Following a lukewarm response by fans to buy 2000 units of replica jerseys last season, Silver Strikers Football Club says it will not order a new consignment this season.

The club’s acting chief executive officer (CEO) Faith Mzungu-Vilakati said in an interview yesterday the arrangement is in line with the club’s marketing strategy.

She said: “This year, we are taking a different approach to our marketing strategy. So, for this year we will not be ordering a new kit and new replicas. All our efforts are in line with our commercialisation drive so as we unveil some of the activities you will notice how all this unfolds.

Silver Strikers players going through their paces in their new kit last season

“The consignment for the replicas arrived halfway in the season last year, so we still have some available for sale. We call on our supporters to buy because this season is going to be great. We have just unveiled a new head coach who is hungry for league title and cups.”

Football analyst Charles Nyirenda backed the team’s decision, saying it is understandable, looking at the reasons behind it.

“They have employed an expatriate coach and that is an expensive undertaking if you consider remuneration package and other expenses. The club’s finances might be limited. Again, the performance of the team has been bad and that also affects sales of replicas. Football fans want to be associated with success,” he said.

Nyirenda said it is painful to see that most replicas ordered last year have not been sold.

Former Silver Strikers official Dennis Kachikho also said in an interviwe yesterday, the situation was unfortunate because the club was the first to initiate the commercialisation drive.

He said: “We have resources that could help in the commercialisation. We employed the CEO and marketing officer. If we failed to sell the replica jerseys, what’s the purpose of having a marketing officer?

“If we failed to sell the replica jerseys, then we need to check our system. That’s why we talk of teamwork and collaboration between the board, management and supporters.”

Silver’s replica jerseys are pegged at K20 000 each.

Meanwhile, other giant clubs Nyasa Big Bullets and Mighty Mukuru Wanderers yesterday said they are re-strategising their commercialisation drive, including how the issue of replicas will be handled in the 2023 season.

Bullets chief administration officer Albert Chigoga said sold 76.5 percent of the replicas volume they put on market last season and the remaining stock is still being sold.

He said: “Our merchandise has enjoyed massive penetration in the just-ended season due to a combination of team’s performance and vigorous promotion. Our performance in all competitions created space for our sales team and agents to sell more.

“We plan to introduce a new brand of merchandise in the coming season; a departure from our usual Adidas brand. Our supporters and the football fraternity should brace for fashionable and classic designs.”

On his part, Wanderers commercialisation chairperson Clement Stambuli, whose club did not put replicas on sale last season, said plans are underway through their business committee to have a modern clubhouse where most of their merchandise, including replicas will be available.

“We would like to come up with various initiatives that will ensuring that fans provide support to the club in all aspects rather than just watching and cheering matches. We will start implementing our business strategy end March,” he said. 

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