SAFA REFEREE PROPOSAL 2020

The evolution of football in Africa will be driven by the PARTNERSHIP
professionalization of key structures and referees sit at the PROPOSAL
centre of that. SAFA is on a journey and corporate
partnerships are key to achieve the goal to have the best
structures in the continent on par with global standards.

2 SAFA PROPOSAL

PARTNERSHIP Prepared for: CELL C
PROPOSAL
Errol Madlala
Pitch Sports Entertainment and Media (PTY)Ltd.
106 Coleraine Drive, Duxberry, Sandton
South AFrica, 2191

Statement of Confidentiality

This proposal and supporting materials contain confidential and proprietary business information of SAFA &
Pitch Sports Entertainment and Media. These materials may be printed or photocopied for use in evaluating the
proposed project but are not to be shared with external parties. All rights strictly reserved.

SAFA PROPOSAL 3

INTRODUCTION

SAFA.

Dr Danny Jordaan, SAFA President The South African Football Association was
incorporated on 23 March 1991, following a long
unity process intended to rid football in South Africa
of all its past racial division.
Football Association of South Africa (FASA), the
South African Soccer Association (SASA), the South
African Soccer Federation (SASF) and the South
African National Football Association (SANFA),
joined forces where the inaugural conference in
Johannesburg was chaired by Interim Chairman, Mr
Mluleki George, of the National Sports Congress
(NSC). The proposal for SAFA to apply for CAF
membership was taken at this congress.

A delegation from SAFA received a standing ovation
at the Congress of the Confederation of African
Football (CAF) in Dakar, Senegal in 1992, where
South Africa was accorded observer status following
its recognition by CAF in the same year. South
Africa’s membership of the world governing body,
FIFA, was confirmed at the FIFA Congress held in
Zurich in June 1992.
Behind the scenes, SAFA has worked long and hard
to provide the structures to take football to all
geographies of the South African community. There
are now national age-group competitions from under-
17 levels, more than 7,000 qualified coaches working
around the country and nine provincial structures,
who are further divided into 52 Regions. Regions
were planned in line with the changes made to
municipal demarcations by the Municipal
Demarcation Board.

A democratically-elected National Executive
Committee provides the strategic direction for the
Association. The Chief Executive Officer oversees
the running of a large staff operation.

4 SAFA PROPOSAL

ABOUT OUR SAFA REFEREES

We’ve had thirty years to build the

infrastructure to officiate from a top 8

league in the world as down to the

biggest league in Africa whilst exporting

talent to CAF and FIFA through great

management of referee structures in SA.

The SAFA Referees Programme is an
internally controlled and supervised
programme whose main objective is to
develop South African referees to the
highest possible level, locally and
internationally.
All association referees fall under the
direct supervision of the South African
Football Association and its affiliates

Governance
As part of its Vision 2022 plan, the
Association has streamlined its
governance structures, combining several
Standing Committees into clusters to
ensure better coordination and oversight
of its programmes. The National Referees
Committee (NRC) is part of the football
and technical cluster of committees that
includes the SAFA Technical Committee
and the SAFA Medical Committee.
All referee matters are overseen by the
NRC.

SAFA PROPOSAL 5

How We Operate Referees Department Key Strategic Natasha Tsichlas –Chairperson SAFA Referee
Objectives: Commette
The SAFA Referees Department
1. Development of referees to A National Development
The SAFA Referees Department is function at the highest levels of Plan as the strategy to revive
the operational arm of the SAFA the game; our success
Referees Programme, responsible
for the day-to-day implementation 2. Appointment of Referees for The National Development Plan (NDP)
and operational oversight of the operational duty in the Premier serves as a technical delivery plan for the
referees programme. Soccer League, development of the football in the country.
It consists of 7 workstreams that seek to
Positioning Statement of the 3. Appointment of Referees for place us consistently among the Top 3
Referees Department operational duty in the National football countries on the African continent
The Referees Department First Division, and the Top 20 countries on the FIFA
endeavours to become the foremost rankings.
refereeing department in the CAF 4. Appointment of Referees for
football family by ensuring that the FIFA sanctioned matches, The 7 workstreams are:
largest number of referees on the
CAF and/or FIFA panel are produced 5. Appointments of Referees for 1. National Football Philosophy;
in South Africa. CAF sanctioned matches,
The SAFA Referees Development 2. Talent Identification & Development
Programme (RDP) has long prided 6. Appointment of Referees for
itself in training some of the best International/local Friendly Pipeline
referees in the world as evidenced by Matches,
the continued selection of many 3. National Competitions Framework
South African referees to officiate at 7. Appointment of Referees for
continental and other competitions. SAFA Promotional League 4. Coaches – Training and Deployment
matches, and
5. Football Infrastructure and
8. Attainment of Operational
Control of all the Provincial Administration
Referees Appointment
Secretaries, 6. Deploy best technology

