The football world is a natural area for sponsorship as it carries very strong images, has a mass international audience, and appeals to all classes (Ferrand & Pages, 1996). The football industry has therefore become a multi-million dollar industry. Football brands have emerged as global brands with organisations such as Real Madrid Football Club of Spain and Manchester United of the United Kingdom developing wide support across the continents to become arguably the world’s most famous and richest sporting teams (Forbes Magazine, April 2010). This growth in popularity and exposure has triggered high interest amongst sponsors as they seek international brand awareness. When it comes to Africa in general and Zimbabwe in particular, football is not big business. Why ? This book answers the why part.