Ban on alcohol sport sponsorship lifted
Calistus Kolantsho | Friday June 5, 2020 11:51
Permanent Secretary in the Ministry of Youth Empowerment, Sport and Culture Development (MYSC), Kago Ramokate told Mmegi Sport that sport codes have been given the green light to negotiate with alcohol companies for sponsorship.
“We have already permitted sport codes to pursue sponsorship from the alcohol industry,” he said.
Ramokate said sport needs all the support it could get and he believes that both parties could get value for money in the relationship.
Under the former president Ian Khama’s administration, alcohol companies were barred from sponsoring sport.
Kgalagadi Breweries Limited’s (KBL) corporate affairs manager, Masegonyana Madisa said discussions with the Botswana Football Association (BFA) had commenced regarding sponsorship opportunities before the COVID-19 disruptions.
“Owing to the pandemic and unexpected lockdown restrictions, KBL has been severely impacted. And seeing as the ban of alcohol trade was only lifted today (Wednesday), priority for KBL at this stage is to stabilise the business, which will take time. The company will contact BFA soon to revisit the discussions,” Madisa said.
In other countries in the region such as South Africa, Zambia and Zimbabwe alcohol industry plays a pivotal role in sponsoring sport.
“I have never understood that argument. We grew up in Zimbabwe with most sport there sponsored by alcohol companies. The issue of drinking starts from home,” rugby’s Feddy Mutenheri said.
He said without the alcohol industry sponsoring sport, there was already a challenge of alcohol abuse. “It is not the ban on alcohol sponsorship that would do the trick but it is a whole reorient action of the social fabric,” he said.
Former Botswana Rugby Union (BRU) president, Lesedi Keekae said he supports the decision for alcohol industry to sponsor sport.
He said the rugby 7s team was sponsored by St Louis from 2005 and their performance soared and BRU built a strong programme.
“Look at our grassroots development when Coca Cola and Chappies were on board at football and Sprite at basketball,” he said.
Keekae pointed out that Castle is the main sponsor of rugby in South Africa. He said the sponsorship arrangement could be used to bring down levies for companies so that their bottom lines are unaffected.
Keekae said sport is part of entertainment although it is associated with health and wellness, which is where critics of alcohol come in.
“The entertainment industry is also widely associated with alcohol trade and recreational drinking contributes to the entertainment appeal factor. Alcohol is a multi-billion dollar industry and extends to so many industries,” he said.
Keekae said if everybody could harness those billions and promote health and wellness through channelling it into sport and grassroots development, it would be a good move.
“The world is doing it. Heineken, Budweiser and even Coca Cola are doing it. We are missing out on an opportunity to transform our sport,” Keekae added.