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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

Botswana ranked 4th in Zone 4 boxing tourney

4th May 2022
Boxing

The Botswana national boxing team recently returned from the zone 4 championship held in Mozambique. The team was led by head coach Thebe Setlalekgosi, two assistant coaches, Gibson Rauwe and Pearl Mooketsi. Two referees and judges, Gaseitsewe Ponatshego and Linda Mooketsi.

In the women’s category, Lethabo Modukanele was representing Botswana in the 48 kg division, while Phekie Bele and Sadie Kenosi were competing in the 57 kg and 60 kg categories, respectively. In the men’s category, Kobamelo Molatlhegi was representing the country in the 52 kg division, while Rajab Mahomed was competing in the under 51 kg category.George Molwantwa was competing for under 57 kg category and Treasure Moremi was competing for under 60kg category.

The boxers came home with seven medals, Modukanele came home with a gold medal, Kenosi, Rajab, Molatlhegi all came home with silver medals. While Moremi, Molwantwa and Phekie Bele all came home with bronze medals.

According to Moitshepi Nkabiti, the public relations officer of the Botswana Boxing Association, the team performed well and that they were hoping that Rajab would also bring home a gold medal. However, due to an eye injury, he could not participate in the finals.

He stated that, “though some people might think that how our team performed is not an achievement it is a big achievement to us. Other countries came with 19 boxers while we only came with our seven boxers, and they all came back with medals. That is something that we have to be proud of I really commend them for their performance. Having 5 players making it to the finals is really a blessing and we should not take it for granted.”

According to Nkabiti, Botswana was ranked fourth in the zone 4 championship, which was held in Mozambique. Other countries that participated in the tournament included South Africa, Zambia, Eswatini, and Seychelles. They all had a total of 19 boxers. Lesotho also had eight boxers.

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Sport

Mascom Charity Cup raised P500K

4th May 2022
Mascom Charity Cup

The first Mascom Charity Cup spectacular has come and gone. The football event played at Obed Itani Chilume Stadium saw four football clubs playing one-day tourney with various charity centres being beneficiaries of the gate takings.

While the attendance was not at the expected level, it is said that the sponsor has made a killing with close to P500 000 made from voting lines. Football followers were asked to vote for teams of their choice, and top four clubs were eligible to play. A single sms voting line cost P 1.50.

Gaborone United became the most voted team with 62 984 votes followed by Security Systems with 51 027. On the third spot was BDF XI with 48 596 votes while Orapa United came forth with 44 401. Shockingly, Township Rollers did not make it after gathering a total of 30 637 votes, with BR Highlanders ahead of them having seen 44 204 votes to their name.

It is said, however that, the initiative live to expectation as clubs together with the sponsor have managed to assist charities of their choices. Mascom is believed to be happy for identifying beneficiaries and getting value for their money.

The mobile network company is still the longest standing partners of local football, having first tasted waters in 2005. The company now powers the Top 8 competition and said to have renewed the dame sponsorship at a value not exceeding 18 million. The Mascom Charity Cup was not the first to be hosted by a mobile network company.

In 2018, Botswana Telecommunications Corporation (BTC) hosted a similar event in which followers had to vote. The four participating teams were Mochudi Center Chiefs, Gaborone United, Orapa United and Township Rollers. GU were the eventual winners.

It is however not clear if the tournament will continue in the next football calendar, but what goes down into the history books is that Teenage Mpote and Orapa United were the first to win it.
In previous years, there have been an off season tournament whose aim was meant for charity purposes. The tourney was called Kabelano Charity Cup and was usually played by four big teams (Rollers, Notwane, GU and Chiefs) without taking the voting routes. It was last hosted in 2015 and had Barclays as the sponsors.

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Sport

Golden boot race intensifies

4th May 2022
Sesinyi vs Kgamanyane

Yet another thrilling showdown is expected between the country’s hottest strikers, Thabang Sesinyi of Jwaneng Galaxy and Thataoyaone Kgamanyane of Gaborone United, as the duo are eyeing for the 2021/2022 Golden boot.

With only four Botswana Premier League (BPL) games left, the race for the honours is rolling towards a thrilling climax, but for two individuals there is a race for an accolade of their own taking place that could easily go down to the final minutes of the season. Leading the pack with 19 goals is Jwaneng Galaxy talisman, Sesinyi who is one goal apart from Kgamanyane who has netted 18 goals thus far.

Both players have their eye on the golden boot, hoping that their respective teams have fixtures to put them in with a realistic chance of catching up, or leaving the other behind. The Money Machine is currently at the summit of the BPL log with 61 points while the mining giant, Galaxy are trailing on the third place with 49 points, having played 24 games thus far.

Both teams (GU and Galaxy) are expected to face each other towards the end of the season, as the initial fixture was postponed due to Galaxy’s involvement in CAF championship group stages.
With 19 goals chalked up for the season so far, Sesinyi is just one goal away from Kgamanyane who led the race for the better part of the campaign.  Sesinyi who is on freakish scoring form has scored four goals in his last two games; a hat trick against Prisons XI and a goal against Sua Flamingoes in the midweek fixture.

But there is no doubt that  Sesinyi is no longer playing to carry his team, Galaxy, as realistically there is a slim chance for them to clinch the 2021/2022 season, but he is eyeing the Golden Boot Award when the league falls off.

Kgamanyane has begun the season in tremendous form; scoring every time he is given a chance, while Sesinyi, on the other hand, reached the peak of his form in the second round of the season; scoring both in the domestic league and also on the CAF Champions’ league group stage. He featured on team of the week on February.

Furthermore, the Money Machine attacker showed some growth as his conversion rate has been on a rising graph in the games he has so far played. Although Kgamanyane’s goal scoring prowess has been there for everyone to see, the player has been hampered by injuries. It promises to be a fascinating battle between the duo.

Meanwhile, BPL this week announced that they will hold the 2021/2022 awards. The league has since added seven new categories to take the total number of categories to 16. Among some new categories are the Defender of the Season and Midfielder of the Season awards. There are also two more awards for the administrators, as the league has included Team Manager of the Season and the Public Relations Officer (PRO) of the Season awards.

The best performing players in this campaign will be included in the Premier League Best XI.  Nevertheless, match day officials have also been recognised with the introduction of two more categories in the young Referee of the Season and the Female Referee of the Season. Furthermore, BFL CEO Solomon Ramochotlhwane indicated that the awards will be held on the 25 June 2022, just after the 2021-2022 season comes to an end.

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