Ekhaya FC builds fan loyalty beyond match days
The club engages students and visits hospitals to foster community ties and financial sustainability.
Ekhaya FC is actively building relationships with supporters beyond football matches to strengthen its fan base and financial future. Many football clubs in Malawi neglect fan engagement, but Ekhaya FC uses community outreach and direct interaction. This strategy aims to create a sense of belonging and loyalty for long-term financial health.
Ekhaya FC chief executive officer Thandose Mhango stated the club's goal is a meaningful year-round presence in the community. Recent activities included engagement with students at Malawi University of Business and Applied Sciences and a visit to Queen Elizabeth Central Hospital. The club also enhanced its media capacity and digital platforms to connect with younger audiences and offer merchandise.
This approach has seen Ekhaya FC record K23.85 million in gate revenue for the first round of the FDH Bank Premiership season, surpassing established teams. Mighty Wanderers led earnings with K93.73 million, followed by FCB Nyasa Big Bullets at K88.20 million. Ekhaya FC's strategy aims to develop a loyal supporter community that grows with the club.
Why it mattersFootball fans in Malawi are affected by clubs' varying efforts to build loyalty and financial stability.