MTN Eswatini has increased its investment in the Premier League of Eswatini (PLE) to E7.5 million for the 2026/27 season, up from E7 million last season, as the telecommunications company renews its commitment to the development of football and the wider sports ecosystem in the Kingdom.
The E500,000 increase was announced as MTN and the PLE officially launched the new season at MTN Headquarters in Mbabane on Wednesday.
Speaking at the launch, MTN Eswatini CEO Jerry Soko said the company’s long-standing partnership with the PLE was about more than sponsorship, describing football as a powerful platform for bringing Emaswati together and creating opportunities.
“Before I speak about football, let me speak about people,” Soko said.
He said MTN believes in investing in initiatives that connect communities, inspire people and strengthen a sense of belonging.
According to Soko, football has a unique ability to unite people across all four regions of the country, creating a shared passion and experience regardless of where supporters come from.
“That is why our partnership with the Premier League of Eswatini has never simply been about sponsorship,” he said.
Two Decades of Partnership
MTN and the PLE have worked together for more than two decades, making the relationship one of the country’s longest-standing corporate sports partnerships.
Soko said the partnership has witnessed the development of local football, the emergence of young players and the growth of strong club identities and fan communities.
He also highlighted the economic contribution of football beyond the playing field.
The sport, he said, supports livelihoods for families, vendors, transport operators, small businesses, content creators and others who participate in the football value chain.
“Our ambition is to help build a stronger, more sustainable soccer ecosystem that creates value for everyone involved,” Soko said.
He added that MTN wants to see clubs become commercially stronger while giving supporters more opportunities to engage with their teams.
Technology Driving Fan Engagement
MTN’s approach to football is increasingly focused on technology and innovation.
Soko highlighted the MTN PLE Fan Box, which was introduced earlier during the season launch by MTN Chief Marketing Officer Meshack, as part of the company’s efforts to enhance the football experience.
He said the initiative reflects MTN’s intention to create more inclusive ways for supporters to participate in and enjoy local football.
“Whether you are a young supporter experiencing local football for the first time, a lifelong fan following your club passionately, or someone engaging with the game digitally, our goal is to ensure there are meaningful ways for you to connect with the sport you love,” Soko said.
New Revenue Opportunities for Clubs
Another initiative highlighted by Soko was the MTN PLE Caller Tunes platform, which allows supporters to personalise their caller tunes with songs and chants associated with their favourite clubs.
Beyond fan engagement, the platform provides participating clubs with an additional revenue stream through supporter subscriptions.
“This is the kind of innovation we are passionate aboutsolutions that simultaneously strengthen fan connection while creating commercial opportunities for clubs,” Soko said.
Mbabane Swallows, Nsingizini Hotspurs, Mbabane Highlanders, Manzini Wanderers and Young Buffaloes are among the clubs already participating in the platform.
MTN is encouraging other clubs to embrace similar opportunities as it seeks to expand the commercial value of football.
Soko said MTN’s focus was not simply on increasing participation in football but on investing in the sport as an ecosystem capable of creating jobs, generating income, inspiring young people and contributing to national development.
He thanked the PLE leadership, clubs, coaches, technical teams, players and match officials for their continued commitment to the sport.
He also paid tribute to supporters, describing them as “the true heartbeat of the game.”
“Your passion is what makes Eswatini football special,” he said.
With its investment increasing from E7 million to E7.5 million, MTN has reaffirmed its commitment to the PLE while placing greater emphasis on technology, fan engagement and creating new commercial opportunities across Eswatini’s football economy.
“Let’s make this season one to remember,” Soko said.
