Brand Botswana targets athletes as brand ambassadors

 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.