The management of Cellcom Telecommunications, Inc. (Cellcom) and the Liberia Football Association (LFA) have announced the extension of its partnership to support the development and promotion of Liberian football. As part of the new arrangement, the National Leagues will now be titled "The Cellcom National Leagues."
The announcement was made at a joint press conference held at the Mamba Point Hotel in Monrovia on Monday, October 22, 2013. Under its new partnership arrangement with the LFA, Cellcom will continue to sponsor the LFA's National League and all other nationally based football leagues organized by the LFA. The move is intended to develop the next generation of Liberian football stars and ultimately has a goal to build a stronger national team. With the signing of the new partnership agreement, particular emphasis will be placed on nurturing the talents of the league's most promising players and providing them the leverage necessary to represent Liberia on the global scene. Since its establishment, the league has helped to discover the talent of many of Liberia's football legends and in recent times, promising stars such as Mohammed Varney, Trokon Myers, and Nathaniel Sherman have been brought to the spotlight as a result of their participation in the national leagues. The Chairman of Cellcom's Board of Directors, Mr. Avi Zaidenburg, highlighted that Cellcom remains as committed as ever to promoting football in Liberia. He underscored Cellcom's long support of the LFA and said that it remains an important tool for peace and reconciliation. Mr. Zaidenburg said: "When the relationship between Cellcom and the LFA began 3 years ago, we had a firm belief that football was the one activity in Liberia which brought people together from all walks of life and had the propensity to support peace, reconciliation and stability in Liberia." He revealed that the total sponsorship package for the National League is US$650,000, with US$585,000 in direct sponsorship and an additional US$65,000 in promotions. Mr. Zaidenberg also shared with the audience at the well-attended program that Cellcom's support was part of a long term strategy to ensure the continued improvement of the National Leagues.
Zaidenberg noted: "the renewal of our Sponsorship is a reflection of the benefit we believe it brings to our business. It is also a reflection that we believe that with the right support the Clubs in the Cellcom National League can go further and do better just as we believed way back in 2010." With the extension of the agreement, Cellcom is making an additional three year commitment to the promotion and development of football in Liberia. For its part, the Liberian Football Association through its President Mr. Musa Bility, welcomed the continued involvement of Cellcom in the National League. Mr. Bility said that the extension of the Cellcom partnership was welcomed. He acknowledged that Cellcom had been a great strategic partner with the LFA for several years and that the support Cellcom continues to provide was essential to the continued growth and development of football in Liberia. Mr. Bility said that he was confident that with the extension of Cellcom's support, the National League would rise to new levels. "The support that we continue to receive from Cellcom will help us to truly transform football in Liberia," Mr. Bility said. The Liberia Football Association's National League is a soccer event that is hosted annually since 1936. This competition is one of the prime football attractions in Liberia and draws teams from across the country to compete for prizes and elevation into higher levels. The two strongest teams in the Division One level of the National leagues are Barrack Young Comptroller Football Club (BYC - FC), and Liberia International Corporate Ship Registry Football Club (LISCR FC). BYC is the current holder of the Championship title.