Africa’s mobile industry is a success story that remains one of the best investment opportunities on the codntinent, with subscription numbers set to jump by 50% to 930 million by 2019, according to telecommunications experts.
Penetration rates have exploded faster than anywhere else in the world, climbing to more than 75% by the middle of last year from around 1% in 2000 – fast closing in on the global rate of more than 90%.
The industry’s success can be attributed to the booming Africa middle class, offering an increasingly attractive market for consumer goods and services provided by both global and domestic companies. However, questions are starting to be raised over the decision of some corporates on the African continent to sign expensive sponsorship deals with top European Football Clubs and funneling money away from domestic football.
There are numerous examples of global and domestic companies having signed regional sponsorship deals that allow them to associate their products with top European teams .Two such examples are of a telecommunications giant and an oil company, who invested millions in signed deals with top European clubs in the English Premier League. In return they receive some match tickets, memorabilia to give away to customers, a coaching clinic hosted by former players, as well as the right to use the club’s logo on merchandising.
The feeling though, is that there are two major concerns for the beautiful game with this growing trend across the continent. Firstly, it is about money that is leaving African football and heading away from the continent. An injection such as that could do wonders for domestic football, junior development and improving facilities in the country.
Secondly, the sponsorship helps only to grow the brand and popularity of top European teams on the continent to the detriment of local clubs and the domestic leagues. So not only do the European teams receive a substantial sum of money, but they also effectively get free advertising and promotion, pushing further back the ambitions of local clubs and the development of the locally sponsored game in the country. This is but one example of many such deals being done across the continent including in Southern Africa .
Some countries are placed better than most to weather such scenarios as they already have strong development structures, but as for others, particularly in sub-Saharan Africa, such sums of money could go a long way in funding development programmes over a number of years.
Moreover, although there is nothing to stop the companies from entering into these agreements, there is perhaps a moral debate of whether they are spending their marketing budget in a manner that ultimately will benefit their consumers. There is certainly brand affinity associated with such deals, but the big question is, are they actually looking after the best interests of consumers and the countries in which they operate?
Consumer spending in Africa already accounts for nearly two thirds of the continent’s gross domestic product and is expected to double to $ 1trillion by 2020, ultimately reaching $2.2 Trillion by 2030 .There are already 900 million consumers in Africa and the region’s total population is expected to have doubled to 2.4 billion by 2150 , making it bigger than that of either India or China.
Local sprinter, Letsile Tebogo has been rewarded with a whopping P150 000.00 by Orange Botswana for his heroics at the recently held World Athletics Championships in Budapest, Hungary.
Speaking at a Handover Ceremony for Tebogo, Orange Botswana Acting Chief Executive Officer (CEO) Maano Masisi said, Orange Botswana is steadfast in their commitment to nurturing the youth and promoting sports in diverse ways.
“Letsile stands as a formidable force and an inspiration to young Batswana, showcasing the value of sports not only in Botswana but on an international stage through his remarkable achievements. Orange Botswana, furthermore, desires to cultivate enduring relationships with aspiring young Batswana, much like Letsile, who embody dedication, focus, and excellence in their endeavors. Letsile has already shattered records, etching new milestones for the African continent and beyond,”
Masisi further said the partnership aligns seamlessly with Orange Botswana’s dedication to acknowledging exceptional individual talent like Tebogo.
“As previously announced when we started this relationship, our collaboration with yourself entails financial support from Orange Botswana to fuel your journey in competitive sports, alongside your representation as the face of Orange Botswana,” he said.
For his part, Tebogo pleaded with Orange Botswana to extend his contract as it is beneficial to him, “I am thankful to Orange Botswana and I hope they could extent my contract as it has been very helpful.”
Meanwhile, Tebogo’s coach, Kebonyemodisa ‘Dose’ Mosimanyana was also showered with P10 000.00 for always ensuring that Tebogo is ready to take on the world.
Local athletes, Zibane Ngozi and Letsile Tebogo have confronted Minister of Youth, Gender and Culture, Tumiso Rakgare citing lack of support during preparations.
Speaking at the World Champs team Welcome Ceremony on Wednesday, the 4 x 400m relay specialist and Team Captain, Ngozi urged some of the government officials inclusive of Botswana National Sport Commission (BNSC) representative, Rakgare to attend these high-profile competitions to witness the hardships they go through during these competitions.
“People need to understand it is not easy for us when we arrive at the World stage, there is a lot that is going on hence we need support in order for us to succeed as expected.
However, I am happy that immediately when I arrived in Botswana, BNSC credited our allowances which was a good thing because we had lots of debts (jokingly) thus we manage to settle them,” he said.
On the other hand, Tebogo who brought home two medals (silver and bronze) from 100m and 200m respectively at the World Champs said most athletes are going through depression due unfavorable conditions.
