The economic impact of sports, both directly and indirectly, establishes it as a highly lucrative and transformative sector, according to Tebogo Matebesi, the Deputy Permanent Secretary for Youth, Gender, Sport, and Culture. At the 2024 AUSC forum, Matebesi articulated how sports can transcend its role as a mere pastime to become a formidable economic catalyst, capitalizing on areas like tourism and regional advancement.
Drawing from European Commission data, Matebesi noted that in 2012, sports contributed 2.12% to GDP and provided employment to over five million individuals. In Botswana, the burgeoning potential of sports is unmistakable, with statistics underscoring its escalating significance. Matebesi called upon national and regional sports organizations to adopt ethical frameworks and devise strategies to tap into sports’ expansive economic and social advantages.
Matebesi underscored the necessity of expanding the value proposition of sports, recognizing it not only as an entertainment medium but also as a vital source of employment and business opportunities. “Sport-related employment is a key driver of growth, and we must focus on creating more sustainable jobs within the sector,” he asserted.
Moreover, Matebesi emphasized aligning sports development with overarching national economic plans. He highlighted that for the sector to truly flourish, it needs to evolve beyond traditional perceptions and adopt a more inclusive approach that synthesizes tourism, infrastructure, and regional cooperation. “Sport must be seen not just as a recreational activity, but as a central pillar of national development,” Matebesi concluded.
He also pointed out the potential of sporting events to fuel tourism and elevate global visibility. By hosting major international tournaments and enhancing the country’s sports branding, Botswana could penetrate an expansive global market, attracting tourists, investments, and sponsorships. This, he noted, would significantly bolster the nation’s economy, particularly benefiting the hospitality and transportation sectors.
Data from Botswana’s national statistics bolster these claims, revealing that the sports sector’s prominence is on the rise, serving as both a cultural phenomenon and a vital contributor to the country’s Gross Domestic Product (GDP). In 2021, sports-related activities accounted for a substantial portion of the national economic output, with ongoing efforts to ensure this trajectory continues in the future. Matebesi advocated for a collaborative effort between the government, private enterprises, and regional alliances to further amplify sports’ impact on national development.
Finally, Matebesi urged stakeholders to uphold ethical standards in sports governance, ensuring transparency, accountability, and fairness at every level of the industry. He believes this will contribute to building a sustainable, dynamic sports ecosystem that benefits all segments of society. “The growth of the sports industry will not only create jobs but will also empower individuals and communities across the nation,” he concluded.
