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FUFA-UEFA Assist League Development Programme: Financial Management, Brand, communication and fans’ engagement discussed on day two

The FUFA-UEFA Assist League Development Programme entered day two with Uganda Premier League Clubs benefiting from the exercise.

The project that started on Monday, 23rd May 2022 will run for five days with a number of focus areas addressed on particular days. The main reason is to help clubs improve on capacity building.

Club officials having a group discussion at the FUFA-UEFA Assist League Development Programme.

On Tuesday, two important topics were discussed namely, Financial Management at clubs and how best clubs can communicate their brands better.

All the 16 clubs playing in the StarTimes Uganda Premier League had representatives ranging from CEOs, finance managers, marketing and media officers among others.

Club officials attentively watching a video on the screen.

Pedro Correia lectured in the morning session that put emphasis on how best clubs can manage their finances.

Pedro Correia lecturing during Tuesday’s session.

In his opening remarks, the UEFA League Development Expert indicated finances are a key pillar in running clubs and no team can make any progress without clear financial management.

“For any club to run, they must generate income but that revenue must as well be managed properly. Therefore, financial management is a critical aspect in football administration.” He said.

Correia addressed aspects like Accountability, budgeting, Sources of revenue, strategic planning among others.

Pius Bamwange, the CEO at Maroons FC shared an experience he has had at different clubs indicating not so many clubs in Uganda respect budgeting processes.

Uganda Premier League CEO Bernard Bainamani, League Manager Paul Kabaikaramu (White T Shirt) and FUFA CEO, Edgar Watson having a chat.

“I will be honest and share an experience with you here. Not so many teams appreciate financial management standards. From budgeting to planning and accountability.” Bamwanga confessed.

Maroons FC CEO Pius Bamwange

The afternoon session guided by Kenneth Macleod another UEFA League Development Expert centred around brand communication and fans’engagement.

The emphasis was hinged on three key aspects that ranged from Brand development, Digital/Social media and content creation.

On brand development, Macleod advised club officials to make their brands unique and appeal to their fans more.

UEFA League Development Expert Kenneth Macleod.

Day three (Wednesday, 25th May 2022) will have topics on Matchday operations and venue management plus income generation.

FUFA-UEFA League Development Project Coordinator Phoebe Kutamba (left) and Project Manager Ben Mwesigwa.
Soltilo Bright Stars technical director Ian Mutenda (L) and club media officer, Ronnie Lusulire.
KCCA FC Finance Director, Michael Kirunga.
Participants having a group discussion
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