9. Training and development of 7. Sports Science and Medicine
referees at all levels of the
SAFA structure. transparency
in player movements across
provinces.

6 SAFA PROPOSAL

IMPACT OF THE REFEREE PROGRAMME

To feed into the NDP of the
SAFA VISION 2022, from LFA
to ABC Motsepe we have a
recruitment and
development system to
produce quality referees to
finally graduate to officiate
in the NSL’s two elite
leagues. The programme
also facilitate and supply
referee talent to CAF with
aspiration to get to the FIFA
level. The referee pipeline is
managed well and given
necessary training and
development. This has seen
the programme produce
international referees over
the last three decades.

National Referees Numbers

42 350 140 10 9

Registered Referees Pro Level Referees & Ass. FIFA Int. Assistant Refs FIFA Int. Referees

SAFA PROPOSAL 7

Our programme has 5 key projects focused on improving
the quality of football officiating and feeding the
refereetalent pipeline.

1 Inclusivity 2 Equity: Gender

It was found that prior to 2009, the training Project Equity seeks to accelerate the development
of referees was primarily geared to the of women’s referees using the highly successful
National Panel of Referees and that SAFA referee development model that has created
referees at a local and regional level was a great demand for South African referees all over
being left out. This project ensured the the African continent, in the Confederation of African
ongoing training and development of Football (CAF) and in FIFA competitions. This is the
members of the national panel whilst, training and development of female referees and
ensuring that the same training at the match commissioners/assessors. As an
same level of intensity was afforded to the organisational objective, this was a first in SAFA’s
nine provinces aimed at the SAFA quest to level the playing field in terms of the
Promotional Leagues (ABC Motsepe equitable devolution of training resources in order to
League, SAB Regional League and the have a greater footprint in women’s football
SASOL Women’s League). worldwide.

3 Phoenix: Instructor 4 Fitness

This programme was developed to re- In the past, many questions were raised about the level
train all of SAFA’s Referees Instructors of fitness of all referees in SAFA structures. The
whose skills had not been upgraded for Association embarked on a fitness upgrade
many years. The Association therefore programme with the objective of increasing the fitness
conducts courses on a regular basis to level of South African referees by adopting the FIFA
ensure that instructors are attuned to International Fitness Standard for Referees as the
the latest developments in the South African national standard. This means that all
evolution of the Laws of the Game and fitness testing is done using the FIFA Fitness Standard
other relevant areas of referee for International Referees and not the FIFA Standard
development techniques for National Referees.
Whilst this process may see some failures in the short
term, the objective is to raise the standard to enable
more referees to reach the international standard and
guarantee greater participation of South African
referees in international competitions. The same
standard applies to women referees and the
Association will provide the necessary support levels to
ensure that they succeed at this new standard.

5 Hector: Talent Pipeline
This is the institution of a Youth Development Framework in the form of a Provincial Youth Development Training Group
(YDG). All nine provinces have been tasked to formulate a panel of young referees, aged between 18 and 30 of which at
least 30% must be female (Project Equity).
This group will then be fast tracked and trained at the highest level of training and development available at the SAFA
Standard and where necessary at the FIFA Standard.
Once all the nine provinces have been subjected to their Provincial YDG, then the Association will formulate the National
Youth Development Training Group. This group of young referees will then become the feeder into the National Panel of
Referees, meaning that the mean age of all members of the National Panel of Referees will be significantly reduced over
time. It is estimated that the average age of a referee on the national panel of referees will be about 27 years in 2018.
The total number of women earmarked for training under this project is 30 women per province on the Provincial YDG
and at least 5 positions per province on the National YDG will be reserved for women

8 SAFA PROPOSAL

OUR ASSETS

The SAFA Referee Programme has key features where properly leveraged by partners can unlock great value.

