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
Sport goes a long way in unifying a nation and invoking a sense of pride. Whenever there is a great sporting achievement, we come together as a nation to celebrate that achievement. It is through sport that we put aside all our other affiliations and come together as a nation. Who can ever forget the time when the Zebras qualified for their maiden Africa Cup of Nations (AFCON) finals? Who can ever forget that Isaac ‘My heart is white’ Makwala solo run? Who can ever forget that moment when Nijel Amos won Botswana’s first-ever Olympic medal? Who can forget that time when Ross Branch rode Botswana’s flag across the Dakar Rally finish line? Who can forget that time when The Mares made their maiden appearance at the WAFCON? And most recently, who can forget that moment when Letsile Tebogo won Botswana's first-ever Olympic Gold medal? All these are no child’s play. These achievements rallied the nation together and we were one, celebrating a common cause. At those times, our pride and patriotism were at an all-time high. We shelved our differences, – political, religious, status, racial, economic, etc, and celebrated as one. There was a sense of belonging to a larger grouping, Botswana. That is the power of sport, a unifier. On the social front, sport goes a long way in shaping lives. Some are kept away from social ills because of involvement or participation in sport. Sport keeps the youth away from social ills and gives them hope for the future. Sport presents an opportunity for young people to look forward to the future. I am certain there are some youngsters right now in some remote village who were inspired by Tebogo’s recent exploits at the Paris Olympics and now have hope for the future that they can reach those same heights. Through involvement in sport, we can have a healthier population.
Propelling the nation brand
A small country that we are, with limited resources to compete with the big powerhouses with big budgets, we struggle to make a major impact when it comes to marketing spend on international global platforms. Notwithstanding that, other avenues have played a big role in profiling and promoting Botswana globally, and one of those is SPORT. From way back, sport has always played a significant role in the awareness creation of countries. There are some countries that we mostly know of because of their sporting prowess. This shows the impact and influence of sport in creating the country's global awareness. It is, therefore, paramount that nations invest in sport for their athletes to compete and excel at international sporting events, as this can be a quicker and more effective way to reach a global audience. There is no better advertisement than a Tebogo ad winning a gold medal at the biggest sporting event in the world or a Branch ad crossing the Dakar Rally finish line. Through their exploits, not only them but all our sport heroes who excel at major international competitions, go a long way in getting the Botswana brand to greater heights. They create interest and talkability about the Botswana brand.
Contribution to economic growth
Sport is a source of employment and livelihood for most and this contributes positively to the economy. Botswana’s economy is relatively stable and sport can go a long way in boosting the country’s economy and diversifying the economy. Sport is an industry on its own and has a marked notable value chain that Batswana can tap into. These are interconnected activities around sport that can be commercialised. These include sporting events management, sports tourism, media and broadcasting, merchandising and licensing, facilities and infrastructure, and even personal endorsements and sponsorships. Sports tourism contributes a great deal to economic empowerment and growth. Hosting international sporting events attracts a large global audience, both physically and remotely, and this stimulates activity in the local economy. This is mainly through spend in the hospitality, transport, catering, retail, logistics, etc. sectors. There is also bound to be infrastructure development, which in turn will create employment. The media is another sector that can grow immensely. Increased coverage through television, radio, print, and digital media platforms raises the profile of a country, generating interest in what that country offers. This would in turn stimulate greater interest in the country. Some countries have taken deliberate policy decisions to host at least one major international sport event every three years. This keeps the country relevant and consistently in the news, and this ensures that there is sustained attention on that particular country. The economic returns that accrue due to hosting international sporting events are huge, looking at the number of patrons that attend these events. Botswana has been hosting major international conferences successfully and my wish is to have Botswana host major sporting events, as these attract larger audiences. This will in some way ‘force’ infrastructure development in the form of stadia and sports arenas, increased beds in the hospitality sector, as well as road, rail, and air connectivity. Those are the positives that come with hosting international sport events. I will not go into the unsuccessful Africa Cup of Nations bid but that was to be a game changer. Research has shown that tourists and indeed investors the world over, consider visiting or investing in countries that they know of and have in some way interacted with, either in person, physically, through word-of-mouth, through any sort of marketing or promotion encountered, or through the world wide web. This is the awareness that sport creates. Sport and our sporting heroes’ exploits on the international stage have to a large extent contributed to attracting tourists and potential investors to Botswana.
Conclusion In conclusion, it is evident that sport is more than just fun and games, it is a business. It is an outlet. It is a source of employment and livelihood. It is a powerful tool that has a great impact on a nation’s brand. It is a powerful tool that has a great impact on a country’s economy. From its impact on the economy, on lives, on infrastructure development, and on stimulating national unity, the impact on a nation’s brand is immense.
*Thuso Palai is the director-brand management at Botswana Investment and Trade Centre and writes in his personal capacity
