Mt. Cameroon race: Nexttel steps in as Guinness tipped to quit sponsorship

By Mua Patrick Mughe in Yaounde

Leading and highly innovative telecommunications company, Nexttel, has weighed in as one of the partners of the Mt Cameroon race of Hope, an annual footrace which takes place up and down Mount Cameroon in Buea. The telecom company, which first launched the 3G network in Cameroon, was conspicuously present during the 2016 test race organised in prelude to the main event scheduled for February 20.
Already, speculations are rife that the name of the race which in the past was tagged “Guinness Mt Cameroon race of Hope” after its main sponsor Guinness Cameroon S.A, could now be changed to give credits to other sponsors that have come on board. At the moment, it is unclear whether Guinness Cameroon will continue its sponsorship deal with the organisers of the annual athletics fiesta. The absence of Guinness Cameroon officials at last week’s test race in Buea remained conspicuous. Sources say the giant brewery company might have backed out of the race due to organisational lapses recorded in the past two years since it made its comeback.
Guinness Cameroon began their role as main sponsor of the race as far back as 1973 when the race first took place. After several years of successful organisation, the brewery company for some unknown reasons later surrendered the control and organisation of the race. In 2005, some twelve (12) local organising committees in the South West Region, the Cameroon Athletics Federation and the Ministry of Sports and Physical Education assumed the management and organisation of the race.
Guinness Cameroon staged a comeback in 2014 .The company’s Managing Director, Ugandan born Baker Magunda had told reporters in Buea that a three year partnership deal had been reach between the Athletic federation and his company. Though the deal is yet to expire (in August 2016), observers are already speculating that the sponsor might have abruptly terminated the contract due to the manner in which the race had been managed in recently. Several organisational lapses have been recurrent.  
At a press conference last year in Buea, Guinness Cameroon’s Managing Director had said; “we are committed to sponsor this race for three years. Next year (referring to 2016) marks the 3^rd year of the contract we signed with the Olympic committee and the Ministry of sport and physical education. The outcome of the race this year and next year will determine our stay and commitment to the deal.” With this statement in mind, observers are already interpreting the lukewarm attitude from Guinness this year to mean last year’s business in the mountaineering showpiece was surely short of their expectations.
Last year, just like in previous editions, participants had complained of organisational lapses ranging from omission of the names of some athletes from the list, delays in conducting medical on participants, unexplained reduction in racers’ bonuses, etc. After the race, winners of both the male and female categories went virtually in tears before officials of the athletics federation for their prize money to be paid after torturing the limbs.
Accosted by reporters last weekend during the test race in Buea, the National president of the Cameroon Athletics Federation, Motomby Mbome Emmanuel who doubles as the first deputy mayor of the Buea council, was equivocal on his response as per the state of affairs related to Guinness’ continuation with the sponsorship deal. He was rather quick to explain that apart from Guinness, a media and marketing consultancy, ACMAR media, with which they recently penned a deal, was working relentlessly to bring many more companies on board for sponsorship.  This is an issue to wait and see.
Due to ongoing rehabilitation works at the Molyko omnisport stadium, traditional venue for kick off of the race, this year’s edition, we gathered, will begin from the ceremonial ground at Bongo Square.