League Referee Digital Enabled
Broadcast Administrators from grassroot

Branding and visibility on a A combination of dedicated and Data realiability is paramount to trust
national television platform that passionate volunteers, rural and and delivery of accurate fixures and
results uploads. Every player card
is viewd by over 19m unique urban co-ordinators with local contains player data that is verifiable
viewers on elite NSL and knowledge and trusted by clubs and
amateur leagues players alike to allocate and manage via MYSAFA App by referees.

referees.

Registration Data Social Media Branding

Every season at the referee @safa_net and other handles Referee kit branding at all
registration stage partners can insert are some of the biggest in SA competition are within partners
addition data request to accompany where SAFA and partners can rights which can be exercised. Also
the forms that are filed by referees or co-create a web platform linked included is perimeter branding at
to the referee programme and televised national team matches and
hand out marketing material.
their weekly activity. all SAFA competition finals.

SAFA PROPOSAL 9

Our passion and scale empower us to help your business
directly reach, engage and influence a large number of
consumers in both the elite and amateur leagues, leading
you to achieve your RETURN ON OBJECTIVES.

10 SAFA PROPOSAL

OUR SPONSOR MANAGEMENT PROCESS

Every season we
engage our partners
with a structured plan
to produce maximum
returns.

Partner Objectives Co-design The Activation Implementation Programming

The evolution of partnerships into The most critical step to create Where the rubber hits the road with
the future means that we as the the ROO culture is the co- implementatation is delivered
league must ensure return on creation of the marketing and through a joint SOC (Sponsorship
objectives for our partners. business plan by our teams as Operations Commette) which is
Therefore, there is a need to well as our agency partners. This driven by SAFA and partners. As
immerse ourselves in our seeks to ensure there is football experts we benefit a great
partners’ business ojectives and relevance of our partner’s deal from our partners’ expertise in
goals as an ongoing concern. Our messaging amonst our players, other functions which make the
commercial team will agree the fans and administrators. SOC strong in its delivery. This is
sponsorship objectives’s Creation of innovative supported by an army of regional
understanding and expectation in programmes that excite the administrators, co-ordinators and
the course of the relationship as players and fans as well as the provincial technical officers to
well as annual adjustments and improve the delivery of the deliver the running of the referees,
reviews. referee’s function in football and monitoring of performance and
supporting our partner’s activations.

SAFA PROPOSAL 11

At SAFA we continuously evaluate
and correct our programmes with our
partners to deliver. Our partner
objectives are at the centre of our
day-to-day operations in the referees.
Partners and their agencies are
involved though a sponsorship
operations commette (SOC).

Monitoring & Controlling Measuring & Evaluation Benchmarking & Reporting

The SOC meets monthly to Measurement is a tool for An introduction of reporting inputs
monitor the progress on the improvement. This will be a new by the
running of the league and report initiative that focuses on quantitative
on issues that cannot be resolved measure using the MYSAFA digital 1. administration unit led
by a regional operations body to platform as well as a qualitative view by the referee
the GM of Football Business to via a research specialist BMI to management team,
resolve. This is on all football and expand its review beyond exposure
commercial related matters. and value in the elite leagues but 2. the technical commette
As the SAFA Referee Programme into the amateur leagues as well. led by the head of referee
is an HQ run national operation, This evaluates internal delivery to as well as
the Head of Referees and the the NSL member and amateur
provincial secreataries ensures clubs, players and fans. This is were 3. brand and partner impact
that all stakeholders’ needs and we will evaluate partner activation led by the commercial
objectives are met and there are impact as well as ensuring year on team.
concequences for non-delivery. year improvement.
This will assict in the benchmarking
against other federations in SA and
other football MAs across the world
if our delivery meets the global
standards.

12 SAFA PROPOSAL

*Assisntant Referee Zakhele Siwela at the 2018 FIFA World Cup

OUR REFEREE DEVELOPMENT TEAM

Our team has years of
experience in administration and
referee development to produce
top match officials.

The FIFA 2010 World Cup left a skill legacy where SAFA operatives get invited to assist FIFA as well as other confederations
like CAF, UEFA etc when hosting major tournaments. This has been useful when SAFA has to deliver its own programmes with
continuous experience gained. As a high performer in the continent, development workshops are often hosted by SAFA to assist
the upskilling of other member association in administration, coaching, referees etc. Our team is lead by FIFA accredited
administrators and instructirs to deliver referee development programmes for the leagues and rights to partners. This cascades
down to provincial and regional level through continuous training interventions for administrators and referees to improve their
skills and get recognized accreditations across CAF and FIFA.

