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Is it poor sport marketing or unattractive league?


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.

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Sport

Bright set to join Sua Flamingos

25th November 2020
Major David Bright

Major David Bright is set to be announced as the new coach of Premier league rookies, Sua Flamingos, who parted ways with their coach, Raizor Tsatselebe, last week after a fall out over players’ welfare.

Bright, who is currently coaching first division south outfit, Holy Ghost was interviewed for the job this week with three other coaches and is said to have agreed to a contract in principle. Sua Flamingos Chairman, Tirelo Thebe was mum on the issue insisting that the deal will be announced at the right time when both parties have put to pen everything.

“What I can tell you is that next month we will announce our coach and he will have time to prepare our team as we aim to not just be at the top league for one season but we want to compete as we are a team that aspire to be one of the top teams in Botswana and one day compete in international CAF games.

Yes Bright is one of the people we are considering so you need to understand that negotiations are private and can break at any time but we hope for the best,” the team Chairman said in a telephone interview.

Bright is also one of the decorated local coaches having coached premier league sides such as Gaborone United, Township Rollers, BDF Xl, and in South Africa where he coached Cape Town Santos, Bay United and Black Leopards.

Bright has also coached the Zebras before they roped in Algerian coach, Adel Ambrouche who is the current Zebras coach. It is to be seen as to whether the management of Sua Flamingos will be able to work smoothly with David Bright who is a man who does not tolerate interference with his squad.

“It’s surprising that the team fired Raizor as he was seen to be more on the side of players and now they are bringing in a coach who doesn’t even tolerate interference from management and very strict on both management and players.

I mean if they have a problem with strict coaches why bring another strict coach? They could have brought in a coach who can listen to them more as management because they want to be in control of the team and everything,” said a source at the club.

“The delay is said to be because Bright has asked for him to be given chance to rope in his preferred assistant coach and management asked to be given time to consider his request as they are not comfortable with the issue,” continued the source.

Sua Flamingo Santos have returned to training and are led by care taker coach, Kopano Computer Phakedi.

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Sport

GU bolster squad ahead new season

25th November 2020
GU Player

Botswana Premiership League outfit, Gaborone United (GU) were the first to open a new chapter in the history books of Botswana football, when they were crowned the inaugural 2008/09 beMobile Premiership champions.

The success came after almost two decades without winning the league title. In a title decider played at Molepolole Stadium, Moyagoleele defeated the defending champions, Mochudi Centre Chiefs, by a solitary goal courtesy of Wellington Maposa.

That was the last time the money machine was crowned the league champions. Just nearly 10 years after breaking a curse of going two decades without tasting league victory, The Reds have regrouped in a bit to return to their former glory days.

GU is currently the busiest club in the transfer market as they are bolstering their squad ahead of 2020/2021 football season.

The Money Machine have secured the signatures of Mothusi Johnson and Karabo Phiri from the Debswana-sponsored giants; Orapa United and Jwaneng Galaxy respectively.

WeekendSport has since established that both players have signed three-year contracts with the Reds. The club is now under the guidance of business mogul Nicholas Zakhem who is their chief financier.

Moyagoleele’s prodigal son, Phiri, returns to Old Naledi after spending two seasons with the current 2019/2020 BTC Premiership Champions Jwaneng Galaxy.

Phiri was signed by former Jwaneng Galaxy coach Miguel Da Costa during 2018/2019 season where he became their regular player. Phiri has also won the 2019 Mascom Top 8 champions with Jwaneng Galaxy.

Since then, 25 year old has earned himself several national team calls.

Another player who returns home is none other than the ever impressive defender Mothusi Johnson. The 23 year old Zebras defender joined Orapa United from the Money Machine during 2018/2019 season.

However, prior to the elapse of his two year deal with the Ostriches, it was reported that he previously turned down two offers from Orapa United arguing that they did not represent his worth.

Another reason why Johnson turned down two offers from Orapa United was because he wanted to move abroad but later realised that it was going to be difficult for him find a team after the COVID-19 outbreak.

