Why keep 2028 AFCON bid a secret or did SA jump the gun?

Mqondisi Dube | Thursday January 22, 2026 10:02

The proposed bid, led by South Africa, aims to bring Africa’s premier football tournament back to the region, tapping into the deep passion and commercial potential of the sport.

South Africa’s Minister of Sport, Arts and Culture, Gayton McKenzie, confirmed that his country will spearhead a formal bid to host the 2028 edition.

In interviews with media at the AFCON finals in Morocco, McKenzie spoke of inviting Botswana and Namibia to join the regional hosting effort, underscoring the strategic importance of returning the tournament to Southern Africa after more than a decade.

For Botswana, the prospect of co-hosting represents a historic opportunity. The country has never before played host to the AFCON finals, failing to bring CAF's flagship tournament after a failed bid to host the 2027 edition.

Co-hosting the tournament with South Africa is a welcome development, given the astronomical figures involved in putting together the tournament.

However, this promising moment has been soured by Botswana authorities’ remarkably poor communication strategy, unless if we are told South Africa jumped the gun.

Minister of Sport and Arts, Jacob Kelebeng and Botswana Football Association (BFA) president Tariq Babitseng were also in Morocco, but had not made this information available to the Botswana public before departure. Rather than engaging the public through local media, national addresses, or official Government channels, many Batswana first learnt of the country’s involvement only when the announcement was made abroad; at a foreign media briefing in Morocco.

That is a glaring failure on the part of the leadership as the idea must first get a buy-in within local shores.

It is indefensible that citizens of Botswana were left to hear major international sporting news from foreign outlets before their own leaders bothered to inform them at home. Such lapses undermine public trust and feed speculation about disorganisation within local sport leadership.

It isn’t just poor optics but a sign of disrespect to the very citizens who would bear the costs and reap the benefits of hosting such a huge event.

In an era of instant communication and digital media, there is simply no excuse for silent diplomacy when it comes to matters of national significance.

To restore confidence, Botswana’s leadership must immediately brief the nation, outline the proposed AFCON 2028 plan in detail, and clarify the country’s role and responsibilities in the joint bid. Transparent communication would not only educate citizens but also build genuine national excitement.

If Botswana is serious about leveraging sports for development, this is a lesson in how not to announce historic opportunities. Of particular concern is that the country is fresh from a controversial 2027 bid which we assume is still subject of a parliamentary probe.

It is therefore critical for the leadership to be as inclusive as possible on national projects to promote transparency and avoid damaging speculation.