By: Amjad Mustafa Amin
KHARTOUM (Sudanow) - LaLiga, which operates the top two divisions of Spanish football, has entered into a partnership with Sudanese telecommunications company Zain.
The two parties have agreed an initial three-year deal, covering the 2017-18 to 2019-20 seasons. Zain will serve as a regional partner of LaLiga in its home country and will seek to promote Spanish football across Africa as part of the agreement.
Zain will work with LaLiga on marketing, commercial and promotional campaigns, as well as social media initiatives and social responsibility activities.
The agreement was signed in the presence of LaLiga's General Director for the Middle East and North Africa and head of international sport projects Fernando Sanz, LaLiga's Ambassador to North Africa and the Middle East Frédéric Omar Kanouté, Zain’s operations manager Usama Kahin and its executive commercial manager Salih Mohammad Ali in an occasion that saw a wide presence of the Sudanese media.
Kahin said that his company (Zain) will exclusively obtain La Liga’s trade mark and that the agreement includes a number of other provisions, including commercial, economic and sporting activities.
He said the Sudanese public will gain much from the partnership, including travel opportunities to Spain to watch LaLiga matches and that different Sudanese football cadres will get opportunities of training in Spain .
LaLigas’s ambassador to North Africa and the Middle East, outstanding international football player Frédéric Omar Kanouté (Malian) said Zain was one of the best companies in Sudan in terms of telecom service. He said the Spanish football tournament is the strongest in the World .” This agreement brings together two parties well known for their excellence. The two sides will gain too much from this deal,” he said.
In reply to a question whether Laliga would set football academies in Sudan, Mr. Fernando Sanz said his group has established football academies in the Middle East, citing in this respect the academy they opened last April in Dubai, the United Arab Emirates, to discover young football talents .” We always aspire to promote football and it is possible for us to open an academy in Sudan in the future,” he said.
“This depends on what Zain could do and we, on our part, are ready,” he added.
He said the partnership contains a lot of provisions that will serve Sudanese football including, for example, the training of football referees, coaches, administrators and sports journalists.
He said Zain clients will get the opportunity to follow Laliga matches and recreation activities on site.
Salih Mohammad Ali said the agreement had centered on important indications in the commercial and sporting spheres, in addition to the social responsibility which Zain gives due concern.
“Most outstanding of Zain’s concerns in this respect of Social responsibility is the treatment of cases of autism for which Spain has acquired long experiences".
In conclusion Mr. Fernando Sanz said he was happy to visit Sudan for the second time after he visited Sudan in 2004.” I feel elated to return to Khartoum and my proof of this is that I readily agreed to come once LaLiga asked me to come to Sudan,” he said, adding that “ Sudanese are hospitable and friendly and I am willing to visit Sudan for the third time in the near future.”
Kanoute said he was “very proud of being LaLiga ambassador. ”This matter adds much to my personal responsibilities,” he added.
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