Primo Vows On Affordable, Accessible On AmaZulu Jerseys
Primo Sports managing director Gian Chidoni has stated that a key aspect of their partnership with AmaZulu is ensuring the accessibility and affordability of their jerseys for fans.
Primo, a Durban-based brand, recently joined forces with Usuthu last week Monday, signing a five-year deal to become the club’s apparel sponsor. This replaces Umbro, who had been Usuthu’s kit sponsor for the past seven years.
“We want our AmaZulu brand to be more accessible,” Chidoni told Sportswire. “Our manufacturing capabilities and understanding of the industry will help us create a range that is more affordable for AmaZulu supporters. Anyone can make an AmaZulu product because fans want to identify with the team. Our focus is on accessibility and affordability.
“The second phase involves leveraging Clothing Junction, another partner within our group, to distribute the supporters’ range to more areas in KwaZulu-Natal and other provinces. Clothing Junction has a national presence, with numerous stores in KZN, Gauteng, and other regions like Soshanguve, Orange Farm, the Western Cape, Limpopo, and Mpumalanga. Once the initial phase is successful and the merchandise is well-received, we can expand our reach even further.”
In an innovative move for the third alternative kit, Primo and AmaZulu are offering fans the opportunity to design the jersey, with a R10,000 prize for the winner. Submissions close on 19 May, public voting will take place from 19-30 May, and the winner will be announced on 6 June.
“Both parties will create a shortlist of the top three designs that align with the club’s and our brand,” explained Chidoni. “These shortlisted designs will then be put to a fan vote. The final decision rests with the supporters; they will choose their preferred design. We will open the poll after the shortlisting process.”
While many in South Africa might only recognize Primo as the second Betway Premiership kit sponsor for AmaZulu, the brand also has partnerships with several clubs in Eswatini and Lesotho.
“We currently sponsor five clubs in Eswatini: Nsingizini Hotspurs, Mbabane Swallows, Young Buffaloes, Royal Leopards, and Illovo. These include four of the top five teams in the league,” Chidoni noted.
“The brand has been well-received there, growing from one initial partnership to several others. Our product quality and our ability to offer affordable replicas to supporters have been crucial to these relationships and our success. We also sponsor a team in Lesotho called Majantja and are in discussions with other brands. Of course, AmaZulu and Magesi are our most prominent partnerships here.”
Magesi, also sporting the Primo brand, made headlines in South African football in November by defeating Mamelodi Sundowns in the Carling Knockout Cup final under the guidance of Durban-born coach Clinton Larsen.
This achievement was remarkable for Magesi, who had only been in the topflight for four months after gaining promotion by winning the Motsepe Foundation Championship the previous season.
Chidoni acknowledged that Primo’s brand has significantly grown since then. “We have gained considerable exposure,” Chidoni admitted. “The Magesi story is unique. Their promotion and our partnership with them in the Motsepe Foundation Championship was amazing. Their cup victory, especially with a Durban coach at the helm, made it even sweeter. We have a strong relationship with the Magesi management and CEO.”
Interestingly, besides the dominant Mamelodi Sundowns, who have won their last five league matches along with winning the Betway Premiership title, Magesi is the only other team to have won four of their last five league games (with the other being a draw), positioning them well to avoid relegation.
“They could still potentially sneak into the top eight, but they are currently closer to the bottom,” Chidoni chuckled. “The arrival of the new coach [Owen da Gama] has stabilized the team. It’s challenging for players to remain grounded after such early success in a long season.”
