Ekhaya FC's Community Outreach Sets Example for Malawi Football Clubs

Many football clubs in Malawi are neglecting activities that foster closer relationships with supporters, hindering their ability to grow their fan bases and strengthen financial sustainability. Ekhaya FC, however, is taking a different approach, using community outreach and direct engagement to build relationships beyond match days. This approach not only boosts gate revenue but also builds loyalty and gives supporters a sense of belonging.

According to figures released by the Super League of Malawi, Mighty Wanderers topped the earnings with K93.73 million, followed by FCB Nyasa Big Bullets with K88.20 million. In contrast, Ekhaya FC, in only its third season in the elite league, recorded K23.85 million, surpassing established sides such as Civil Service United, Karonga United, Red Lions, and Kamuzu Barracks.

Ekhaya FC's chief executive officer, Thandose Mhango, stated that the club's strategy is to bring it closer to the people through community outreach and engagement. Activities include visits to schools, such as Malawi University of Business and Applied Sciences, and hospitals, like Queen Elizabeth Central Hospital. The club is also strengthening its media capacity to tell its story and make players more familiar to supporters.

Mhango mentioned that Ekhaya FC has established a brand ambassador partnership to reach wider audiences, particularly young people. The club is also developing its digital platforms and merchandise offering to create more opportunities for supporters to engage with the club and express their identity.

Soccer analyst George Chiusiwa emphasized that fan engagement is critical to the modernisation, commercial viability, and on-field success of football clubs. He noted that many clubs in Malawi have not invested much in fan engagement, but successful teams like Ekhaya FC have established proper structures to support the fan engagement function.

Chiusiwa suggested that clubs need to go beyond using the media to reach potential supporters and invest in corporate social responsibility initiatives. They should establish direct links with communities through regional, district, and zonal committees.

Other clubs, such as Mighty Wanderers, Dedza Dynamos, and Civo, are also working to grow their fan bases. Mighty Wanderers' president, Thomson Mpinganjira, urged supporters to demonstrate their commitment by participating in club activities and attending matches. Civo club manager Christopher Longwe admitted that the club had done little to expand its following and plans to engage zonal committees to start registering supporters.

Key points

• Ekhaya FC's community outreach and engagement strategy has helped the club build a loyal fan base and increase its gate revenue.
• Many Malawi football clubs have neglected fan engagement, but Ekhaya FC's approach sets an example for others to follow.
• Investing in fan engagement is critical to the modernisation, commercial viability, and on-field success of football clubs.