The 23 year-old Johnson made a name for himself on the field of play after he was nurtured by Argentinian coach Rudolf Zapata while at GU. Orapa United Spokesperson, Kabo William confirmed with this publication that Mothusi Johnson will be a Gaborone United player.

“Yes, Mothusi bid us a farewell saying he’s joining Gaborone United. His contract had expired. So we are just waiting for GU to make a request for his clearance,’’ William said.

Former Motlakase Power Dynamos and also Mochudi Centre Chiefs defender, Thato Kebue has left Jwaneng Galaxy after the end of his contract and it has been reported that he signed a pre-contract with the Money machine according to impeccable sources.

The 23 year-old defender joins Galaxy from Magosi during the 2017/2018 season and just like his former teammate Phiri helped his former side win the League and also the Top 8 tournament.

Gaborone United are reportedly keen on signing Jwaneng Galaxy defensive midfielder Lebogang Ditsile. The Reds want to compete for top honours next season and they feel Ditsile can bring the competitive edge they need in the middle of the park.

Meanwhile reports coming from Moyagoleele is that the club is planning to take their caretaker coach to complete CAF A coaching licensing before offering him a new three-year deal.

Moloi made headlines beginning of this year when teams questioned why Botswana Football Association (BFA) allowed him be the head coach for GU while he is holding a B license coaching qualification which only enables him to sit on the GU technical bench as an assistant coach.

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Sport

Gov’t reviews Sport Policy

17th November 2020
Netball

The Government of Botswana through the Ministry of Youth Empowerment, Sport and Culture Development, has expressed its underlying desire to reawaken and improve sport policy.

This is also in line with the declaration made by President Mokgweetsi Masisi in his third State of the Nation Address (SONA) this week about the need to improve sport performance in the country.
The sport policy was first enacted in 2001 when the Department of Sport and Recreation was under the Ministry of Labour and Home Affairs.

The review of this policy is expected to commence soon and strive to address all socio-economic problems bedevilling sport. The examination will start from the elements that speak to the direct processes of national dialogue of sport and come up with recommendations for improvement.

As things stand, the Sport Ministry has coordinated a task force to deal with the taxing issue of school sports where teachers have downed tools demanding special kind of payment for partaking in extracurricular activities. The government through various means has been made aware that sport forms an integral part of the country’s vision.

If the policy is finally revised, the country and other stakeholders will eventually achieve national development, unity and continued economic growth. “The national Sport Commission Act is also being reviewed to facilitate sport to contribute to the economy through commercialization and professionalism, as well as to improve the welfare and the rights to our sportspersons,” Masisi said in his address.

The review will once again take a long route of extensive consultative processes where critical factors were initially identified as continuous constraint to sport development. There is a wide ranging view that sport is solely for recreation. This anomaly is fast becoming a matter of yesteryears as more athletes are making a living out of sport.

In October of 1997, a discussion paper on sport policy development was prepared. At the time, the workshop brought together policy and decision makers. The discussions precisely centred on issues of sport participation and development. Participants included among others, Botswana National Sport Commission (BNSC), Botswana National Olympic Committee (BNOC) Botswana National Youth Council (BNYC) and National Sports Associations.

There was the discovery of limited funding in sport and poor sporting facilities in the country. This has negatively impacted on the performance of national sports associations, particularly on the global stage. As a measure to this problem, the government has decided to build 10 mini stadia to up participation and performance.

In 2001 when the policy was formulated, there was an agreement that the national guiding principles of democracy, development, unity, self-reliance and botho are cardinal to the development strategy of socio-economic development planning. The Ministry believes that sport and recreation in Botswana have a close relationship with all these national principles.

When speaking to this publication, the Chief Executive Officer of BNSC, Tuelo Serufho said there is indeed an overwhelming appetite to improve sport performance and participation in the country.
“Yes we need to engage both BNSC and BNOC to improve and review the sport policy more because it has been overtaken by time…it needs to be aligned with modern sports trends,” Serufho briefly shared.

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