge that can strengthen the management and visibility of their organisations.
He further highlighted the importance of community engagement, encouraging clubs to build stronger relationships with their supporters and communities as part of their long-term development.
The LRFA Vice Chairman also indicated that the region would monitor the implementation of the knowledge gained during the workshop, with progress expected to be reported within two weeks.
The EFA’s continued delivery of regional marketing and communications workshops reflects its broader commitment to strengthening football administration at all levels. By equipping clubs with relevant skills in branding, communication, supporter engagement and commercialisation, the Association is laying the foundation for clubs to become more attractive to sponsors, partners, supporters and other stakeholders.
The Lubombo workshop is therefore another important step in the EFA’s drive to professionalise football structures and ensure that clubs are better positioned to maximise the opportunities presented by the growth of the game in Eswatini.
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