LFA Assesses Deal With Ditiro


October 17, 2006


The mediator in the three-year sports promotion contract signed between the Liberia Football Association and a South African public relations company, Ditiro Media, Sports Management and Communication, Mr. Steve David, is expected to meet with the LFA Media and Marketing Committee today at the FA headquarters in Monrovia to evaluate implementation of the deal, signed on October 5th 2005.

Mr. David, who just arrived from South Africa, has been invited by the President of the Liberia Football Association, Cllr. Izetta Wesley, one year after the deal was signed to make a critical examination of commitments made by Ditiro to promote Liberia's sporting programs.

Today's meeting followed several reservations expressed by club officials and other sports administrators about the slow pace at which implementation of the deal has taken with very little being done on the ground to promote sports in the country.

Despite earlier invitation from the L FA Media and Marketing Committee, Mr. David had failed to appear, but observers say this time around, his presence would end all speculations surrounding the deal as the Ditiro official, who has 10 percent in the contract, is expected to provide detail clarifications to clear all doubts.

Sources at the LFA say one major issue that is expected to feature prominently on today's meeting with the Media and Marketing Committee is a US$ 250,000 sports package announced by Mr. David in early March for the female national soccer team. Many sports officials claimed that materials delivered to the team were less than the amount announced.

When the Liberia Football Association (LFA) and Ditiro Media, Sports Management and Communication (DMSMC) signed a Memorandum of Understanding on October 5, 2005, in Johannesburg to develop Liberia's football programs, many soccer enthusiasts received the information with jubilation and anxiety hoping that the once glorious days of Liberian football were returning after 14 years of violent civil conflict.

However, this seems far from the reality and many club presidents have begun to express serious reservation regarding the implementation of the deal.

In accordance with the MOU, Ditiro agreed to promote all national teams' jerseys, footballs, and games as well as newsletters and websites.

According to the document, Ditiro also promised to market and sponsor national leagues, solicit funding for teams' travel and games as well as carry out massive television and radio programs to sensitize the public.

The deal further provides that the South African company would develop youth football particularly U-13, U-15, U-17, U-19 and U-23 including women soccer as well as conduct staff development programs.

Now that the national league is in its final stage and the senior national team, the Lone Star, has already begun participating in the qualifiers of the 2008 Nations Cup, skeptics including connoisseurs are beginning to ask how effective the MOU has been with respect to developing the country's football and what benefit has Liberia accrued from the deal? The authoritative Analyst brings you a full text of the MOU.

Memorandum Of Understanding

This Memorandum of Understanding entered into between and by the Liberia Football Association (LFA), represented by the Chairman of the Committee on Media, Marketing and Sponsorship, Mr. Mohammed L. Sheriff of Liberia, and the Ditiro Media, Sports Management and Communication (DMSMC), represented by its Chief Executive Officer (CEO), Mr. Joseph Barry Cotty of South Africa.

Whereas, the Liberia Football Association (LFA) is the body solely responsible for the management of football in Liberia and also produces football talents in abundance;

Whereas, due to the lack of promotion, the football talents have been hidden;

Whereas, the LFA has strived to promote most of her teams in international competitions;

Whereas, the LFA has struggled to develop her league throughout the various regions;

Whereas, the Ditiro Media, Sports Management and Communication (DMSMC) promotes youth programs;

Whereas, the Ditiro Media, Sports Management and Communication (DMSMC) specializes in marketing and sponsorship;

Do hereby resolve to enter into this Memorandum of Understanding in the following to with:-

1. MARKETING: The Ditiro Media, Sports Management and Communication will do the following: a) Marketing of all National Teams jerseys, footballs, games, newsletters, and websites; b) Marketing and Sponsorship of National League; c) Soliciting funding for teams travel and games;

2. Media: The Ditiro Media, Sports Management and Communication will do the following: a) Television right, radio programs, commercials of local and interested products

3. Development: The Ditiro Media, Sports Management and Communication shall be responsible for youth football development including but not limited to the following: a) Women football and staff development b) U-13, U-15, U-17, U-19, and U-23

It is further agreed that Ditiro Media, Sports Management and Communication will have exclusive rights for the marketing, media and sponsorship as enshrined in this MOU.

It is also further agreed that Ditiro Media, Sports Management and Communication is entitled to 35% of whatever fund generated from marketing and sponsorship to cove her administrative cost while the LFA will receive 55% and 10% for the mediator.

The MOU shall be enforced on the date of signing and shall remain enforced for a period of three (3) years, where after it may be executed for further periods as may be agreed upon between both parties.

TERMINATION: Any party may terminate this MOU by giving a three-month written notice to the other party through official channel of its intention to terminate this MOU.

In witness whereof, the undersigned, being duly authorized by their organizations, signed and sealed this MOU this 5th day of October 2005.