Alliance Insurance invests M11m in football, expands sports support
TEBOHO LEBESA
MASERU – Alliance Insurance has reaffirmed its position as a leading corporate supporter of sports in the country by announcing a major three-year, M11 million sponsorship deal for four Premier League clubs – Lioli FC, Matlama FC, LCS FC and Linare FC. This landmark investment continues the company’s 15-year legacy of elevating football and other sports across the Lesotho.
Alliance Insurance’s commitment to football dates back over a decade, during which it has played a pivotal role in professionalizing the sport in the country. The company was the first to introduce player salaries and educational support in local football, setting a new standard for club operations.
“Alliance-sponsored teams were the first in Lesotho to offer player salaries and educational support. We are proud to lead that change,” said Mohapinyane Taole, CFO at Alliance Insurance during the signature of the renewed sponsorship deal.
This new M11 million investment will further strengthen the four clubs, ensuring financial stability, improved facilities, and better opportunities for players.
While football remains a key focus, Alliance Insurance has also invested in basketball, athletics and traditional sports, demonstrating a holistic approach to sports development.
The company has sponsored the Lesotho Basketball Association, funding tournaments and youth development programmes. The Alliance Insurance Basketball Championship became a key event in the national calendar, increasing participation and visibility for the sport.
Lesotho’s long-distance runners have gained international recognition, and Alliance Insurance has contributed by sponsoring events like the Maseru Marathon. This support helps nurture future Olympians and promotes a culture of fitness nationwide. Alliance has also backed horse racing, initiatives that help preserve cultural heritage while boosting tourism.
Sports development in the country relies heavily on private-sector investment. Alliance Insurance’s approach provides a blueprint for how businesses can make a lasting impact, being financial stability, grassroots development and national pride. This is meant to ensure that clubs and athletes can focus on performance, build pathways for young talent and elevate Lesotho’s reputation in regional and international competitions.
With this M11 million Premier League sponsorship, Alliance Insurance is doubling down on its commitment to football while continuing to support other sports.
Alliance Insurance’s model proves that corporate sponsorship can transform sports. Other companies in Lesotho are encouraged to follow suit, whether through sponsorships, infrastructure projects, or athlete scholarships.
From pioneering professional football to uplifting basketball, athletics, and cultural sports, Alliance Insurance remains a driving force in Lesotho’s sports evolution. The new M11 million deal is not just an investment in four clubs – it’s an investment in the future of Basotho athletes and the nation’s sporting pride.
The impact is undeniable, so far 13 national Premier League titles have won by Alliance-backed teams, thousands of young athletes have been supported through grassroots programmes and enhanced professionalism in club management and player welfare have been ensured.
As the partnership unfolds, fans can expect stronger teams, more opportunities for players, and a thriving sports ecosystem – all thanks to sustained corporate support.
