Sport’s celebration of the lifting of the alcohol sponsorship ban has been short-lived due to the countrywide ban on the sale of liquor.
A few weeks ago, the government in response to a surge in coronavirus (COVID-19) cases, took a decision to ban liquor sale.
This has affected sponsorship between Kgalagadi Breweries Limited (KBL) and Botswana Football Association (BFA), who were looking to tie a deal. The negotiations were at an advanced stage, but the ban on alcohol has hit KBL’s bottom line.
Speaking to Mmegi Sport, KBL communications manager, Masegonyana Madisa said the suspension of alcohol has affected their plans
The company was recently forced to cut workers salaries by 10%, owing to the impact of COVID-19.
Prior to COVID-19, KBL and BFA were exploring opportunities. Madisa said the negotiations have also been suspended due to the delayed BFA elections. The polls were also postponed due to the COVID-19 regulations.
Meanwhile, Madisa explained that a KBL St Louis advert running on local media had nothing to do with sport sponsorship but was ‘generic’.