Orlando Pirates and Kaizer Chiefs are the heartbeat of South African soccer - just as Simba FC and Yanga are the lifeblood of Tanzanian soccer, not forgetting the significance of Gor Mahia and AFC Leopards in Kenya. Of course, the two Soweto clubs have done a lot to elevate local soccer. Some argue that the two have sacrificed blood and sweat to take South African football to a level at which it is now the most commercially successful on the continent.Others point out the demise of the annual Charity Spectacular and argue that greed motivated the two clubs to kill the goose that laid the golden egg for domestic football in general.They argue that the Spectacular was destroyed to introduce a tournament designed only for them. The two clubs now rake in millions while the other 14 are left out in the cold.There is no doubt the Carling Cup is a unique concept that brings millions to the coffers of the two clubs and the organisers. But, instead of whining, when are the rest going to come up with their own innovations?Chiefs and Pirates conceptualised the now defunct Vodacom Challenge, to which they invited international teams.Mamelodi Sundowns - who invited FC Barcelona to a sold-out match not so long ago - proved that if teams put on their thinking caps, they can come up with exciting plans to market their brands.When are clubs ever going to come up with ideas that would entice spectators to attend games even when hosting Polokwane City or Mpumalanga Aces?The sad truth is that most are simply too lazy to think out of the box to ensure there are enough bums on seats.When are the so-called unlucky 14 going to stop their unhealthy reliance on the top two and stand on their own feet? When are they going to employ marketers who will establish and then promote similar competitions?What are they doing to ensure they attract decent crowds rather than wait for "manna from heaven" when either Chiefs or Pirates come calling?Some say today's game lacks personalities compared to Teenage Dladla, Jomo Sono, Junior Ngobe, Scara Njokweni, Mlungisi Ngubane, Zane Moosa and Scara Ngobese.But are they doing enough to scour the townships in search for similar talent ?I admit that today the stakes are higher, to the extent that clubs have developed a win-at-all-costs philosophy. They do not have time to develop future playing personalities.I might be wrong but rumours are rife that a couple of clubs could either fold or sell up their franchises before the end of the season. Some are said to be on the verge of bankruptcy, and a few more allegedly owe creditors and the PSL millions of rands.Expect denials all round but the whispers are getting stronger. Because our clubs have relied so heavily on fat pay cheques only when they host Pirates or Chiefs, some could become extinct for lacking ambition and marketing savvy...