FNB Premiership's half-hearted branding

Mqondisi Dube | Tuesday November 3, 2026 10:16

Then came FNB Botswana, armed with P28.5 million over three seasons, to lift the gloom that had engulfed the domestic league. It was the proverbial light at the end of the tunnel, and everyone rejoiced. Its arrival also paved the way for others to come on board, as a brand of FNB's stature has the power to influence other corporates. Besides the commercial bank, football has managed to clinch deals with Orange Botswana and, more recently, African Hero, which sponsors the Top 8 after years of hiatus. Orange Botswana backs the knockout FA Cup, while FNB sponsors the Premiership. With three major competitions now enjoying corporate backing, domestic football appears to have found some balance on the sponsorship front.

But while there is optimism on the sponsorship front, the same cannot be said about how the game is packaged and presented. It appears to be more about a game being played than a product being sold. There should be a balance between the two. While the game is being played, there must also be a product to sell, and this is where concerns around branding come in. A walk into GU Stadium for the weekend matches revealed a product yearning for a stronger brand identity. All manner of branding material should be on display, both inside and outside the venue, leaving visitors with little doubt about who the title sponsor is. Instead, only a handful of scattered perimeter boards are visible, numbering fewer than 10.

It comes across as a half-hearted attempt to tick a box rather than a deliberate effort to brand and package a product. By contrast, branding at the recent African Hero Top 8 matches was top-notch, leaving no room for doubt about who the tournament sponsor was. FNB has been a saviour, pouring millions into the game, and its investment deserves reciprocity from the league or whoever is responsible for branding. Or perhaps it’s a case of crying more than the bereaved. In an increasingly commercial sporting landscape, branding simply cannot be ignored.

It is the Botswana Football League's way of celebrating its commercial partners and making the product appealing beyond the game itself. It is also a way of giving sponsors the visibility and recognition that should accompany their investment. Attendance at the start of the new season has been encouraging, making the 'decoration' of stadia with sponsors' branding material even more compelling. The crowds provide an opportunity to put FNB's brand in front of thousands of football followers, giving the bank visibility and, in turn, helping justify its investment in the game.

All is not lost, as there is always room for improvement. The organisers still have an opportunity to put things right. A spectator should not have to second-guess who the title sponsor is. Brand visibility should make that distinction unmistakable, even to a first-time visitor.