By Foday Moriba Conteh
Leone Rock Metal Group (LRMG) has once again solidified its role as a key stakeholder in the development of Sierra Leone football by signing a sponsorship agreement with the Sierra Leone Premier League Board (SLPLB). On Friday, November 22, 2024, a ceremony at the Radisson Blu Hotel in Freetown marked the announcement of a $150,000 sponsorship package for the 2024/2025 Leone Rock Premier League season. This commitment underscores LRMG’s dedication to elevating football in Sierra Leone while promoting unity and fostering local talent.
Speaking at the signing ceremony, Mohamed S. Daffae, LRMG’s Human Resource Director, highlighted the company’s vision for Sierra Leone football. He emphasized that the sponsorship goes beyond financial support, representing a profound commitment to nurturing young talents, strengthening the league and positioning it as a beacon of excellence across Africa.
“This moment is not just about a signing,” Mohamed S. Daffae remarked. “It is a testament to our shared vision and passion for football in Sierra Leone. Leone Rock is committed to building on the extraordinary talent, electrifying matches and the passionate fan base we witnessed last season.”
Mohamed S. Daffae extended gratitude to the Ministry of Sports, the National Sports Authority (NSA) and the Government for their ongoing efforts to foster a conducive environment for private-public partnerships. He praised the pivotal role of these stakeholders in advancing the growth of football, emphasizing their significance in the league’s continued success.
“To the players, you are the stars that make this league shine. To the coaches, staff and organizers, your dedication keeps this dream alive. And to the fans, your unwavering support is the heartbeat of this league,” he concluded.
Emmanuel Saffa Abdulai, Executive Director of the NSA, described the sponsorship deal as a historic milestone for Sierra Leone’s football. “This is the most significant private sector investment in Sierra Leone’s football history,” he asserted, highlighting the Government’s previous efforts to fund the league while calling for increased private sector participation.
“Football is a multi-billion-dollar industry globally and to reap similar rewards, we must invest heavily,” Emmanuel Saffa Abdulai stated. He further commended Leone Rock for stepping up to fill a critical gap, urging other private sector players to follow suit.
Emmanuel Saffa Abdulai also called for reforms in the management of the Premier League to ensure sustainability and professionalism. He stressed the importance of restructuring the league to emulate successful models like the English Premier League, which operates as a self-sufficient corporate entity.
“The Premier League must be restructured to generate revenue and thrive independently,” he stated. Emmanuel Saffa Abdulai also announced plans to establish a Sports Development Fund aimed at attracting additional private sector investment into sports.
Thomas Daddy Brima, President of the Sierra Leone Football Association (SLFA), expressed optimism about the future of football under this new partnership. He highlighted the unprecedented nature of Leone Rock’s sponsorship, describing it as a giant leap for Sierra Leone football.
“Leone Rock is setting a pace that others should emulate,” Thomas Daddy Brima maintained. “Their commitment is an example of how corporate entities can support the development of sports.”
Thomas Daddy Brima also reflected on Sierra Leone’s failure to qualify for the Africa Cup of Nations (AFCON), emphasizing the need for unity and collaboration among stakeholders to improve the country’s football landscape. He urged the SLFA and other stakeholders to ensure professionalism and deliver value to Leone Rock, noting the potential for future sponsorship growth.
“If we give Leone Rock the visibility they need, this $150,000 sponsorship could grow to $500,000 in just two years,” he projected.
Salim Sillah, Chief Technical Officer of Leone Rock Metal Group, emphasized the importance of accountability and transparency in the league’s operations. He urged the Premier League Board to prioritize detailed closure reports, explaining that these reports are essential for evaluating the impact of investments and guiding future sponsorship decisions.
“This Premier League sponsorship is an opportunity for Leone Rock to contribute to the nation’s development through football,” Salim Sillah stated. “Football transcends politics, race, gender and religion, uniting people in shared moments of joy.”
Salim Sillah also called for improved financial management and operational transparency to attract even greater investments in the future. He concluded by reaffirming Leone Rock’s commitment to supporting the league, with hopes of transforming it into a regional powerhouse.
The keynote address by Minister of Sports, Augusta James Teima underscored the Government’s commitment to sports as a vital driver of national development. She expressed gratitude to Leone Rock Metal Group for their continued investment and highlighted football’s potential to inspire unity, foster youth engagement and create job opportunities.
“Sport is life. It is not just recreation but a pillar of national development,” Minister Augusta James Teima declared. She reassured stakeholders that the Government is deeply investing in creating opportunities through sports, with a focus on job creation and human capital development.
Augusta James Teima also acknowledged the challenges facing Sierra Leone football, including the recent AFCON qualification disappointment. However, she called for optimism and renewed efforts to achieve greater milestones such as qualifying for the FIFA World Cup.
“We must rise above setbacks. Together, we can achieve remarkable feats,” she urged, emphasizing the need for constructive criticism and collaboration among all stakeholders.
The ceremony highlighted the transformative potential of the Leone Rock sponsorship, not only for football but for Sierra Leone as a whole. It underscored the importance of partnerships between the private sector, Government and football stakeholders in advancing the sport.
Leone Rock Metal Group’s $150,000 sponsorship for the 2024/2025 Premier League season is more than just financial backing; it is a commitment to fostering unity, professionalism and excellence in Sierra Leone football. As the new season approaches, stakeholders are optimistic that this partnership will inspire growth, generate opportunities and position the Premier League as a source of national pride and international recognition.
