Stanbic’s Ogong: We want to grow rugby at grassroot level

Excited. Stanbic’s Ogong believes rugby has a bright future if given the necessary support. PHOTO BY JB SSENKUBUGE

What you need to know:

  • Rugby. Stanbic recently committed Shs50m to the Rugby Cranes, which was the first partnership of the kind between the Uganda Rugby Union and a bank.
  • Until then the game had become synonymous with sponsorships from the breweries.
  • Still a feeling persists that rugby in Uganda could do with more support from both the corporate world and government.
  • Daily Monitor’s Swaib Raul Kanyike caught up with Stanbic’s Head of Marketing and Communications Daniel Ogong about the development and how far the bank will go with the fast-growing sport.

Why did Stanbic Bank decide to start Sponsorship of Rugby in Uganda? And why rugby of all sports? Their calendar is short, and it is mostly considered as a middle class sport.

Stanbic has a long and proud tradition of supporting the development of sports in Uganda and across Africa including rugby. This support is built on our appreciation of the value sports provides individuals and the role it plays in positively transforming our society.

As Nelson Mandela famously stated, “Sports has the power to change the world.” Saying that it’s important to note that our sponsorship of Ugandan rugby is not entirely new, Stanbic has been supporting the Union for quite a number of years on other rugby related activities. What has changed is where we are directing the focus of our commitment which is the national team.

Is the sponsorship in cash, or in kind? Are you also considering sponsoring the league or a club in the league?

Our commitment for 2017 is a cash sponsorship of Ugx 50 million going specifically to support the intensive Rugby Cranes international commitments this year. However that said, we will be exploring other opportunities within rugby that can help grow the game at the grassroots level and in other parts of the country.

As a sponsor how do you realize if your investment has been put to good use? What makes you feel satisfied that a particular sponsorship has provided value for money?
Investing in sports represents a win for everyone involved. Not only does it help to elevate the game in a highly cash-constrained environment but it also delivers real tangible value for any brand. As a sponsor our aim is to get maximum exposure and generate return but we would also like to see the game grow and create value throughout its ecosystem - earnings from image and broadcasting rights for the teams, increase in advertising revenue to the media and more spectator value for a wider audience.

We hear rumors of players complaining of failure by the union to pay their allowances. Don’t such negative reports affect you as sponsors and make you question your decision to support the Cranes?

The reality is that sports in Uganda is generally underfunded. To change the current predicament of low or no wages for players, everyone has to step up to the plate. Government has to wake up to the fact that sports has the potential to be a unifying factor and catalyst for economic growth and therefore should be deliberate on how they invest, corporate organizations should realize sports can help build their brands for long term competitive advantage while Ugandans in general should rally behind the sportsmen and women - show up at games in large numbers, buy merchandise etc.
Do we see a day when Stanbic will one day become title sponsors of Rugby Cranes?
The Cranes already have a title sponsor who is extremely committed to the sport long term. Our objective to help grow the sport.