Innocent Kurira –Zimpapers Sports Hub THE Castle Lager Premier Soccer League (PSL) has seized the opportunity presented by the 2024 Zimbabwe International Trade Fair (ZITF) in Bulawayo to aggressively market its brand and forge strategic partnerships aimed at advancing the development of local football. Speaking from the PSL’s exhibition stand, the league’s communications officer, Kudzai Bare, said the ZITF presents a rare and vital platform for direct engagement with stakeholders ranging from fans to corporate sponsors. “We are here at ZITF to promote and market local football. It gives us a unique chance to communicate directly with our sponsors, potential partners, and most importantly, the fans — who are the lifeline of football,” said Bare. The ZITF, which runs until Saturday under the theme “Industrialisation: Crafting an Integrated Economic Landscape,” has attracted participants from key economic sectors including mining, energy, ICT, agriculture, and services — a landscape the PSL is keen to tap into. The league sees this prestigious platform as more than just a branding opportunity. According to Bare, it is also about strategic learning, idea exchange, and business development. “It’s important for us to form partnerships that can help us grow the game. We also want to learn from corporates here — not just about football, but how they structure their business models and sustainability strategies,” she said. The PSL stand at the ZITF features interactive elements designed to create a memorable fan experience, including archive match footage, the league’s historical milestones, and branded giveaways. As the league continues to explore new avenues for growth and innovation, its presence at ZITF reflects a wider ambition to transform the PSL into a commercially competitive product. “This is about visibility, but also about growth. We want to spark conversations around the future of the game, engage with fans, hear their feedback, and gather insights from businesses and sponsors,” added Bare. Earlier this year, the PSL conducted a series of stakeholder workshops aimed at aligning the league’s direction with expectations from clubs, fans, and partners. Their ZITF participation is a continuation of that drive to build a connected football ecosystem. “Ultimately, we want people to be excited about PSL football again. We want them to feel something when they see our brand. This is about laying the foundation for partnerships that will help us make our league better,” Bare said. As Zimbabwe’s flagship league, the PSL’s push to integrate more deeply with the business community could prove crucial to its long-term sustainability — especially in an evolving sports landscape where commercial support increasingly shapes competitiveness and fan experience.