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.
