LFA, Ditiro Deal Under Scrutiny - Has It Yielded Any Benefit for Liberia?

          Bosey and Steve Davis Delivering the Equipment


September 20, 2006


When the Liberia Football Association (LFA) and a South African-based public relations company, Ditiro Media, Sports Management and Communication (DMSMC) signed a Memorandum of Understanding on October 5, 2005, in Johannesburg, to develop Liberia's football program, many soccer enthusiasts received the news with jubilation and anxiety saying that the glorious days of Liberian football were once more here.

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 wit:-

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 agree that Ditiro Media, Sports Management and Communication is entitled to 35% of the whatever funds 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 5 day of October 2005.


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