Nahtino
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Joined: 22 Jun 2006 Posts: 426
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Posted: Thu Oct 26, 2006 3:25 pm Post subject: Cheifs ..a legacy |
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Im not a Cheifs supporter, but I am a HUGE FAN of their approach, their whole philosophy , culture , image , values ...
EVERYTHING!!
Anyway I found this article in the Sunday tims website .. I thot it wud b intresting to read ..
twas written in 2003 mind U ..
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Phenomenon that is Chiefs
Arguably South Africa's leading sporting brand, ahead of even Bafana Bafana and the Springboks
Clinton van der Berg and Mzimasi Mgebisa
They are calling it Operation Teka Hinkwaso. The clean sweep.
Kaizer Chiefs, the most vivid and rampant of African sporting teams, are in familiar territory: more trophies, more glories lie in wait. On Saturday, the first leg of the African Cup-winners Cup (aka Mandela Cup) final beckons at InterClube in Luanda.
A week later, Amakhosi go in pursuit of the Coca-Cola Cup against either Jomo Cosmos or Sundowns. The two meet in the semifinal in Rustenburg this afternoon. Then, on December 1, they host Inter for the return leg of the Mandela Cup.
Chiefs are, in any estimation, one of the great institutions of South African sporting life. A rhythmic confluence of passion, leadership, glamour and success, Chiefs are arguably the country's leading sports brand. Bigger than even Bafana and the Boks, Chiefs are that rarest of things: a phenomenon.
Officials at club headquarters in Naturena, south-west of Johannesburg, suggest they have at least 12-million supporters across southern Africa, possibly more.
The only team that could possibly compare is Orlando Pirates, their fiercest rivals.
When Primedia bought 40% of the club for R40-million three years ago, they were envisaged as the club's partners for public listing.
"Listing is questionable at this point," says larger than life chairman Kaizer Motaung, who owns 60% of the club. "The main reason for us to list is our supporters. After we've explored the idea, we'll look at it as the ultimate action in our plans."
Last estimates put a value on the Kaizer Chiefs brand of R200-million, and this is excluding the price of international-class players like Jabu Pule (priced at R30-million), Stanton Fredericks and Nhlanhla Khubeka .
Internet winners
Their Internet site registers over half-a-million users a month - more than three times that of rugby's Sharks, and displaces the Egyptian national team website as the biggest sporting site on the continent - and Chiefs' merchandise outstrips all of rugby's.
In terms of more tangible success, 67 trophies in 31 years is a mark of their greatness.
Assessing this phenomenon, three factors emerge as the raison d'≖tre: Motaung, the visionary; the unflinching loyalty of Chiefs' supporters and the sustained excellence of players.
Indeed, legends are created in the famous gold-and-black strip.
Ace Ntsoelengoe, Teenage Dladla, longest-serving skipper Ryder Mofokeng, Doctor Khumalo and even the emperor himself, Motaung, became not so much household names as sporting superstars playing for the Soweto giants.
Khumalo, still South Africa's No 1 sports icon, believes their success stems less from their big-name players than expert management.
"If the head is good, the body can function," said the veteran after a training session at Naturena this week.
If Khumalo is more a symbol of the recent past, it is left to players like Pule and Thabiso Malatsi to shape the future.
This Chiefs vintage is top-heavy with players who have emerged from the club's development programme. And Chiefs even have an alliance with Rand Afrikaans University to ensure the youngsters are schooled and well looked after.
In a few months, Naturena will boast housing for the next wave of Chiefs wannabes. This is where the seat of the Amakhosi empire is found.
Despite blacks not being allowed officially to purchase property in the area 14 years ago, Motaung did just that.
He had a vision and from that vision has sprung a world-class training facility and HQ valued at R30-million.
The grounds are immaculate and the adjacent offices could have come straight from Sandton. Next year, a state-of-the-art gymnasium, swimming pool, indoor arena, tennis courts and accommodation will be built.
"World-class," says Muhsin Ertugral, their urbane coach and a man who has seen the best of it at clubs like Bayern Munich, Manchester United and Sporting Lisbon .
Star team
"Chiefs enjoy massive support," says the Turkish-born German, "but this isn't surprising because major clubs the world over enjoy this level of support. We have supporters all over southern Africa."
Ertugral is uncomfortable with the idea that the stars make the team what it is.
For him, the stars are a media creation.
"The star is the team," he insists. "We don't have many heroes in this country, so people idolise the team ."
This isn't some mad-cap coaching philosophy designed to deflect pressure on his big-name players, though.
