Mamelodi Sundowns - the newly crowned champions of Africa - might not be eye-candy to corporate South Africa like their rivals Kaizer Chiefs and Orlando Pirates, but owner Patrice Motsepe might now have a bit more bargaining power, according to an industry expert.
The Brazilians clinched the CAF Champions League title on Sunday night after beating Egyptian club Zamalek 3-1 on aggregate over two legs, and Kelvin Watt, executive chairman at Nielsen Sports, argued yesterday - as many would expect - that Sundowns’ stock has gone up.
“The prize money (winners receive about R21-million) might not really be a big deal for Motsepe because he’s already come out to say the players will share it, but winning this competition certainly gives the club a much bigger profile in Africa, which is what the owner has always wanted,” Watt said.
“Patrice has always seen Sundowns as on par with Chiefs and Pirates, but unfortunately the market doesn’t see things that way.
“However, if he were to sell a player now, he definitely can ask for a lot more because of their current status.
“The players have a bigger asset value.”
With speculation that talisman Khama Billiat and Keagan Dolly are on the watchlist of several top European clubs, their current worth will surely skyrocket, especially Billiat, who he is also the reigning Footballer of the Year in the South African Premier League, and formed an unforgettable partnership with Dolly to help Sundowns win a continental cup.
In addition, Watt pointed out that billionaire Motsepe, who bought the club in 2003, might be salivating at the prospect of seeing the team grow its support base. Sundowns will also feature in the Fifa Club World Cup in December as a result of winning the Champions League.
“Patrice has never really set the club up for sponsorship and now it will come down to the right price, if any of the big name sponsors want to partner with Sundowns.
“But it will probably still take a bit more than one continental success to compete with Chiefs and Pirates in this market,” explained Watt.
“But having said that, I don’t necessarily think the right price is what Patrice is looking for. Trying to grow the support base might be more significant to him and that obviously improves the brand.”
Follow Mazola Molefe on Twitter@superjourno
The Star