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BOTSWANA FA PARTNERS WITH PITCH DIRECT FOR FUTURE GROWTH

Feb 21, 2023

The exciting, fast-changing landscape of African football provides new commercial opportunities for brands seeking to grow their footprint but also requires global experience, knowledge and expertise to unlock the game’s full business potential.

Pitch Direct, a full service sports marketing agency, has enhanced its growing reputation as a trusted partner within the African game after signing a three-year contract with the Botswana Football Association (BFA) to oversee the marketing, commercial strategy, and future planning for the organisation, with a key focus of repositioning the brand and creating greater value.

It is similar to a recent partnership announced by Pitch Direct with the Football Association of Zambia (FAZ), and several other countries are currently in discussions over how they can enhance their marketability and organically grow their brand.

“We are delighted to welcome Pitch Direct on board and have been hugely impressed with the vision for the future they have shown us. We believe in the rich potential of football in Botswana, Southern Africa and the continent as a whole, and it is now about unlocking that for the future growth of not only our organization, but the game in Botswana as a whole,” BFA President Maclean Letshwiti said.

“There are exciting times ahead. We have a five-year roadmap to achieving a sustainable and professional football organization which will improve the football industry and contribute positively to Botswana’s economy. Pitch Direct will be an important partner in assisting us on that journey.”

Botswana football has had some notable successes on the pitch in recent years – not least the women’s national team reaching the quarterfinals of the 2022 Women’s Africa Cup of Nations, leading club side Jwaneng Galaxy playing in the group stages of the CAF Champions League last year, and a solid start in the 2023 Africa Cup of Nations qualifiers for the men’s senior national team.

The potential for success is clearly there, together the BFA and Pitch Direct intend to further enhance the commercial operations of the BFA.

“This appointment is part of a broader marketing transformation and vision that will accelerate and professionalise the growth and commercial development of the Botswana Football Association,” says Nicolette Packwood-Clover, Pitch Direct Founder & Chief

Executive Officer. “In addition to Pitch Direct fulfilling marketing services, we will also operate as the BFA’s exclusive sponsorship agency, managing all the organisation’s rights and commercial assets.

“I would like to thank BFA for placing their trust in Pitch Direct and we are incredibly excited to travel this journey together. It is a continuation of our strong in-roads into the African football market. We already have a relationship with the Football Association of Zambia and have been having ongoing conversations with other associations as we look to position

ourselves as the ‘go-to’ marketing agency across the African continent.”

Ends.

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CAF Head of Safety and Security and BFA President Pay Courtesy Visit to Police Leadership

In a significant gesture of collaboration and partnership, Dr. Christian Emeruwa, the Head of Safety and Security for the Confederation of African Football (CAF), along with Botswana Football Association (BFA) President Mr. Tariq T. Babitseng and BFA Chief Operations Officer Mr. Kago Mosinyi, paid a courtesy visit to the Botswana Police Service. The visit aimed to strengthen the relationship between the two organizations, focusing on the integral role that the police play in ensuring the safety and security of all BFA competitions.

During the visit, the delegation met with integral pool of experts a group of key police leaders, who are central to the successful execution of security operations at football events across the country. Among those present were prominent members of the Botswana Police Service, including Mr. Katlholo Mosimanegape, Deputy Commissioner of Police, and several senior officers.

These included Senior Assistant Commissioner Antony Wally (Director of Operations), Senior Assistant Commissioner Godfrey Phonchi (Commander, SSG), Senior Assistant Commissioner Boeletswe Gobotswang (Director, Departmental Services), Senior Assistant Commissioner Reginald Matlhaba (Divisional Commander, South Central), Senior Assistant Commissioner Mudongo Chitutu (Director, Crime Intelligence), and Assistant Commissioner Christopher B. Ndlovu (Deputy Director of Traffic).

The meeting was focused on discussing the coordination and support provided by the police in delivering effective safety and security measures during BFA matches, as well as future collaboration on upcoming projects. The visit highlighted the importance of this partnership in ensuring smooth and secure football matches for both players and spectators.

Both Dr. Emeruwa and Mr. Babitseng expressed their gratitude for the continued cooperation and commitment of the Botswana Police Service in safeguarding the integrity of football events and ensuring the safety of all involved.