Mascom severs ties with Boosta Bash festival
Mpho Tlale | Tuesday May 6, 2014 12:27
Mascom had been headline sponsor for the annual event, which was held every New Year’s Eve since 2007. The year-end event was named Mascom Boosta Bash.
Lebotse-Sebego was diplomatic when asked about the news of their termination of the deal with Seabelo Modibe’s company, Lekoko Entertainment.
She said that their assessment revealed that the partnership had not achieved what the cellular network provider had hoped for.
She expressed that as part of their brand and communications investment strategy, every year they evaluate and review the properties that they have in order to determine if they are achieving objectives and that the Boosta Bash did not satisfy them.
She added that amongst their key objectives they also assess if their investment represents how they would like to grow and position the Mascom brand.
Despite ending their ties, she said that they are proud to have sponsored the event for the past seven years.
Furthermore Lebotse-Sebego said that although they have reached the end of the road with Boosta Bash, they will be continuing their investment with other events that include the Mascom Live Sessions, The Maitisong Presidential Concert, the Thapong Artist of The Year and many other arts initiatives.
Boosta Bash festival organiser, Seabelo Modibe said that the fact that Mascom has terminated its sponsorship is not newsworthy. He said that he did not want to talk about the issue and would rather prefer to stay away from it.
In recent years Boosta Bash has been attracting negative publicity which includes that of the non-payment of artists who performed at the event.
Apart from the Mascom sponsorship, Boosta Bash received half a million Pula from the Ministry of Youth, Sport and Culture last year.