The brewer was a key supporter of football, sponsoring the Premier League through the Castle and St Louis brands. This was before Mascom and beMOBILE, under BTC, became the top division’s title sponsors.
With the government lifting a ban on sport sponsorship from alcohol companies, KBL has been keen to return. The BFA and KBL held preliminary talks before COVID-19 struck, which impacted progress.
High level meetings were held with the Minister of Sport, Youth, Gender and Culture, Tumiso Rakgare. However, progress has stalled as KBL, like most businesses, focuses on recovery from the impact of COVID-19. KBL communications and corporate affairs specialist, Bose Mphuchane said although there has been no further progress, the company is always looking for opportunities to support local talent.
“KBL has yet to resume talks with the Botswana Football Association. But the company has always believed in developing local talent in the different spheres of priority to us – entrepreneurship, sustainability, sports, the arts, etc.
And we would be open to reopening discussion with the Ministry of Youth and the BFA,” Mphuchane said. She said COVID-19 was chiefly behind the stalled talks as businesses push to recover to pre-pandemic levels. “As you are aware, the pandemic hit the industry hard.
So, the target for 2022 has been to recover the business to pre-pandemic levels. Business recovery efforts have also guided our CSR investments to the many lives and livelihoods that form part of our value chain,” she said.
“However, we are looking to create a future with more cheers, which means eventually increasing investment in development opportunities that exist in the communities we operate,” Mphuchane added. Football is desperate for new partners after Mascom indicated they will not sponsor this season’s Top 8 edition, while the Premier League was played without a title sponsor in the previous campaign.
