Connect with us
Advertisement

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.

Continue Reading

Sport

Baboloki Thebe’s 44 seconds in 50 days

17th May 2021
Baboloki THEBE

The most challenging 50 days in Baboloki Thebe’s extra ordinary career have begun to roll in a countdown motion ahead of the Tokyo Olympic Games. Thebe who is seen as heir to Isaac Makwala’s throne in the 400m race is expected to run down the clock and beat 44.9 seconds to book his qualification at the coming Olympic Games.

The indomitable 400m runner has between now and June 29th to achieve this monumental feat. The Olympic Games will be held in Tokyo, Japan from July 23rd to August 8th. There is a looming fear that the promising unconquerable runner might not make it as he has started training at the eleventh hour after spending much time on the side-lines due to social issues and a recurring knee injury.

The struggle to shrug off the rust of injuries and inactivity is believed to have resumed late and by the time the closing date nears, he might leave it too late.The 24 year old runner has since relocated to Ivory Coast to re-establish his old form that gave him a house-hold name both in local and global competitions.

There, the athlete will seek serious races until he finds the one that qualifies him to the tracks of Tokyo. All of these races should be within the IAAF diamond league rules and requirements for him to profusely benefit.

Thebe was conspicuously missing at Poland when Botswana’s famous 4X400M quartet scooped bronze and effectively securing a spot at Tokyo. The team, as usual was captained by Isaac Makwala who knows too well that Thebe has been, and is a significant threat at the world stages.

Before succumbing to injury, Thebe recorded an unimpressive time of 48.85. However, there is still hope for the talented star who left the country under a cloud after he allegedly sneaked out of camp together with one Onkabetse Nkobolo.

It is not highly maintained that the youngster will qualify but it is argued that, at this time of the year, most athletes are still shaking off their yester year rust and Thebe is no exception; he will soon get back to shape. Thebe has admitted that there is a lot of work to be done in the coming few days.

Athletics is a famously lonely sport, sometimes too hard to comprehend. It was the same talent of Thebe who once spoke of his struggles to train away from his families, and often by himself.
One of the most fascinating facets of this discipline is that most athletes stand upon a start line, behind a run up, or in a thrower’s circle alone: for ten or twenty seconds, often times, it is their fate that lies solely in their own hands.

On many occasions now Thebe has trained hard and long to represent a country that should now be laden with both sprinting and long distance runner talent- and to re-write history. Time will tell if the young talent is able to live up to his full potential.

Continue Reading

Sport

Inside incentive package for national teams

12th May 2021
Montsho & Makwala

Amid the heightened public back lash and low lying protests from athletes concerning welfare and unfair treatment at global stages, it comes to light that sport performance in the country can reach greater heights if the incentive package document seen by WeekendSport is anything to go by.

In March of 2012, the Ministry of Youth Empowerment, Sport and Culture Development liaised with the Ministry of Finance and Economic Development to work out and approve a budget for incentive packages for national team players.

The step was a necessary milestone that aided the Botswana National Sports Commission (BNSC) to erect a long standing policy that dictates the best possible ways of rewarding athletes in various codes.The approved package sees a total of 29 sporting codes listed under 3 categories with different athletes getting varying amounts while on preparatory camps.

In Category 1, the approved package list football and volleyball as the two codes whose preparations can expand over a long period of time. It comes into the open that the monthly allowances per football player is P 1.500 while volleyball players get P 3.500 each. Moreover, all the players under these two codes are entitled to a benefit of a government-funded insurance premium cover of up to P 100 000 in medical expenses.

Furthermore, athletes enjoy death cover of up P 100 000 while a gratuity at 25% of total earnings is payable every four years.Category 2 lists netball, karate, softball, athletics, boxing and rugby. Of these six codes, each athlete receives P2000 for every match appearance.

These athletes also enjoy the same benefits of injury and death cover as codes listed in Category 1.A total of 21 sporting codes are listed in the last category. These include amongst others, chess, badminton, table tennis, motorsport, cricket, squash and swimming. For all these codes, the incentive package states that each player will get P 1.500 per cap. Again, the athletes of these codes retain the same benefits as those in category 1 and 2.

