Is it poor sport marketing or unattractive league?
Sport
Botswana football has experienced transformation in the last few years with the league being able to attract significant sponsorship deals. Despite the league attracting lucrative sponsorship deals, the same cannot be said about the clubs, as they continue to face severe financial difficulties season after another. Staff Writer ALFRED MASOKOLA offers insights on how Botswana football fraternity can make a huge leap in creating new sources of revenues.
Botswana’s economy is classified as middle upper economy and has performed significantly well since the country gained independence. Between 1980 and 1990 Botswana had one of the fastest growing economies in the world with growth averaging over 10 percent per year.
Today, Botswana still has a stable economy, but surprisingly some neighbouring countries with inferior economy have managed to attract sponsors from the corporate world to pour money into their football fraternity, which has helped to surge the standard football and players’ welfare.
TV rights deal
The world over, TV rights have taken centre stage as one of the largest source of revenue in football and other sporting activities. In today’s world no matter the good attendance, gate takings cannot cover the cost associated with running football clubs.
There was an attempt to construct a meaningful TV deal with both Botswana Television (Btv) and Super Sport but ultimately, the deal brought nothing substantive forward. Btv is a television owned by state, which should be an easier partner to convince to splash money on local football.
Currently Btv pays BPL P6 million as television rights to broadcast the league games. Since 2008, government has spent over P100million in constituency football, a handsome amount but hardly with visible gains on the ground.
Assuming that such amount was spent on professional football since 2008, huge progress would have been observed. Botswana Premier League can astutely convince government through Btv to purchase TV rights at a lucrative price, say, P40 million per season.
Like in the English Premier League, the amount will then be distributed in a strategic manner; P20 million being shared equally by the 16 clubs, while the other P20 million is divided based on merit, thus each team’s position on the log in the preceding season.
This will not only improve the standard of the league, or benefit the football players alone-it will also be a plus for the government since it will create new jobs in clubs’ office administrations. The BPL will then have to introduce mandatory development leagues for all 16 league teams.
Sponsorship
The biggest sponsorship in local league history was a P15 million deal with network giant beMobile in 2008. The deal was later extended on improved terms in 2011, and 2014 with the sponsor splashing P24 million and P30 million respectively. So far, the beMobile deal has a worth of P69 million over a period of 9 years.
This is a good development for the league, however the same cannot be said about individual clubs. Very few have managed to secure sponsorship, and most of the time the deals are not lucrative. Township Rollers has secured a deal with Capital Bank for an undisclosed fee, similarly with Mochudi Centre Chiefs and Vega while Gaborone United has had a deal with Old Mutual since 2013.
While other teams have struggled to secure sponsorship deals from local companies, the big three; Rollers, Chiefs and GU are backed by the ownership arrangement as they have signed with wealthy individuals in the past few years, an olive branch which has eluded most of the teams in the league.
Improved league standard
The problem might be how our football fraternity conducts its sport marketing since it is not a matter of an entirely unattractive league. Botswana’s football standard has improved in the last decades and local players have gone to look for greener pastures outside and performed well.
Home grown players like Mogogi Gabonamong, Joel Mogorosi, Modiri Marumo, Tsotso Ngele to mention but a few have had impressive stints in the neighbouring South Africa Premier Soccer Leauge (PSL), a sure sign that our league is competitive enough. Other foreign players like Terrence Mandanza, and Tendai Ndoro, who had stints in BPL before looking else are also a reference to the quality of the league.
Opportunities
Why is it that the league teams are being eluded by lucrative local deals? There are many companies operating in Botswana which are multinational and are known to be associated with football or sport sponsorship in other countries. Barclays Bank has the most lucrative deal in the world with English Premier League worth £120 million (P1.8 billion) in three seasons. They were previous reports that Barclays will take over as the new BPL sponsor last season, but nothing has materialised.
Standard Charted, one of the first foreign banks in Botswana sponsors Premier League giants Liverpool which was initially launched in 2010 and has since been extended with a further three years. In 2010 the agreement was worth £60 million (p915million) over three seasons.
Other corporate giants operating in Botswana with sports or football deals in other countries include Hollard (not main sponsor) which sponsors Kaizer Chiefs, AON, which sponsored Manchester United previous seasons. Others include Engine, SAMSUNG, and Nokia just to mention a few. In Botswana this corporate entities have been reluctant to sponsor football, despite their still being dominant players in the market.
