THE NTARE LIONS LEAGUE GRAND FINALE: LESSONS FROM THE DEN

THE NTARE LIONS LEAGUE GRAND FINALE: LESSONS FROM THE DEN

29th August was one of those days when I had to make a choice. The day started so lazily that I first had to choose whether to go to work, call in sick, or perhaps kill my great grandfather—who passed away before I was born—for the second time in two years.

The second great choice I had to make was whether to go for the NLL finals or watch my favorite Ugandan team, KCCA FC, play for the first time in a jersey that I don’t quite agree with this season, against a team I had found incredibly organized at the FUFA Super 8 finals.

*Machando FC fans arrive ahead of the final.

Not so many things informed my decision, but by around 3:00pm, my Sienta found its way onto the not-so-dusty roads of Kasangati, heading for the NLL Grand Finale of Season 16, at their new home, aptly dubbed The Den, according to Google Maps.

In the heart of Kasangati, slightly after the famous place for goat roasting, Kumbuzi, lies a place called Seeta. It was here that the symbolism of fresh air seemed to take shape as the most profiled teams of the season faced off in a final represented by the now back-to-back champions, TY, and the hard-luck finalists, Machando Boys.
*Dignitaries in attendance at the final.

After a couple of hiccups with Google Maps, I arrived at around 3:20pm for a game anticipated at 4:00pm, following a series of friendlies that had been running since morning.

Everyone, like me, who didn’t have the chance to study at the prestigious school, was welcomed by the heartfelt excitement spread across different cohorts and the passion with which they sang their school anthem.
*A section of OBs proudly sing the school anthem.

The groups appeared to have been organized around tents, different kits, homecoming kits and regular kits, with the latter limited to two brands: Avarc and Komodo.
There seemed to be plenty of drinks too—ranging from those highly recommended by the President to those also restricted by the President.

As the sun began kissing the day goodbye, the great boys of TY did what they had done a year ago in the Tourism City: they took the shield home.
This time, it came through a shootout that saw a gentleman called Pedro take the mantle from Allan(Dziz), who had been the hero a year earlier.Beyond the result, however, there were several lessons worth picking from the NLL Grand Finale.

*State Minister for Sports, Hon. Peter Ogwang, represented the President, who is an Old Boy of the school.
WHAT OTHER ALUMNI LEAGUES CAN LEARN
The MC of the day, who seemed very comfortable with the league and its fraternity, appreciated the other leagues that had come to support the finale.

The key lesson here is simple: it is no longer business as usual.
Other alumni leagues can have strategic plans, but the bigger question is whether those plans can actually be implemented.

The late Omukama Oyo Nyimba of Tooro was the Chief Guest at last year’s Season 15 Finals held in Fort Portal.

What the NLL demonstrated is the importance of streamlined administration with accountability. To pull off an event of this magnitude, there must be working structures, people responsible for those structures, and accountability for the outcomes.
The final was not simply a football match. It was an experience that required coordination, planning, branding, partnerships and execution. That is something other alumni leagues can learn from.

*Hon Harriet Ntabazi, Minister of state for Lands kicks off the final.

WHAT THE UPL FRATERNITY CAN LEARN

From the branding of the kits, to the way they are launched, to the multitude of fans shouting their players’ names with vuvuzelas, there is something very deliberate about the NLL experience.

The real question is: what are the invisible hands that keep these gentlemen Sunday in, Sunday out?
What keeps them interested?
What makes them buy the kits?
What makes them follow the teams?

*Team captains participate in tree planting to commemorate the groundbreaking of the pitch.

And most importantly, what can the UPL fraternity do to tap into its own fan base and draw them to the stands for its games?
There is clearly an ecosystem here that goes beyond the 90 minutes on the pitch.

THE MACROECONOMICS OF THE FINALE

Anyone who attended the finale could visibly see the presence of MTN and a beer partner-Nile Special. That alone is an indicator of something bigger: business. There is a gold mine sitting in sports sponsorships, brand visibility and return-on-investment discussions.

*Omujuma arrives ahead of the final.

The NLL is demonstrating that an alumni league can create an environment where brands see value in associating themselves with the competition. The opportunity for other leagues is therefore not simply to ask, “Who can sponsor us? “The better question is:

“What value can we create that makes a sponsor want to be associated with us?”

THE AURA DISCUSSION

Then there is the aura.

From the online visibility to Machando pulling up in a plane, to the Bweras gentle ladies feeling at home , to the new kit shoot for the other finalists, and the overall presentation of the teams, you could visibly see a touch of class and intention. Everyone seemed to have a role in building the experience. *The Machando team touched down by helicopter ahead of the final..

There is also a rise of individual and team brands within the league. Brands like Avarc have found space within the ecosystem, while a gentleman called Peak Man (Peakshots Photography) was streaming the game live on his YouTube channel (NLL Echoes) and also collected the most prolific goal scorer award of the season.

Interestingly, Abashwekyi was one of the quieter teams of the season, slightly above SC Kalele,i hope they come back to the streets next season. That tells you something about the depth of the competition.
*Aine Peakman receives the Top Scorer award.

The NLL is no longer simply a group of old boys meeting up to play football.It is becoming an ecosystem. An ecosystem of teams, players, brands, fans, media, sponsors and personalities. And perhaps that is the biggest lesson from Season 16.

 The talent of the day was so much visible with elements like Marvin, Pedro, MBP, Allan(Dziz), Nelson, cutting across. I am equally informed that some of the names are crossing to the UPL

I  wish them the best and good luck on improving the face of kasangati which without a doubt they will. 

Ms Ampaire Sheba Ronah (Centre)

The writer is the Deputy CEO of FUFA – Ms Ampaire Sheba Ronah