Brand Botswana targets athletes as brand ambassadors
Naledi Lemogang | Friday March 31, 2017 15:30
BNSC chief executive officer, Falcon Sedimo and his Botswana Investment and Trade Centre (BITC) counterpart, Meshack Tshekedi signed the agreement in Gaborone this week. In 2014 Botswana successfully hosted the Africa Youth Games, which left Botswana on the lips and minds of many around the world.
Tshekedi said the appearance of local athletes in international competitions had encouraged them to partner with sports to increase the awareness of the country’s brand. “Over the years we have had sporting stars branding Botswana through their participation in sports. They include the likes of Amantle Montsho, Nijel Amos, Naomi Ruele, the Under-20 softball team that qualified for the world cup and more,” Tshekedi said. He said through the MoA, they will work closely with all sporting codes, including administrators, to capacitate them on the national brand. He said the agreement with the BNSC will enable them to carry the Botswana brand and its values in all their international engagements. Further to that they will brand national teams by utilising the pride mark. Brand Botswana through the MoA has also committed to working on personal branding and media training of our athletes, he said.
Brand Botswana executive director, Bame Moremong told Mmegi Sport they have long wanted such an agreement as it is good branding for the country. Moremong said the agreement seeks to empower athletes with key messages about the country so that when they do interviews with international media abroad about investment opportunities and tourism, they will be able to respond.
She said it is about understanding that they are brand ambassadors.
“We want to workshop our athletes on media engagement skills on how to respond to certain media questions. You cannot communicate with a journalist chewing a gum,” Moremong said. She said they want to empower them so that they represent the country well.