Government policy intervention
In other countries, governments offer tax incentives to corporate entities that significantly support sport with lucrative deals. Botswana should do the same. The football fraternity should influence government policies in such a way that it would greatly improve football in Botswana, especially in monetary terms. For instance, companies like Barclays, FNB e.t.c that pay taxes of over P300 million annually, may be enticed with introduction of tax incentives for sponsoring sporting activities in Botswana.
For instance, a sponsorship worth P10 million per year may be set up as a minimum threshold to qualify for government tax incentives. This would change the fortunes of football in Botswana and lead to transformations that will greatly inspire growth in the sporting fraternity, including creation of jobs for the benefit of the government.
Sport
Ditlhokwe must avoid smugness at Amakhosi
Kaizer Chiefs, one of South Africa’s biggest football clubs, has been facing a coaching crisis. In the midst of this turmoil, Thatayaone Ditlhokwe, a local hard-tackling defender, has quickly become an integral member of the squad. However, despite his impressive performances, Ditlhokwe must avoid complacency and continue to work hard to secure his place in the star-studded team. TSHEPO KEHIMILE explores the potential impact of Chiefs’ frequent changes in coaching staff on Ditlhokwe and emphasize the need for him to maintain his high level of performance.
Ditlhokwe’s Rise to Prominence:
Ditlhokwe’s journey in the Premier Soccer League (PSL) began when he joined Supersport United on a three-year deal from Township Rollers. His talent and dedication quickly caught the attention of the technical team, and he became a trusted member of the squad. In January 2023, he signed a five-year contract with Kaizer Chiefs, one of the biggest clubs in South African football. His performances during pre-season matches against Young African and Township Rollers showcased his potential and promised a bright future at Amakhosi.
The Acid Test:
As the season progressed, Ditlhokwe faced several challenges. His first test came against Chippa United, where he and his defensive partner, Given Msimango, managed to keep a clean sheet in a goalless draw. However, miscommunication between the defense and goalkeeper Riyaard Pieterse led to a 2-1 defeat against Mamelodi Sundowns. Despite this setback, Ditlhokwe and Msimango redeemed themselves in subsequent matches, guiding Chiefs to a 3-0 victory against TS Galaxy and a 2-0 win against Stellenbosch.
The Impact of Coaching Changes:
Chiefs’ frequent changes in coaching staff can potentially affect Ditlhokwe’s performance and place in the team. The departure of Coach Molefi Ntseki, who had shown faith in Ditlhokwe, raised questions about whether the new coach would retain him as a regular starter. The arrival of Cavin Johnson as the interim coach saw Ditlhokwe maintain his place in the starting lineup, but the team continued to struggle defensively, conceding goals in matches against Golden Arrows and Cape Town City.
The Need for Consistency:
Ditlhokwe’s consistent presence in the starting lineup is commendable, but he must not become complacent. As competition for accolades and starting positions intensifies, he needs to work even harder to improve the team’s defensive record. Chiefs’ recent signing of his former Supersport United teammate adds further competition for the starting berth, making it crucial for Ditlhokwe to maintain his high level of performance.
Conclusion:
Thatayaone Ditlhokwe’s journey at Kaizer Chiefs has been impressive, with his consistent performances earning him a regular place in the starting lineup. However, he must avoid complacency and continue to work hard to improve the team’s defensive record. The frequent changes in coaching staff at Chiefs add an element of uncertainty, making it essential for Ditlhokwe to prove himself to each new coach. By remaining focused and dedicated, Ditlhokwe can solidify his position in the team and contribute to the success of Amakhosi.
Sport
BOBA battles turbulences to prime Boxing
The Botswana Boxing Association (BOBA) recently organized a successful Boxing National Championships, sponsored by Maun Quarries and Tau Grading, with a generous amount of P100,000. This financial support is a welcome development for the boxing fraternity, as it has been almost a decade since such a windfall was received. The championships showcased the incredible skills of boxers like Mmusi Tswiigi, who achieved a remarkable victory by Referee Stop Contest (RSC). However, despite this success, BOBA acknowledges the need to improve and participate in international competitions to increase the chances of qualifying for the Paris Olympics.
National Championships Success:
The Boxing National Championships witnessed outstanding performances from various boxers. Mmusi Tswiigi’s victory by RSC highlighted his exceptional skills and determination. Other notable performers included Rajab Mahommed, Maxwell Sechi, Thabang Chakalisa, Kerapetse Segole, Joel Kgogobi, Botshelo Thomologo, Otsile Mogobye, Mompoloki Sebula, Kenaope Boifang, Solomon Motshwarakgole, Keamogetse Kenosi, and Tshephang Moilwa. These boxers demonstrated their talent and dedication, bringing pride to the nation.