"The idea of stars went out in the 1980s," says Ertugral dismissively. "Even Zidane and Figo are team players."
Rather than lavish praise on his employers, Ertugral equates the Chiefs phenomenon to a company like IBM - "where you need back-up from head office, otherwise you're gone".
Despite having already won four trophies in his tenure, he still sees weaknesses .
Much like the rest of South African football, Chiefs players have very specific failings in areas like flexibility, speed, power and endurance.
"They're like mosaic stones . . . if one isn't there, you can't reach the highest level."
What further disappoints Ertugral, particularly as a foreigner, is that Chiefs' most visible support comes almost exclusively from black people. Chiefs have a sprinkling of white supporters, but they aren't nearly as plentiful as they should be.
"We need to sit together and find solutions," says Ertugral.
Indeed, the capturing of white, Indian and coloured fans is a prime target for the marketing honchos at Chiefs.
Italian-born Emy Casaletti-Page is the Kaizer Chiefs brand manager, having been involved with the club since 1988.
"It's a big part of our strategy," she says, "because our biggest competitor is Manchester United. The only way to change that (and to win over white, Indian and coloured supporters) is on the field.
"Slowly we are changing that with our success."
Casaletti-Page ascribes Chiefs' ascent to glory to Motaung's power of personality.
"He co-founded the club 31 years ago and it took quality leadership to hold it together."
For Putco Mafani, the most visible and helpful of spin doctors, success has also arisen from two other fronts: the supporters and players.
The loyalty of fans is extraordinary. They plaster their gear with the names of sponsors - "if it's good for Chiefs, it's good for us" - and that brand loyalty extends to purchasing sponsors' products.
"Guys with makalaka head gear had the Nissan sign painted on themselves three days after the deal went public," explains Mafani.
"And Chiefs' supporters are supporters for life."
And, it seems, in death.
The Ellis Park tragedy in April struck at the very core of Chiefs, but for people like Motaung, Mafani and Casaletti-Page, the deaths served to pull Chiefs' supporters even closer together.
Says Mafani: "Our supporters believe that when something bad happens, something good is on the way. They haven't turned their backs on us."
It helped that Motaung was at the forefront of visiting grieving families. All 43 of the funerals were attended by Chiefs representatives.
It may seem incongruous, but the Chiefs brand was also extended through the tragedy. Global media coverage saw to that.
Apartheid influence
It is no coincidence that Chiefs remained strong during the height of apartheid. Motaung was asked to support a rebel tour, but he refused. He was no sell-out and, besides, Chiefs would have suffered.
"(During those years) Chiefs gave people hope," says Casaletti-Page. "Chiefs have always been aspirational. Our supporters aspire to the glamour and success of the 'Glamour Boys'. It has become a very powerful slogan."
Motaung has been central to Chiefs' sustained success. He is open to ideas and he empowers his managers.
"Sharing responsibilities and delegating powers is a matter of business principle," says Motaung. "You can't execute everything yourself. You have to allow people to implement their ideas to get maximum results."
Excellent youth development structures, says Motaung, will sustain the club's success.
"We have to ensure continuity. Some players are likely to go overseas, so we must have a succession plan."
In Farouk Khan, the head of youth development, Chiefs have one of the best youth policy specialists around. He learned the art from Brazilian World Cup-winning coaches Carlos Alberto Parreira and Mario Zagallo, and the former SA director of coaching, Ted Dumitru.
Supporters' clubs
As the first team to buy players from beyond Johannesburg, it was only natural that Chiefs' supporters base should extend way beyond the confines of Gauteng.
Buying players like Justice Sithole, who comes from Newcastle, also effectively seals a good number of satellite supporters .
With 226 official supporters' clubs spread throughout southern Africa, Chiefs have a good chunk of the market.
"We are inundated with proposals for more. Apart from formal branches, there are sub-branches that have mushroomed," says Mafani.
"Our supporters are probably even more important than the players. You can lose a player two years down the line, but a supporter is for life. We like to look after them."
Chiefs may be the kings of the mountain, but others see them simply as fat cats.
Chiefs' dozen frontline sponsorships, among them Standard Bank, Vodacom, Nike and Acer, amount to more than R40-million combined annually. This has created a "them and us" feeling among lesser clubs - but Mafani makes no apologies for their success.
"Most local owners and clubs still have to see the world. Our challenges are big, which is why we must think globally. We have to measure ourselves against the big teams."
If Chiefs are the brand-leaders, management have worked aggressively to market their sub-brands: the players.
