Sport in Africa must transcend its traditional role as mere recreation and be embraced as a powerful engine for economic development, employment, and sustainable progress, argues Rachel Mothibatsela. Addressing the African Union Sports Council Region 5 Strategy Review Forum, Mothibatsela, Debswana’s Head of Sustainability and Social Impact, urged policymakers, sports administrators, and corporate stakeholders to reconsider the place of sport within national economies.
“Sport is already a global industry generating over US$2.3 trillion annually, with projections pointing to US$3.7 trillion by 2030 and US$8.8 trillion by 2050,” she said. Yet, she noted, Africa still largely views sport as entertainment rather than a critical economic sector.
Mothibatsela highlighted sport’s capacity to unlock diverse value chains, from apparel manufacturing and tourism to transportation, medical services, and media, while providing career pathways for athletes, coaches, and administrators alike. Beyond its economic impact, she underscored sport’s social power, particularly in engaging youth and fostering community development through structured programs.
However, realizing this potential demands a new approach to how the sports sector collaborates with corporate partners. “Sponsorship and corporate social investment frameworks have become increasingly rigorous, with companies now demanding clear returns on investment and measurable social impact,” Mothibatsela said.
“In today’s boardrooms, sponsorship proposals are evaluated jointly by marketing and sustainability teams to ensure alignment with business, brand, and socio-economic objectives,” she added. She called on sports organizations to respond with well-crafted proposals, defined key performance indicators, and sustainable long-term models.
“Sport sponsorship should not be viewed as charity, but as a strategic investment. There must be measurable outcomes and a clear path to self-sustainability,” she insisted.
Drawing on Debswana’s extensive experience, Mothibatsela illustrated the profound impact of long-term investment in sports development. Over the past decade, Debswana has invested more than P180 million in various sporting initiatives. These efforts include grassroots programs like Re Ba Bona Ha, elite athlete support through the Botswana Athletics Association’s “Road to Paris Olympics” campaign, and sustained backing for boxing and football infrastructures.
The company has also contributed significantly to sports infrastructure, including the National Stadium and community facilities in mining towns such as Jwaneng and Orapa. Clubs like Jwaneng Galaxy FC and Orapa United continue to benefit from these investments, alongside efforts to advance women’s sports, notably through the Boteti Women’s League.
Despite these achievements, Mothibatsela acknowledged persistent challenges within the sports sector. Chief among them are the overreliance on single sponsors, limited commercialization strategies, and weak governance structures. She urged sports bodies to diversify revenue streams through broadcasting rights, merchandise sales, and event-generated income, while embracing partnerships and co-funding arrangements.
“There is a need to build resilient ecosystems within sport, ones that are not dependent on a single sponsor but can sustain themselves over time,” she said.
Mothibatsela also stressed the importance of inclusivity, calling for expanded opportunities beyond urban centers, increased female participation, and stronger school sports programs. On governance, she emphasized the need for improved administration and closer collaboration with regulatory agencies, particularly to combat issues like doping.
Her message was clear: sport in Africa holds immense promise, not just as a source of joy and entertainment, but as a vital pillar of economic and social transformation.