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𝗔𝗗𝗗𝗥𝗘𝗦𝗦 𝗕𝗬 𝗧𝗛𝗘 𝗕𝗢𝗧𝗦𝗪𝗔𝗡𝗔 𝗙𝗢𝗢𝗧𝗕𝗔𝗟𝗟 𝗔𝗦𝗦𝗢𝗖𝗜𝗔𝗧𝗜𝗢𝗡 𝗣𝗥𝗘𝗦𝗜𝗗𝗘𝗡𝗧 𝗔𝗧 𝗧𝗛𝗘 𝗕𝗙𝗔 𝗚𝗘𝗡𝗘𝗥𝗔𝗟 𝗔𝗦𝗦𝗘𝗠𝗕𝗟𝗬 𝗢𝗡 𝟮𝟲𝗧𝗛 𝗡𝗢𝗩𝗘𝗠𝗕𝗘𝗥 𝟮𝟬𝟮𝟮.

Dec 5, 2022

MARKETING AND SPONSORSHIP

RFA’s should be at liberty to find their own sponsorship, finance some of their developmental programs and Cup Competitions.

Clubs must have means to survive the rigorous demands of modern football and be able to attract sponsorship on their own.

I now wish to draw parallels with our National First Division and Premier Leagues. The weakest point of these leagues is more often than not, the state of their affiliated clubs. A question that begs an answer must be asked; do all clubs in these structures merit to be members of these leagues? Dear delegates, until we get it right at club level, we would witness very little to no improvement at all in our football.

This is not a threat but a promise. You do not need to be a rocket scientist to appreciate that the reason why our leagues are weak and not self-sufficient is simply because of the level of clubs that are affiliated to them. Please do not get me wrong, of course we have clubs that are trying to be well organized, but these are just too few and are not likely to make any meaningful impact.

The biggest problem we have in a majority of our clubs is the absence of solid structures. The National League must ready its members for transformation into corporate structures. Our clubs are either amateur or professional.

The recent unfortunate revelations from Club Licensing were a stark reminder of the true challenges that confront us in club football. Not until we all appreciate that the most important objective of Club Licensing is for the direct benefit of the clubs are we going to ever make headway in our elite football. Time is now that we have to bite the bullet; we must ensure that our clubs are properly structured so that investors and the clubs themselves are protected. We must create an environment where investors reap from their investments.

Dear delegate’s the last element that I would like to touch on is that of professionalization and Commercialization. In order that we do not become stuck records we need to address these matters with utmost honesty. There is a basic fundamental to this area of football. As long as we are not properly structured and are deficient in Good Governance transforming our clubs into professional entities will remain a pipe dream.

Our clubs will get sponsorship, but NOT which they deserve on account of not presenting themselves as properly structured and embracing Good Governance. For as long as our clubs are not professionally structured it will near be impossible to have a formidable league.

As a consequence, the league will be unable to put together a solid structure that could be packaged into a solid property that could attract sponsors far more easily than currently obtains.

For as long as our clubs do not embrace the need for Fan Development, they will never be able to exploit the contribution to marketing that the fans can contribute. In today’s world, sponsorship is strongly influenced by the clubs registered membership in good standing.

Sponsorship is now a numbers game.

We have to change the way we do things and be prepared to make informed choices in the best interest of the game in Botswana. If we choose to do nothing, then nothing will change.

Up Next

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BFA GENERAL SECRETARY & TECHNICAL DIRECTOR REPRESENT BOTSWANA AT FIFA TECHNICAL LEADERSHIP WORKSHOP IN TANZANIA

The Botswana Football Association (BFA) is proud to announce that General Secretary Mr. Mfolo E. Mfolo and Technical Director Mr. Kaelo Kaelo are currently representing Botswana at the FIFA Technical Leadership Introductory Workshop, taking place in Tanzania from 11–15 August 2025.

This prestigious workshop, which also included an online preparatory meeting on 22 July 2025, brings together General Secretaries and Technical Directors from selected African Member Associations, including Algeria, Botswana, Cabo Verde, Côte d’Ivoire, Egypt, Ethiopia, Lesotho, Liberia, Libya, Mali, Morocco, Namibia, Rwanda, Somalia, Tunisia, and Zimbabwe.

Workshop Structure and Focus Areas

The programme is split into two main parts:

Part 1: Technical Directors collaborate in peer groups, exploring their roles, responsibilities, and the extensive support services provided by FIFA.
Part 2: General Secretaries join the sessions to strengthen leadership collaboration and enhance communication for effective football development within their respective Member Associations.

Key Objectives of the Workshop

Define the Technical Director’s role and priorities within a Member Association.
Strengthen collaborative relationships between Technical Directors and General Secretaries.
Improve communication with internal and external stakeholders.
Gain deeper insight into FIFA’s Global Football Development structure and programmes.
Explore strategies for funding, interdepartmental collaboration, and effective leadership.

This important engagement reinforces Botswana’s commitment to football excellence and ensures that the nation remains at the forefront of technical and administrative development in African football.

The BFA extends its best wishes to Mr. Mfolo and Mr. Kaelo as they proudly carry the national flag in Tanzania. They are expected to return to Botswana on Saturday, 16 August 2025.

In the interim, Mr. Kago Mosinyi will serve as Acting BFA Chief Executive Officer to ensure smooth leadership continuity.

#WeAreBFA #BuildingBotswanaFootball #FIFAWorkshop #BotswanaRepresented