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BFA Appoints Mrs. Taylor as New CEO

The Botswana Football Association (BFA) announced today that Mrs. Goabaone G. Taylor has been appointed as the new Chief Executive Officer (CEO). An experienced leader, Goaba as she’s affectionately known will assume her responsibilities on April 5, 2021.

With more than 18 years of corporate and commercial professional experience backed by a distinguished track record of identifying the uniqueness of brands, accentuating their appeal, taking them to market, and maximizing their value, Goaba brings a unique set of skills, perspectives, and relationships to lead the BFA into the future.
Building on what the BFA has already accomplished, under her leadership, the Association hopes to hone its strategic direction, grow, and develop, as well as strengthen its partnerships and build new relationships.
Previously as the Country Manager of Econet Media, Goaba led the commercialization of the Pay-TV and Free-to-Air content platforms, implementing go-to-market strategy, driving brand awareness, partner and customer acquisition as well as enhancing customer experience.

Prior to Econet Media, Goabaone worked in the Wholesale Business arm of BTCL, spearheading business development efforts, managing complex international relationships with strategic business partners within the framework of an international body charged with maintaining practices and standards; a similar arrangement to that which exists in football, with both FIFA and UEFA.

Her previous roles have also required reaching down into grassroots organisations to encourage the development of local capability.

“My strongest conviction is to use all these skills to good effect in developing the local football eco-system, from grassroots onwards for both boys and girls. We need to build a ‘one vision’ view of the future where the interests of many prevail over the agenda of individuals within the game and its administration. Success will only come to those who work hard, together, for the love of the game. From the top to the bottom of football locally, regionally, and beyond,” said Goaba.

The incoming CEO added, “In partnership with the President of the BFA, Maclean Letshwiti and his NEC, it is time, in my opinion, to focus on what is best for the sport, from the very bottom to the very top. It’s time to come together. I can only do my part of course, but the way to excellence is clear.”

Goaba believes Botswana football is awash with raw and undeveloped talent adding that it is high time the BFA pulls together in coherence to achieve its goals and mandate.

“As the BFA, we ought to inculcate and push towards working as a team, for the sole purpose, passion, and the will to capacitate and facilitate this talent’s growth and development. That is my job, with the help of the Association, to lead in the progress of the game, in all its facets,” she added.

When welcoming the new CEO to Lekidi Football Centre, the BFA President, Maclean Letshwiti said, “I feel this is the best move to bring football forward. This restructuring of BFA’s leadership will ensure the company’s future success while expediting organic growth and new acquisitions.”

Goaba holds a Bachelor of Business Administration with a major in Marketing from the University of Botswana (UB), including an array of professional courses in the areas of Digital Marketing with the University of Cape Town (UCT), Senior Development Program with USB-Ed and Enterprise Risk Management with Botswana Accountancy College (BAC) among others.

Goaba’s 3-year tenure with the BFA is effective from April 5, 2021.



GABORONE, Botswana – Following the request by Senior National Team Coach, Adel Amrouche for leave of absence to attend to a personal matter, the Botswana Football Association (BFA) wishes to inform the public that he has been granted the leave with immediate effect.

Since the COSAFA tournament is the last competitive tournament for the Zebras in the immediate future, the BFA amicably resolved to release Amrouche. The affairs of the National team in preparation for the tournament, set to take place in Nelson Mandela Bay in South Africa from 7-18 July 2021 shall be handed over to Letang Kgengwenyane.

“The BFA understands and supports Mr. Amrouche’s situation and wishes him all the best in his future endeavours,” said BFA Chief Executive Officer (CEO), Goabaone G. Taylor.

Amrouche took over as the Zebras head coach in August 2019 on a two-year deal. After weeks of engaging with the coach over his future, an agreement was reached not to extend his contract.

Adel Amrouche

“Amrouche has been Zebras head coach since August 2019, and his leadership during that time was important to our successful development and international exposure of our players,” added Taylor.

“We appreciate all that Amrouche has done to build a disciplined team. He has always had a thorough understanding of what it takes to be a successful team and has done his best to mentor his players accordingly,” concluded Taylor.

Amrouche has since expressed gratitude towards the BFA for the opportunity.
“I’m eternally grateful for the opportunity to lead the Zebras over the last two years. I leave having picked up quite a number of valuable lessons that will be necessary in the journey ahead. I wish the Zebras success in future competitions,” Amrouche said in statement recently.

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