SA clubs need to get with the digital programme

ATTRACTING interest in local football going forward is going to be a challenge for South Africa. We are living in the digital age. Attendances at football games throughout the world have decreased. Some fans prefer to save money and watch from the comfort of their homes, rather than go to stadiums.

This is not necessarily a bad thing. For one, a lower amount of people at stadiums reduces the carbon footprint generated at sporting events. Instead of trying aimlessly to find ways to bring back crowds and relive the “good old days”, clubs need to get innovative in terms of how they brand themselves online and through other means.

While attendances in Europe’s top five leagues have reduced, the drop has been more noticeable in developing leagues such as SA. Even Swallows FC, one of SA’s oldest professional football clubs, had a low attendance for their

3-2 win over Cape Town City at Dobsonville Stadium earlier this week.

Moreover, clubs from Europe’s top five leagues have been more innovative in terms of reaching out to fans through other ways. Most have official apps which can keep fans up to date with the latest news and highlights packages. The same cannot be said for SA, with many clubs having a poor social media presence.

If the issue of South African football’s visibility to the public is not addressed soon, SA football risks dying a painful death. A big problem contributing to lower levels of interest is the expenses involved to watch games on television or online. With rising costs of living and high inequality, most South Africans quite frankly struggle to afford the costs associated with paid TV broadcasts. The coverage of SA football on free-to-air TV is also very limited when compared to how it used to be two decades ago.

The issue has reached such an extent that it is now often easier for the average South African to keep up to date with the English Premier League than the local Premiership. Even if one cannot afford to stream or watch English Premier League games, it is quite easy to keep up to date with one’s favourite team by watching highlight packages online or visiting their club’s website.

The same cannot be said for SA football, with clubs often not updating their websites for lengthy periods of time.

It is imperative that the forces that be in SA football prioritise ways to increase interest in the game, or clubs outside the big three (Mamelodi Sundowns, Orlando Pirates and Kaizer Chiefs) could risk extinction in the near future.

A quickfire way to try and improve the situation would be for the club with the most social media innovation to be given an award. This will not only increase outreach, but also allow clubs to learn about innovative ways to market themselves by being able to witness strategies that others use.