African Stars chairman Salomo Hei says they are determined to ensure clubs receive fair value as the Namibia Premier Football League (NPFL) moves toward professionalism. 

Hei said other teams should follow their lead. He made these remarks following a statement issued earlier this year by the Namibia Football Association (NFA) announcing a partnership with the Namibian Broadcasting Corporation and OneAfrica Television for live broadcasts of league fixtures.

According to the NFA, the NPFL will operate as an independent league from the 2026/27 season – a milestone that signals a new era for the professionalisation and growth of Namibian football.

Vision vs reality 

In its statement, the NFA emphasised that the broadcasting partnership, combined with league independence, would create a strong platform for sponsors to align themselves with the future direction of domestic football.

Officials urged clubs to embrace the opportunity and prepare to capitalise on increased exposure and commercial interest. The arrangement, they said, would come at no cost to the league and would serve as a trial phase for future initiatives aimed at enhancing the NPFL’s commercial and professional value.

A broadcast schedule was even outlined. OneAfrica Television was set to air the 31 January clash between FC Ongos and Life Fighters, along with fixtures involving UNAM FC versus NDF Mighty Gunners, and 1 February matches featuring Khomas Nampol FC against Young African FC, as well as Stars versus Tigers FC.

NBC was also scheduled to cover Stars’ encounter with Young African that same weekend. However, none of the matches were ultimately streamed.

Rights, ownership, trigger point

The NFA maintained that it and its members remain the original owners of all rights emanating from competitions under their jurisdiction. These rights include financial, audiovisual, radio, marketing and promotional rights, as well as intellectual property elements such as emblems and copyrighted material. Shortly after the announcement, Stars sent an email to the association stating that if broadcasters proceeded to air their home matches, they would automatically be required to pay the club N$100 000 per game, plus any damages that might arise.

The communication triggered a follow-up courtesy meeting between Stars and NBC, where discussions covered possible streaming of the club’s home fixtures and other related opportunities.

Consultations 

Furthermore, Hei insisted the issue is straightforward: clubs must be included in discussions about broadcasting rights because they are the primary stakeholders.

“When you get into an agreement, you must consult members, which are the clubs. There is a lot that goes into managing and running a club: transport, technical costs and more. If NBC wants to stream matches, that’s fine, but what can they offer us? Maybe they could provide free advertising space on a Herero radio station, for instance, because whenever we advertise on radio, we pay. These are the kind of conversations we must have,” he said.

He stressed that Stars’ position is not about resisting progress but about ensuring that professionalisation benefits clubs financially as well as structurally.

Crowd pullers 

Stars’ leadership believes the club’s track record justifies its stance. The side is among Namibia’s most decorated teams and has competed on the continental stage in CAF competitions.

He noted that matchday attendance figures demonstrate the club’s market value. On average, Stars attract between 800 and 2 500 spectators per match based on ticket sales, with their highest recorded turnout reaching 7 000 at Hage Geingob Stadium last year.

“But now people have a problem with a club like Stars putting value on their product. Right now, clubs continue to play with the Debmarine kit, and Stars is the only club with a new kit,” said Hei. 

The club has also invested in long-term development, recently establishing a youth academy aimed at nurturing future talent and strengthening its competitive pipeline.

No deal

For its part, NBC says no promises were made regarding payments or guaranteed broadcasts.

NBC’s Nico Mwiya explained that the meeting with Stars was purely a goodwill engagement intended to foster cooperation within the sport.

“What is clear is that we are looking to work together. We are the biggest platform in the country. Stars is a registered business, and they are not restricted from speaking to anyone, and neither is NBC,” said Mwiya.

Caution

Former Life Fighters commercial director Terry Ujamba described Stars’ initiative as commercially progressive and consistent with modern football monetisation models but warned that several legal and regulatory factors must be carefully evaluated.

He pointed out that a football match is a joint sporting event between two clubs. Even if one club hosts the fixture, commercial exploitation, including broadcasting, may require consent from the visiting team, particularly where image rights, sponsorship visibility and brand value are involved.

Ujamba also highlighted the need to clarify whether media rights fall under the authority of the NFA or the league structures. If such rights are centrally administered, unilateral agreements could conflict with competition regulations.

“While the commercial objective is commendable, full regulatory alignment, stakeholder consent and contractual due diligence are essential to ensure lawful and sustainable implementation,” he said.

Benchmarking 

According to Central News, clubs in the Premier Soccer League (PSL) benefit from streaming and broadcast rights primarily because the league negotiates media deals centrally on behalf of all its member teams. The PSL collectively sells television rights – most notably to SuperSport, carried on DStv – through multi-year agreements worth billions of rand.

Revenue from these deals is pooled and distributed across clubs, ensuring each team receives a guaranteed annual grant regardless of league position, while additional performance-based payments reward stronger finishes. This system provides financial stability even for smaller clubs that may lack strong sponsorship backing.

Regular televised matches significantly increase a club’s visibility across South Africa and the African continent, which in turn raises their commercial value.

Sponsors are more willing to partner with teams whose games are broadcast because their brands gain consistent screen exposure, leading to improved shirt sponsorship deals and stronger commercial partnerships. Broadcast exposure also boosts player profiles, increasing transfer values and attracting talent who want to play on visible platforms.

Another major benefit is that production costs are covered by the broadcaster rather than individual clubs.

Television partners handle filming, commentary, graphics, and transmission infrastructure, removing a substantial logistical and financial burden from teams. This allows clubs to focus their resources on sporting performance, youth development, and operational improvements rather than media production expenses.

Broadcast agreements also drive professional standards within the league. Requirements linked to television coverage often include stadium upgrades, proper lighting, suitable seating, media facilities, accurate player registration systems, and strict scheduling discipline.

These standards enhance the credibility of the competition and make it more appealing to investors, sponsors, and commercial partners.

– lmupetami@nepc.com.na