"They can attach greater value to the club in terms of endorsements," explains Mafani. "We ensure our plans intertwine very carefully off the field with what goes on the field.
"If the coach isn't ready to break through with a particular player, we won't push it. The player won't be aggressively marketed before time."
Overseas trends
Another important reason for Chiefs' success is the club's exposure to overseas trends.
Motaung sends his staff to the annual Football Expo in Cannes and visits to cutting-edge clubs like Manchester United and Leeds are regular occurrences. They also study other sports, like cricket and rugby.
"We aren't behind at all in terms of our thinking," says Casaletti-Page. "The real difference is in size."
Having adopted a new slogan - Amakhosi 4 Life - Chiefs are confident about the future.
"Part of our plan is to become an African football brand and be globally recognised," says Casaletti-Page. "The only way to do this is through African club competitions, which lead to global competitions.
"Building our brand through Africa leads to licensing and merchandising success.
"There's no room for complacency. Part of our strategy is to make every single game an event. We like to see ourselves as the leaders."
Now and in the future.
Kaizer Chiefs Honours
1970: Stylo Cup winners.
1971: Life Challenge Cup winners, BP Top 8 Cup runners-up, Stylo Cup runners-up.
1972: Life Challenge Cup winners, UTC Super Team Cup winners.
1973: Life Challenge Cup runners-up, Sales House Champion of Champions runners-up, Stylo Cup runners-up.
1974: NPSL Castle League champions, Sales House Champion of Champions winners, BP Top 8 Cup winners.
1975: NPSL Castle League runners-up, Sales House Champion of Champions runners-up, BP Top 8 Cup runners-up, Chevrolet Cup runners-up.
1976: Benson & Hedges Cup winners, BP Top 8 Cup winners, Sales House Champion of Champions winners, NPSL Castle League runners-up.
1977: NPSL Castle League champions, Benson & Hedges Cup winners, BP Top 8 Cup winners.
1978: NPSL Castle League champions, Mainstay Cup runners-up.
1979: NPSL Castle League champions, Mainstay Cup winners, Sales House Champion of Champions winners.
1980: Sales House Champion of Champions winners, NPSL Castle League runners-up.
1981: NPSL Castle League champions, Mainstay Cup winners, Sales House Champion of Champions winners, BP Top 8 Cup winners.
1982: Mainstay Cup winners, Sales House Champion of Champions winners, BP Top 8 Cup winners.
1983: Datsun Challenge Cup winners, NPSL Castle League runners-up.
1984: NPSL Castle League champions, Mainstay Cup winners, JPS Cup winners, Sales House Champion of Champions winners.
1985: Sales House Champion of Champions winners, BP Top 8 Cup winners.
1986: JPS Cup winners, National Panasonic Cup winners, Iwisa Charity Cup winners, BP Top 8 Cup runners-up.
1987: Mainstay Cup winners, Ohlssons Challenge winners, BP Top 8 Cup winners, Iwisa Charity Cup winners, NSL Castle League runners-up.
1988: JPS Cup winners, Iwisa Charity Cup winners, Bob Save Super Bowl runners-up.
1989: NSL Castle League champions, JPS Cup winners, Ohlssons Challenge winners, BP Top 8 Cup winners, Iwisa Charity Cup winners.
1990: Castle Challenge winners, Castle Classic winners, Iwisa Charity Cup winners, NSL Castle League runners-up.
1991: NSL Castle League champions, Castle Challenge winners, BP Top 8 Cup winners, Iwisa Charity Cup runners-up.
1992: NSL Castle League champions, Bob Save Super Bowl winners, BP Top Eight winners, Coca-Cola Cup runners-up.
1993: Bob Save Super Bowl runners-up, Iwisa Charity Cup runners-up.
1994: BP Top 8 Cup winners, Iwisa Charity Cup winners.
1995 BP Top 8 Cup runners-up.
1996: Coca-Cola Challenge League champions, Iwisa Charity Cup winners.
1996/7: Castle Premier League runners-up.
1997/8: Rothmans Cup winners, Castle Premier League runners-up, Iwisa Charity Cup runners-up.
1998/9: Rothmans Cup winners, Iwisa Charity Cup winners, Premier League runners-up, Bob Save runners-up.
1999/2000: Bob Save Super Bowl winners, Vodacom Challenge winners.
2000/1: Vodacom Challenge winners, Castle Premier League runners-up.
2001/2: BP Top 8 Cup winners, Vodacom Challenge winners. _________________
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