PROFESSIONALISM is not just about player wages – that was the message from last week’s FIFA marketing workshop, attended by 24 representatives from the eight Myanmar National League clubs.

The March 23-25 workshop, organised by the Myanmar Football Federation (MFF) in cooperation with FIFA, world football’s governing body, focused on management, sponsorship and marketing development.

FIFA development officer, Mr Jeysing Muthiah – one of three FIFA representatives at the course – said clubs were instructed on how to create a marketing strategy that will help them develop a fan base and build attendance levels at matches.

“Marketing is one of the key areas where clubs need to become professional,” he said. “If you look at the eight clubs, they are sponsored by very successful companies in Myanmar. As successful businessmen, the owners already understand a lot about marketing strategies,” Mr Jeysing said. “They will have their own ideas about marketing [but the MFF] should also give clubs commercial guidelines and marketing guidelines.” “We are here to help these clubs by providing international marketing strategies about football,” he added.
MFF president, U Zaw Zaw, reiterated Mr Jesing’s comments at the marketing workshop’s opening ceremony.

“Becoming professional is our objective in football. I am sure you realise how important it is to administer, organise and manage football with a professional attitude and skills. The MFF is moving forward and we have to do everything possible to facilitate the progress of football in Myanmar,” U Zaw Zaw said on “It is a great opportunity for us to hold this kind of workshop here, because marketing and sponsorship are integral parts of modern football and skills we need to learn,” he added.

But some officials complained that clubs did not have enough time to develop and implement marketing plans before the Myanmar National League Cup, which will be held in Mandalay and Yangon in May.

“The workshop cannot come soon enough for us. The first MNL matches will start in coming May, so we will have merely one month to apply what we have learnt here, the principles of marketing and promotion. Another difficulty is adapting these concepts into our country’s present situation,” U Myint Thein, the team Manager of Zeya Shwe Myay FC, told The Myanmar Times on March 25, the final day of the marketing workshop.

“We can learn a lot theoretically about marketing from the workshop but all the clubs need time to perform market research in their [geographical] area before implementing a marketing strategy,” he added.

Each club was represented at the workshop by three officials, while six MFF officials also attended. Okkthar United FC also sent five additional observers to the three-day workshop.

The marketing workshop was the second phase of cooperation between FIFA and the MFF on developing a professional domestic league.

In December 2008, FIFA and AFC representative Mr Dato’ Paul Mony Samuel, accompanied by FIFA development officer Mr Windsor John, gave a briefing on the league structure and football rules and regulations.