'Volunteer culture holds back sport growth'
Kabelo Boranabi | Tuesday June 16, 2026 10:30
He made the remarks during the recent launch of the inaugural Business of Sport Summit in Gaborone, where organisers outlined plans to transform sport into a viable economic sector capable of attracting investment, creating jobs and contributing to the country's Gross Domestic Product (GDP). Speaking at the launch, Dintwa argued that the local sporting structures need to embrace professional administration if sport is to evolve into a sustainable industry capable of generating income and attracting serious corporate investments. Drawing from lessons shared by Cuban sports officials during a benchmarking exercise attended by Botswana National Sport Commission (BNSC) representatives several years ago, Dintwa said successful sports industries cannot be built on volunteer labour alone. 'One of the things the Cubans said was that you can't volunteer sport and expect sport to work,' he said. 'You want to create a sports product that makes money, but the people running sport go to work until five o'clock and then spend maybe 30 minutes or an hour in the evening dealing with association matters.
' He questioned whether organisations entrusted with millions of pula should continue being managed on part-time basis. 'If I give you P2 million to manage, would I be comfortable telling you to manage it on weekends and when you're free?' he asked. According to Dintwa, the issue extends beyond administration and directly affects the confidence of potential investors and sponsors. According to hi, one of the biggest concerns for the private sector is the lack of policies and structures that create measurable returns on investment, making companies reluctant to increase their spending on sport.
Dintwa explained that one of the objectives of the Business of Sport Summit is to bring together government leaders, policymakers, sports administrators, investors and corporate executives to discuss reforms that can professionalise sport and unlock its economic value. He challenged national sports associations (NSAs) to become more business-minded and use data to demonstrate their commercial worth to potential sponsors. 'One of the things we try to teach all the time is that statistics and numbers bring money,' Dintwa said. 'Associations should know how many people watch their events, who their audiences are and how they can convert those audiences into value for sponsors.' He further questioned why major local football matches that attract thousands of spectators often fail to generate significant commercial activity beyond ticket sales. 'How is it that Gaborone United and Township Rollers can play in front of 7,000 spectators and there is little commercial activity around that event?' he asked.
Dintwa said sports associations must learn how to monetise their audiences through broadcasting rights, merchandising, sponsorship packages and event-day business opportunities. He cited examples from South Africa, where school rugby has become a valuable television product that attracts sponsors because broadcasters can provide audience figures and measurable exposure. 'The reason sponsors invest is because they know how many people are watching and what value they are getting in return,' he said. Dintwa also warned that sports bodies cannot continue relying solely on government grants to survive. 'You can't live or die by grants from government,' he said. 'Associations have to come to the party and start asking themselves how much money they are generating.'
His remarks add to a growing debate around the professionalisation of sport administration in the country. Last year, Gaborone United director Nicholas Zakhem made a similar call during the Mochudi Centre Chiefs Annual General Meeting in Palapye, where he urged sports organisations to move away from volunteerism and embrace professional management structures. Zakhem argued at the time that individuals performing key roles within clubs and sports bodies should be employed rather than serving as volunteers, saying accountability and professionalism were critical if sport was to evolve into a sustainable business. He maintained that organisations handling significant budgets and commercial interests could no longer rely solely on voluntary service if they hoped to attract investment and compete in a modern sports economy. The similarity between the two’s views suggests a growing consensus amongst some of the country's leading sports administrators and business figures who volunteer-driven administration may be limiting the growth and commercial potential of Botswana sport. Meanwhile, the Business of Sport Summit will be held at the Gaborone International Convention Centre (GICC) from June 25 to 26, 2026 under the theme 'Connect, Inspire, Transform.' It will be the first event of its kind in Botswana and is expected to become an annual fixture. The inaugural summit will bring together representatives from government, state-owned enterprises, the private sector, sports federations, tourism bodies, broadcasters and international sports business experts. Key discussion areas will include economic transformation through sport, policy reforms, sports investment and financing, sports tourism, broadcasting rights, intellectual property, responsible gambling, athlete protection and commercialisation. Organisers are also expecting contributions from international experts, including representatives from Spain's La Liga, who will share insights into how sports organisations can build globally recognised and financially sustainable brands. The summit is expected to produce recommendations that could influence future sports policies while providing sports administrators with practical strategies to grow their organisations, attract investment and create new revenue streams.
For Dintwa, the ultimate goal is to build a sports industry that creates wealth and opportunities beyond the playing field. 'We want a sports ecosystem that produces entrepreneurs, jobs and even millionaires,' he said. 'That journey starts now.'