“Most of us going through depression because we lack support during preparations, we are only celebrated when we win but in hard times we are forgotten. Athletics is a difficult sport hence we need all the support we could to make it through and eventually amass medals as it is expected by our country,”
For his part, Rakgare admitted that local sport is faced with challenges, including but not limited to a tough sponsorship environment, limited or no sport in public schools, doping and leadership instability.
“I would of course be surprised if anyone of you would not agree with me that notwithstanding the challenges, we continue to achieve unprecedented results in sport, and the year to date is no exception,” he said.
Rakgare gave special recognition to Oratile Rose Nowe for heroics at the World Champs, “I would like to take this opportunity and congratulate Nowe for attaining a new personal best 2:01.62 in Women’s 800m, which also happens to be a national record. By the way, Oratile is the first Motswana woman to ever qualify for the World Championships in middle distance running.”
According to Rakgare, Government, recognizes athletes’ achievements at any and every competition, and that is why most recently, they have rewarded them at the Youth and Sport Awards.
“I would like to thank the Government of Botswana for their investment in sport. We continue to pride ourselves in being one of the best funders of sport per capita, and as indicated earlier, we are not intending to slow down anytime soon,”
On a lighter note, World Champs BW Team was rewarded by various companies such as Debswana, Choppies, Botswana Power Corporation (BPC) and also government as a token of appreciation for participating in Hungary.
Tebogo was rewarded with P560 000 from Debswana, Choppies and BPC for bringing two medals home, 4 x 400m men relay finalists (Ngozi, Baboloki Thebe, Laone Ditshetelo and Leungo were given P25 000 apiece for reaching the finals and participating by Debswana; while ladies (Tlhomphang Basele, Golekanye Chikani, Lydia Jele, Oratile Nowe, Galefele Moroko, Obakeng Kamberuka were given P10 000 each for participation.
In addition, the World Champs team amassed P926 000.00 of which P250 000 would go to Tebogo and the remaining P676 000 will be shared amongst the rest of the team.
With several local associations currently going through a rough patch in terms of financial quagmires, Botswana Netball Association (BONA) Public Relations Officer (PRO), Mokeresete Mokeresete is optimistic to host the 2023 Africa Netball Cup as per the request from African Netball Board (Executive Committee) because Uganda has pulled out.
Will it be successful or finally quench the thirst of competing internationally?
The African Netball Championships or Africa Netball Cup are a netball competition held every after two years with teams from across Africa competing for the top price.
BONA National team competed in the last edition of the Africa Netball Cup which was held in 2021 in Namibia and they finished in position seven which was average.
Last time BONA hosted an event of this magnitude was the 2017 Netball Youth World Cup which was indeed a success even though the local team (Dinaletsana) finished in position 10.
One would have thought that the Dinaletsana team which looked promising would eventually go on and conquer the world in the following international competitions. However, that has not been the case as they struggled to qualify for the recent World Cup which was held in the neighboring South Africa.
In addition, the Botswana Netball League was last played in November 2022 and in 2023 they hosted a Fast Five Netball Cup just before the Netball World Cup.
In an interview with WeekendSport this week, BONA Public Relations Officer (PRO) said they have accepted to host the 2023 Africa Netball Cup following the pulling out of Uganda.
“We have recently accepted a request to the 2023 Africa Netball Cup, however – we are still working on finalizing all the logistics that will be in play as you are aware that hosting an event requires a budget which might be difficult because we were given a smaller potion in the recent financial year.
Furthermore, we are yet to come up with a consolidated budget which could help us map a way forward as we really want to stage this particular competition. It is vital for us to host this competition as we want to revitalize local netball, we want to attract more for the league,” said Mokeresete Mokeresete.
MORE NETBALL ACTION AHEAD?
Mokeresete further hinted that the upcoming Independence Cup will be preparatory tournament for the upcoming Africa Netball Cup.
“We are going to host the Independence Cup of which we are expected at least 16 ladies’ teams and a few of male’ teams as we are still swiftly introducing the male section to the sport in Orapa.
However, prior to the action we are going conduct courses for match officials, technical official and coaches’ beginners’ level 1 courses as an effort of improve the standards of the sporting code,” hinted Mokeresete.
MISSING THE RECENT NETBALL WORLD CUP WAS CATASTROPHIC
According to BONA PRO, missing the recent Netball World Cup was catastrophic as players missed out on an opportunity to showcase their talents on the world stage which was bound to garner those deals to more professional countries in terms of Netball.
“We are seeing lots of movement for players from countries like Zimbabwe which is remarkable and that could have happened for our player – but it wasn’t to be as we did not qualify for the main event.
Moreover, through the World Cup Legacy Program, we have been awarded a sprung board and we are contention to transport it from South Africa to the country as one of the requirements to host a sporting event is to have a sprung floor,”
Meanwhile, the 2023 Africa Netball Cup is scheduled between November 26 – October 06 2023 at University of Botswana (UB) Indoor Sports Arena.