28/10/2025
Big Games, Bigger Responsibility: PLE and Clubs Must Market Every Match, Especially Rivalries Like Wanderers vs Highlanders
This Sunday, one of the biggest fixtures on the Premier League of Eswatini (PLE) calendar takes place at Mavuso Sports Centre at 4:30 pm: Manzini Wanderers vs Mbabane Highlanders. It’s a match that transcends points — it’s about pride, rivalry, and redemption. Yet as the league’s marquee games approach, a critical question arises: who is truly responsible for marketing these matches — the PLE, or the clubs themselves?
The answer is simple: both must step up. The current approach is insufficient. Social media posts alone cannot fill stadiums, and attendance figures, even for the Mbabane Derby, tell the story. Fans often don’t know where to buy tickets, when games start, or what to expect on match day. This is a problem of visibility, accessibility, and professionalism.
Walking through the cold, rainy streets of Mbabane, it struck me how underutilized our existing infrastructure is — billboards, LCD screens and municipal networks could all be leveraged to promote games. Why isn’t the PLE partnering with municipalities to advertise upcoming fixtures? Why aren’t tickets available days in advance, giving supporters ample time to plan? Last-minute sales and confusion on match day are failing both fans and the game itself.
Clubs also have a critical role to play. They are not mere participants — they are custodians of culture, community, and loyalty. It is their responsibility to engage fans, create excitement, and provide entertainment beyond the 90 minutes on the pitch. From local activations to artist performances, pre-game fan zones, and streamlined ticketing, clubs must treat each fixture as an event, not just a game.
The Wanderers vs Highlanders clash is a perfect example. History, rivalry, and fan passion are on full display, but without proper promotion, the spectacle is muted. Both the league and the clubs must treat football like a business: organized, professional, and focused on sustainable growth. Fans deserve to be informed, entertained, and welcomed — not expected to figure it out themselves.
Ultimately, the success of the PLE depends on collaboration. The league sets the framework, but clubs must actively participate. Big games deserve big marketing, and even smaller fixtures should be treated with seriousness. Full stadiums, vibrant atmospheres, and engaged communities don’t happen by accident — they happen when the league and clubs take responsibility, plan ahead, and communicate clearly.
Football in the country is too important to leave to chance. It’s time to stop excuses, market professionally, and give supporters the experience they deserve. Only then will the PLE, its clubs, and supporters all benefit.
Our neighbors provide a clear example. In the Betway Premiership in South Africa, tickets for marquee games are made available well in advance. For instance, the highly anticipated clash between Mamelodi Sundowns and Orlando Pirates had tickets released this morning for a Saturday game, giving fans ample time to secure their seats. With their top-notch marketing, it would not be surprising to see the tickets sold out just a few hours after being released, demonstrating the impact of proper planning and promotion. The PLE can — and should — learn from this example.
Football in Eswatini has the talent, history, and fan base to thrive. The missing piece is professional marketing, collaboration, and ex*****on. It’s time to take the game seriously — for the fans, for the clubs, and for the future of the league.
