Mark Namanya
3 July 2011
Before the advent of the Moses Golola phenomenon, it is true that hardly anyone knew a thing about the sport of kickboxing.But after his Friday victory over Abdul Qadir Rahim, the profile of the sport has now ventured into colourful waters. Thanks to the self-styled ‘No joking subject.’
Golola has not just turned himself into a larger-than-life brand; he has elevated a sport that hitherto no one really cared about. He has become the emperor of a new kingdom, the actor of a blockbuster movie.
Ask for another name in Ugandan Kickboxing and the chances are that you will not know the fighter. Judging by the numbers of people who made their way to Hotel Africana for his one-sided, if not hyped triumph, it was clear that he has tickled fans.
Sport in this country is awash with stories of in-fighting, wrangling and clash of egoistical individuals. For many, Golola is the clown to enliven their entertainment that is sport. He talks with a bravado that makes you not ignore him.
He has built this image that is hard to miss. Golola has used the social media to enhance his brand to good effect and has a creative team that is evidently devising new means of enlarging his mushrooming profile. The 31-year-old chooses his words carefully and always retains a brazen humour about him.
Golola’s clownish loud mouth in some ways evokes US boxer Floyd Mayweather. When ‘Pretty Boy’ talks, you can’t ignore him. He riles and appeals in equal measure and as such, several fans attend his bouts wanting him either to win or lose.
Golola similarly managed to attract an impressive crowd because he had as many fans as detractors. You can be certain the Golola phenomenon will not be taking a back seat after Friday. His marketing team is now thinking deep how to gain momentum from the Qadir win and the thousands of fans he has won over in the last few months.
He will continue making impeccably timed appearances at basketball games and other social functions to win over more crowds and goodwill.
Most importantly though, Golola must know that he can only build that burgeoning brand by winning fights in and out of Uganda.
AllAfrica – All the Time