The incentive package document further lists down rewards set aside for athletes performing in regional, continental and world competitions.Individual performers partaking in regional competitions gets P 1 500 if they bring a bronze medal home. P 2000 is for silver medal while athlete is sure of P 2.500 for scooping a gold medal. The same amounts also apply to a group code.

The ante is upped a little high at continental games. The document states that individual athletes bringing home a gold medal will get P 25 000. Furthermore, an athlete winning a silver medal receives P 15 000 while P 10 000 is for a bronze category.

Rewards for performance at the world stage is that an athlete get P 100 000 for scooping a gold medal, P75 000 for silver and P50 000 for bringing a bronze medal home. Furthermore, an athlete is given P 10 000 for finishing within the top 4 places while an added P 5 000 is for those who complete the top 8 category. This is for both individual athletes and group codes.

The document further states in the last paragraph that rewards for setting or breaking competition records is available. If athletes break a regional record, they will be given P 10 000. A continental record set and broken will see an athlete winning P 20 000.

In the Commonwealth stage, a local athlete will be given P 30 000 while P 100 000 is for those who break and set new records both at Olympic Games and World competitions. Coaches are also rewarded and get 10% of what an athlete receives at various competition levels.

However, there are misgivings that the document is static and needs to be revised to match it with today’s standard practice. Calls are overwhelming that rewards must be improved especially for codes-like Athletics- who bring optimum results at global stage.

The document should also clearly state break downs of budget for preparatory competitions and rewards for each stage especially in a group code. When giving clarity, the acting Chief Executive Officer of BNSC, Tuelo Serufho, said that it is necessary to understand the document but is eager to go back to the boardroom and effect changes if need be.

“We must be careful when we compare codes, a lot of emphasis is needed to get to the conclusion of who is performing and is who is failing, but for all purposes of fairness, rewards are meant for everyone and can be triggered,” he said.

Continue Reading

Sport

Task Force assesses BNSC proposal

11th May 2021
Hockey

COVID-19 Task Force is said to be studying the proposition of Botswana National Sport Commission (BNSC) to re-open sport activities in a phased manner before the end of this month.

The Task Force is said to be operating under immense pressure to build and maintain the equilibrium of sport alongside the impact of corona virus in the country. The team is working behind closed doors following recommendations from BNSC and the Ministry of Youth Empowerment, Sport and Culture Development that the relevant importance of sport together with its socio-economic value in Botswana’s circumstances can no longer be ignored.

This is also propagated by the recent scintillating performance by 4 x400 man national relay team. The quartet led by veteran Isaac Makwala scooped the bronze medal at the World Athletics Championship held in Poland last week. This feat was achieved despite the current lockdown imposed on sport.

Sources say the general recommendation from these sport organs is that sport activities must come back immediately but proper adherence to COVID -19 protocols must also be the number one priority. Furthermore, the sport organizations are believed to have recommended that there must be a phased approach to uplifting the suspension of the games.

Foremost, the Ministry argues that non-contact sports must return in the first phase. This includes among others, long tennis, table tennis, volley ball, athletics and chess. The second stage is to allow contact sport to come back to life where football is largely missed.

It is said the ministry has also attached the matrix involving all 40 sporting codes in the country that all give life to the proposed return to play guidelines. The matrix indicates that all 40 codes need to return to the field as soon as it is safe. Of these 40 codes, 22 of them have an urgent need to return to competition and this includes football.

BNSC argues in their position paper that the level of risk assessed and detected has seen only 10 sporting codes that are not in danger of spreading the virus. These are athletics, badminton, bowling, bridge, golf, motorsport, Paralympics, squash, and traditional sports games.

Football, wrestling, rugby, handball and hockey form part of the codes that act as catalysts in spreading the virus and a proper and strict adherence of protocols is needed.Meanwhile, it is said that football has met with BNSC high ranking officials to present their own case. The football association argues that industry has suffered a lot and there is an urgent need to return.

They say their venue across the value chain in Botswana is about P 55 million, employing approximately 3 000 people directly. About 9 000 jobs are created when the game is up and running, they said.

Continue Reading
Do NOT follow this link or you will be banned from the site!