News

BOTSWANA FA PARTNERS WITH PITCH DIRECT FOR FUTURE GROWTH

Feb 21, 2023

The exciting, fast-changing landscape of African football provides new commercial opportunities for brands seeking to grow their footprint but also requires global experience, knowledge and expertise to unlock the game’s full business potential.

Pitch Direct, a full service sports marketing agency, has enhanced its growing reputation as a trusted partner within the African game after signing a three-year contract with the Botswana Football Association (BFA) to oversee the marketing, commercial strategy, and future planning for the organisation, with a key focus of repositioning the brand and creating greater value.

It is similar to a recent partnership announced by Pitch Direct with the Football Association of Zambia (FAZ), and several other countries are currently in discussions over how they can enhance their marketability and organically grow their brand.

“We are delighted to welcome Pitch Direct on board and have been hugely impressed with the vision for the future they have shown us. We believe in the rich potential of football in Botswana, Southern Africa and the continent as a whole, and it is now about unlocking that for the future growth of not only our organization, but the game in Botswana as a whole,” BFA President Maclean Letshwiti said.

“There are exciting times ahead. We have a five-year roadmap to achieving a sustainable and professional football organization which will improve the football industry and contribute positively to Botswana’s economy. Pitch Direct will be an important partner in assisting us on that journey.”

Botswana football has had some notable successes on the pitch in recent years – not least the women’s national team reaching the quarterfinals of the 2022 Women’s Africa Cup of Nations, leading club side Jwaneng Galaxy playing in the group stages of the CAF Champions League last year, and a solid start in the 2023 Africa Cup of Nations qualifiers for the men’s senior national team.

The potential for success is clearly there, together the BFA and Pitch Direct intend to further enhance the commercial operations of the BFA.

“This appointment is part of a broader marketing transformation and vision that will accelerate and professionalise the growth and commercial development of the Botswana Football Association,” says Nicolette Packwood-Clover, Pitch Direct Founder & Chief

Executive Officer. “In addition to Pitch Direct fulfilling marketing services, we will also operate as the BFA’s exclusive sponsorship agency, managing all the organisation’s rights and commercial assets.

“I would like to thank BFA for placing their trust in Pitch Direct and we are incredibly excited to travel this journey together. It is a continuation of our strong in-roads into the African football market. We already have a relationship with the Football Association of Zambia and have been having ongoing conversations with other associations as we look to position

ourselves as the ‘go-to’ marketing agency across the African continent.”

Ends.

Up Next

BOTSWANA MATCH OFFICIALS GET AFCON 2023 QUALIFIERS CALL-UP

Don't Miss

FIFA CONNECT CAPACITY DEVELOPMENT – Dar Es Salaam, Tanzania

News

Setlhoko Appointed as FIFA Women’s Football Development Expert

FIFA has announced the appointment of Ms. Tsholofelo Setlhoko as a FIFA Women’s Football Development Expert, joining a global network of qualified professionals dedicated to the growth and development of women’s football worldwide. This prestigious appointment recognizes Ms. Setlhoko’s exceptional contributions to the sport and her commitment to advancing women’s football across Botswana and beyond.

Launched in 2020, the FIFA Women’s Football Development Programmes have been instrumental in strengthening women’s football through targeted support for Member Associations. With the recent relaunch of the programme in December 2024, FIFA aims to expand its impact across all 211 Member Associations, offering tailored assistance that reflects the unique contexts and needs of each nation.

In her role as a FIFA Women’s Football Development Expert, Ms. Setlhoko will leverage her vast experience in football administration, strategic planning, and grassroots development to support Member Associations in implementing sustainable growth strategies. Her leadership within the Botswana Football Association (BFA), particularly in spearheading initiatives for women’s football, has set a benchmark for development and community engagement.

“I am deeply honored to be appointed as a FIFA Women’s Football Development Expert. This is not only a personal achievement but a victory for women’s football in Botswana. I look forward to sharing best practices and supporting the growth of women’s football in other Member Associations,” said Ms. Setlhoko.

The President of the Botswana Football Association, Mr. Tariq Babitseng, also expressed his pride in Ms. Setlhoko’s achievement, stating, “Tsholofelo’s appointment is a testament to her dedication and hard work. Her expertise and passion for women’s football are unmatched, and we are confident that she will make a substantial impact globally.”

Ms. Setlhoko’s appointment marks a significant step forward in the representation of African women in global football development. As she embarks on this journey, she remains committed to championing women’s football and inspiring the next generation of female athletes and administrators.