13 Jan 2019

Sponsorship plays an integral part in sport.

Although the demand for sponsorship is evident globally, finding the right sponsors can be challenging.

And Botswana is not spared from this global phenomenon.

While some sporting codes seem to attract lucrative sponsors others, like Botswana Athletics Association (BAA) have been on the receiving end as far as attracting sponsorship is concerned.

Though athletics has been doing well year in and year out, sponsors have shown no or little interest in the code.

Companies such as PPC, Mascom and Orange have been associated with marathons for long time, while track and field, which is perceived as Botswana’s strong point, has no sponsor.

The last time the association had a competition sponsor was in 2011-2013 season when Senn Foods sponsored BAA national championships.

Since then, BAA national championships, the biggest competition in the association’s calendar, have been running without a sponsor.

BAA public relations officer, Ipolokeng Ramatshaba, said the association was equally disturbed by the fact that sponsors were shunning them.

“We have been operating for a very long time without sponsors and I don’t know why sponsors were not forthcoming,” he said.

However, he said instability and power struggle at the association could be some of the contributing factors adding that sponsors would not want to be associated with unstable entities.

While BAA had failed to attract sponsors, the same cannot be said about their affiliates since of them secured sponsorships for their activities.

Mascom has sponsored Mmadinare Athletic Clubs for the past 10 years while Sports View, Gaborone International Meet organisers, continue to secure a number of sponsorships.

As a result, Ramatshaba called on BAA affliates to vote into office, officials who would work hard to attract sponsors during the association’s AGM in April.

Sunday Standard sport journalist, Botlhale Koothopile, said it was imperative for the affiliates to vote credible leaders, who would be able to lure sponsors to the association.

BAA’s sponsorship problems, he said were due to instability and lack of accountability.

“Sponsors cannot afford to see their names dragged into senseless sport politics or unstable environments.  Sponsors want returns on their investments,” he said.

“BAA affiliates therefore have to ensure they elect leadership, which can inspire confidence of potential sponsors and are accountable,” he added.

Yarona FM sport presenter, Fox Phatsimo, said the future of Botswana athletics was now in the hands of affiliates come April.

He said affiliates should ensure that they vote for candidates well vested in business related issues so that they could lure sponsors.

 “As they cast their votes, they should scrutinise the candidates if they have a history of being successful influencers in the business community, how well vested they are with forging proposals that are attractive enough to convince companies, these are serious questions that they need to answer,” he said.

Furthermore he said voting the right people would see the code growing in leaps and bounds. ENDS