Gor Mahia officially launched their branding relationship with Elliotts Bread. This after they ended their relationship with Good Breads limited. The reason given for the termination was that Good Bread was not delivering as promised.
It is anticipated that the agreement with Elliots will yield better returns for Gor Mahia. Firstly the club will earn Ksh 2 as opposed to the Ksh 1 offered by Good Bread.
Secondly and more importantly, Elliots has a better distribution network. Elliots is known as Kenya’s original bread because they have been serving bread to Kenyan consumers since 1903. That is a staggering 112 years ! This means their distribution channels are more expansive and they have more relationships with known retailers. Therefore cases of fans complaining that they cannot buy Gor Mahia bread because it is not available in their neighbourhood will be rare. Cases of price gouging will be rarer and cases of fake bread being sold will be rarer. In addition, Elliot has a stronger marketing and sales arm. The new deal will see Elliots sell Gor Mahia branded bread, Scones, Mandazi and cookies which are part of the Uzuri Foods brand.
All this could mean more money in Gor Mahia’s coffers, something they will desperately need. They are already in danger of losing several players from this years squad and also could lose coach Frank Nuttall.
Since sponsorship will be difficult to come by, Gor Mahia should pursue other income generating schemes. There are other branding possibilities out there. Gor Mahia fans will buy anything that has the Gor Mahia name in it be it pens, jeans, T-Shirts, milk, or even data bundles.
Are Safaricom listening?
In the video above, Chairman Rachier also announced the creation of an electronic database to register fans and increase the clubs financial coffers and help the club stem the annual mass exodus of key players. Additional details about this new programs will be announced next week. However this author would like to ask the Chairman if the club has learned anything from the previous failed initiatives.