To some, sport is entertainment. All the same, sport is forever present around us, as individuals or as a nation. At one point or another, we have all interacted with sport. At one point or another, we have all played sport, participated in a sporting event, watched a sporting event, and even engaged and argued about sport. One way or another, we all interact with sport in some way daily. Botswana is a relatively unknown country the world over. Interestingly, research from Nation Brand Index rankings has shown that the vast majority of the minority that knows about Botswana mostly know of it in a positive light. On the other hand, some countries are widely known, but a majority of those who know about those countries know of them in a negative light. This is very important to note as we explore the status of our nation brand. Sport has played a big role in profiling and creating awareness about Botswana. It is a powerful advert for the country as evidenced by the recent attention on the country garnered through Botswana sporting heroes’ exploits. Sport, therefore, plays a significant role in branding and positioning the country. It is through our sport heroes' exploits that some people get to know and research about Botswana. Sport also contributes to a country’s image and reputation, as athletes’ performance at the global level can influence people’s perceptions of that country.
Sport as a unifier