SAFA PROPOSAL 13

International Level
Level 6-7
Level 5
Level 1- 4

Referee Levels

1(Basic) to Level 7 (Highly experienced).

There needs to be a period of time between writing the various levels of competence and understanding of
the Laws of the Game in order to allow for practical, on-the-field experience to be obtained by the referee and
a recommended time period for writing examination levels is suggested below.

The responsibility for administering and undertaking the examination sessions at the various levels is as
follows:

Level responsibility recommended year of writing

1 Local Football Association Year 1
2 Local Football Association Year 1
3 Regional Year 1
4 Regional Year 2
5 Provincial Year 3
6 National Year 4
7 National Year 5

14 SAFA PROPOSAL

CASE STUDIES

O2 Matchday lets O2
armchair England
rugby fans listen to O2, proud sponsor of the RFU and England Rugby, launched O2 Matchday,
the ref in real-time a new free app featuring Ref!Link (a live feed from the referee's
microphone) that brings all the thrills and spills of England rugby action live
*IAB Creative showcase award from Twickenham, directly to fans' phones across the UK.

How It Worked

The app also features exclusive content, including behind the scenes video,
match reports, live commentary and a live stream of the post-match press
conference.
Prior to each home game, fans can get a match preview to find out how the
teams line up head to head, which players to watch out for, and get more
information on the match referee. On match day morning, fans can then
watch an exclusive pre-match interview with England team management,
including Stuart Lancaster, to hear thoughts and comments on the
upcoming game.

SAFA PROPOSAL 15

After the success of the mobile version, a tablet version
was released with extra functionality including interactive
in-match timelines and video.

Outsurance

An insurance brand embarked on a campaign to align
its sponsorship of rugby referees and added the biggest
sport in South Africa, football.
This was the 1st time football referees had sponsorship

The SAFA Referee and the campaign was developed at the backbone of SAFA
Programme provides a Referee Programme sponsorship of a 40 000 plus strong to
platform for a challenger identify, train and develop young amateur referees and create
Insurance brand to brand visibility with top broadcast property, the PSL.
make a big impression
amongst consumers. The programmes has been well executed in partnership with the
SAFA, albeit it has run into legal issues which has been well
ventilated in the media. This awaits arbitration to clarify the
authority once and for all.

Impact
Over R23m monthly average exposure* through
broadcast with distinctive brand colours creating an
unpresidented return the 1st time referees are
sponsored. This has also created a platorm for
further referee development with potential to
launch the VAR (Video Assisted Referee) to align
South Africa with other top footballing nations as
well as creating further exposure and value judging
on how central VAR has been in the outcome of
games and broadcast opportunity.
The campaign been a factor in improving brand
awareness for Outsurance amongst black
consumers.

16 SAFA PROPOSAL

RIGHTS PACKAGE HIGHLIGHTS

SAFA Partnership will provide Cell C with an unparalleled opportunity to
deliver the objectives to be recognized as the “innovative challenger
network” through the leverage of the SAFA Referees’s scale as well as
bringing technological innovation to the elite league referee execution
on the broadcast platform.

1. SAFA Referee Programme Naming Rights

Description:

The programme will be known as the Cell C Referee Programme or any other agreed term by the
parties, with unlimited branding rights on the match kit and at all its events. All references to the
referees to be attributed to Cell C in media and official SAFA documents.

• Right to be recognised as Official SAFA Referees Sponsor
• Right to use SAFA Logos
• Shirt branding on the referees aligned to FIFA guidelines across all football levels in SA
• Creation of a football referee week for training and recruitement
• Broadcast rights with SABC in all amateur matches

2. MYSAFA REFEREE Naming Rights

Description:

MYSAFA (the football management system) provides a fixture and results services to leverage
the following rights;

• Naming the referee portal in the system as CELL C MYREF or any other term agreed by the

parties.