The Road to the Olympics:
Despite the success at the National Championships, BOBA Secretary General, Taolo Tlouetsile, acknowledges that more needs to be done to secure a spot at the Paris Olympics. Tlouetsile emphasizes the importance of international exposure for local boxers to gauge their readiness for such competitions. He recognizes that the opponents in international competitions are more active and challenging, making it crucial for local boxers to participate in various international events.
Challenges Faced:
The local pugilists faced difficulties during the Paris 2024 Boxing Africa Qualifiers held in Senegal. Most of the boxers were eliminated in the preliminary rounds, with only Keamogetse Kenosi making it to the quarterfinals. The lack of preparation due to financial constraints hindered their performance. The absence of training camps and exposure to international competitions affected their readiness and ability to compete at the highest level.
Upcoming Qualifiers:
To secure a place at the Paris Olympics, local boxers must now focus on the upcoming qualification tournaments. The 1st World Qualification Tournament is scheduled to take place in Busto Arsizio, Italy, from 29 February to 12 March 2024, followed by the 2nd World Qualification Tournament in Bangkok, Thailand, from 23 May to 3 June 2024. These tournaments provide another opportunity for local boxers to showcase their skills and qualify for the Olympics.
The Way Forward:
BOBA National Team Coach, Thebe Setlalekgosi, acknowledges the talent of the boxers but highlights the financial constraints that have hindered their progress. Setlalekgosi emphasizes the need for proper training camps to prepare the team adequately. He expresses his disappointment at missing the International Boxing Association (IBA) Junior World Championships, which could have served as valuable preparation for future boxers. Setlalekgosi proposes a training camp from the first week of December until February to ensure the team is in top shape for the upcoming qualifiers.
The recent success of the Boxing National Championships sponsored by Maun Quarries and Tau Grading is a positive step for BOBA. However, the association recognizes the need for international exposure and participation to improve the chances of qualifying for the Paris Olympics. Financial constraints have been a significant challenge, affecting the preparation and performance of local boxers. With upcoming qualification tournaments, it is crucial for BOBA to prioritize training camps and international competitions to give their boxers the best chance at success. By addressing these challenges, BOBA can pave the way for a brighter future in boxing and bring glory to Botswana on the Olympic stage.
Sport
Mares 90 minutes WAFCON qualification
Crunch time has arrived for the Mares, the women’s senior national team of Botswana, as they face a crucial encounter against Kenya, also known as the Harambee Starlets.
This match will determine their qualification for the WAFCON 2024 tournament, and the fate of the Mares hangs in the balance. Under the guidance of their new coach, Alex Malete, the team carries a slight advantage with an away goal from the first leg.
Adding to their confidence, the Mares received a major boost with the inclusion of newly appointed Zebras head coach, Didier Gomes Da Rosa, in their technical team. Da Rosa’s appointment as the Director of Football for all national teams, including the women’s team, shows the commitment of the Botswana Football Association (BFA) to support the growth and development of women’s football in the country.
The history between these two teams is not extensive, with only two previous encounters. The last match took place in 2015 during the 2016 Olympic qualifiers. The Mares won the first leg 2-1 but lost the second leg 1-0, resulting in the Harambee Starlets advancing to the next round based on aggregate score.
Both teams have their sights set on making their second appearance in the WAFCON tournament. The Harambee Starlets made their debut in the 2016 edition held in Cameroon, and now they aim to secure their next appearance. Similarly, the Mares are eager to make their mark and showcase their progress since their last participation.
In the first leg of this crucial tie, the Mares faced early attacks from the home side but found their rhythm midway through the first half. Keitumetse Dithebe, an attacker from Gaborone United, broke the deadlock with a goal in the 37th minute. However, the Harambee Starlets quickly responded with a penalty kick just before halftime, leveling the score. The second half saw sustained attacks from the Kenyan side, but the Mares held firm at the back, ensuring the match ended in a stalemate.
The Mares can rely on the experience and skill of players like Refilwe Tholakele and Sedilame Bosija, who recently won the CAF Women’s Champions League with Mamelodi Sundowns. Tholakele, awarded the Golden Boot, played a pivotal role in her team’s historic triumph, scoring two goals in the final. Her success highlights the significance of her contribution to the Mares’ campaign.
As the Mares head into this crucial clash, they must draw on their collective strength and determination. The opportunity to qualify for WAFCON 2024 is within their grasp, and they must seize it. With the support of their coach, the inclusion of Da Rosa in the technical team, and the talent of their players, the Mares have the potential to rewrite their own history and make a lasting impact on women’s football in Botswana.