Media build clubs’ brand: Guidelines on media operations have assisted Spanish clubs grow their brands

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Tour of La Liga: Journalists accorded necessary information thereby improving the image of league and clubs

Kenyan Premier League (KPL) clubs will do well to learn how La Liga has tapped the power of media to develop their outfits into powerful brands.

In a seminar organised by La Liga for the KPL club chairmen, a set of rules and regulations outlining unified engagement with the media are distributed to all clubs. Failure to comply attracts sanctions to the club.

On match days for instance, clubs are required to distribute line-ups 75 minutes before the beginning of a match to allow the production of television graphics.

“The sheet must include the number, full name and nickname (if applicable) of a maximum of 18 players, as well as the coach of the team,” LaLiga guidelines state.

“The first 11 players of his list will be the starting line-up, and the others will be designated as substitutes.

“The press managers of the clubs must verify that the names of the players are written correctly. Clubs will provide the position of each player in the diagram provided on the standard Match Sheet for the benefit of television viewers.”

This contrasts with the KPL where media covering their matches agonise over team line-ups.

It tends to improve only during televised matches. During the recent club licensing process in Kenya, one of the requirements was that clubs enlist media managers.

Despite most of the clubs demonstrating they had media managers, Kenyan media still have challenges accessing club information.

Even in this digital age, accessing KPL match information from clubs is a far cry of La Liga requirements.

In Spain, regulations state: “La Liga will provide a unified Match Sheet for all matches in the competition, thereby improving the handling of the competition brand and providing a uniform image.”

It adds: “The press managers of the clubs must verify that the names of the players are written correctly. Clubs will provide the position of each player in the diagram provided on the standard Match Sheet for the benefit of television viewers.”