• Branding on all the referee cards issued and registration.
• Access to the database of referees and players.
• Rights to insert data input points at referee registration and training
• Rights to activations via referee skill workshops

SAFA PROPOSAL 17

3. SAFA Events Branding Rights

Description:

SAFA sponsorship family rights at major SAFA events affords CELL C the rights to;

• Presidential and VIP Tickets (at all national team matches)
• General stand tickets to senior national team matches
• Facilitation of Hospitality Suite
• Activations opportunities and various branding rights
• STATIC or digital perimeter board branding at all national home matches and home training

sessions

• Adverts in all national Home Match Day Programmes, and SAFA Annual Report
• Golf Day 4 ball
• SAFA Awards table

4. SAFA DIGITAL REF Activation Rights

Description:

The current referee technology allows sharing of key decisions and outcomes which can be
utilised as digital engagements tools. The activation rights are as follows;

• Develop a goal monitor for CELL C subscribers to be privy to decisions.
• Host training seminars for fans with referee training schedules.
• Create online polls on the decisions
• Content genersations with Monday TV shows develoing the referee decision features

18 SAFA PROPOSAL

SAFA REFEREES IN THE COMMUNITY

Young Money
referees
excel at This is according to SAFA’s Referees’ Head of Department, Tenda
this Masikhwa, who expressed his delight over the quality of officiating which
year’s has been on display at this year’s Sanlam Kay Motsepe Schools Cup
Sanlam football tournament which took place at the University of the Free State in
Kay Bloemfontein.
Motsepe Masikhwa was referring to the young up and coming talent in 14-year old
Schools Joseph Makgoga, Cherith Johnson, 15-year old Neo Zwane and 17-year
Cup olds Nontobeko Ngobese and Synthia Vaaltyn, in whom he was not shy to
mention that they have been outstanding in all of the matches they were
given a platform to serve in.

All of the above-mentioned young referees served as assistant referees at
this year’s Sanlam Kay Motsepe Schools Cup football tournament which
came to an end on Friday.
“All these young referees we brought in this year’s Sanlam Kay Motsepe
Schools Cup football tournament have been outstanding in their
respective LFAs and we thought it wise to help fast track their
development by bringing them in to serve on a bigger stage,” Masikhwa
said.

SAFA PROPOSAL 19

“In this school football tournament, R1 million was up for grabs as the
first prize money and everything had to be at its highest standard, match
officiating wise. I must say that I am extremely happy with how things
went and that these young referees are certainly on the right track in their
development.”
Masikhwa also mentioned that he was pleased with how Makgoga, who
served in the 3rd/4th place playoff Kay Motsepe Schools Cup match
between Khula High and John Ramsey match on Friday afternoon,
carried himself in that tie; adding that the young lad from Alexandra
continues to grow in leaps and bounds in his role as an up and coming
assistant referee.
This was for second time young Makgoga was serving in a 3rd/4th place
playoff match in a national tournament, following his fine display in last
year’s SAFA U19 Women’s Regional League Women’s Championship
which took place in October at the Nike Football Training Centre in
Pimville, Soweto.
“The boy has been really consistent in all of the matches he has served
in and I believe he will continue to grow from the level he is in now.”

-End

THSWANE BULLETIN
- 10 SEPT 2019

20 SAFA PROPOSAL

PARTNERSHIP FEE

CELL C REFEREE SPONSORSHIP

Proposal date • 2020/2021 R18.0m
03 / 07 / 2020 • 2021/2022 R19.2m
• 2022/2023 R20.4m
*Assumes a 6,5% Annual CPI • 2023/2024 R21.7m
• 2024/2025 R23.2m
R102.5m
5 YEAR PARTNERSHIP

Address Chief Executive Officer HOD: Brand & Commercial

76 Nasrec Road Tebogo Mothlante Darryl Coutries
Johannesburg, RSA +2776 489 1418 +2782 572 3364
2000

www.safa.net

SAFA PROPOSAL 21

NEGOTIATIONS TIMELINE

SAFA REFEREE PROGRAMME SPONSORSHIP

1. CELL C LETTER OF INTENT - 19 JUNE 2020
2. SAFA PROPOSAL - 6 JULY 2020
3. CELL C-SAFA NEGOTIATIONS - 6 – 31 JULY 2020

Errol Madlala
MD: Pitch Sports Entertainment and Media (PTY) Ltd
106 Coleraine Drive, Duxberry, Sandton South Africa

M +2782 921 7434
E: [email protected].