FIFA urges BPL, Clubs to tap into CSR for sponsorship

The world football governing says both BPL and clubs should tap into the corporate social responsibility programmes of companies because the allure of being in touch with social issues is a great one for business and calls on clubs to treat fans with respect by engaging with them continuously

FIFA urges BPL, Clubs to tap into CSR for sponsorship
FIFA President - Gianni Infantino

The Corporate Social Responsibility (CSR) programmes of companies can play an important role in aiding the Botswana Premier League (BPL) and football teams to attract new sponsors, the world and football governing body, the Federation of International Football Association (FIFA), has advised.

In its Botswana Strategic Plan of 2020 that The Business Weekly Sport is in possession of, FIFA says CSR programmes could be just what the doctor ordered for local football because sponsors become more interested in investing if by sponsoring they can also have a positive “social impact”.

“These partnerships based on social responsibility activities will also  increase fans’ engagement as they will feel emotionally connected with social issues that affect the country,” FIFA  advised.

The FIFA Botswana Strategic Plan is aimed at identifying major strengths and weaknesses that could have an impact on the development of football in the country. The study saw all 16 premier league clubs being examined for how they carry out their football-related businesses.

FIFA notes that it is vital for both BPL and clubs to know that sponsorship agreements are win-win situations. “BPL and clubs benefit from sponsorship because they get funds/free equipment/economic aid to build new infrastructures or do maintenance activities in the facilities in exchange of increasing visibility of the sponsor,” says the report.


 “Sponsoring companies on the other hand, benefit from the visibility and advertisement that (the) Botswana league and clubs will do about their products/services and also through sponsorship activation activities.”

The FIFA recommendations come at a time when BPL is finding it difficult to secure sponsors for the country’s football elite league after its deal with the country’s telecommunications giant, BTC, ended last year. The predicament faced by BPL obtains among most of the country’s premier league clubs that often makes it difficult for them to pay players.

In the Botswana country report, the world football governing body also urges the local football fraternity to exploit technology as an integral part of how fans consume sports, inside and outside the stadium, and as a driver to boost fair play.

“BPL and clubs must take into account all technological advances that help improve the fans’ experience regarding football, increase engagement of fans or improve fair play in the field, among others,” FIFA notes.

According to FIFA things like organizing e-sports football tournaments can aid in assuring continuous development of football in Botswana.

FIFA advises BPL and clubs to treat fans with respect because they are important stakeholders in development of local football. “Both businesses and brands perceive fans as really valuable assets, so they focus on actively looking for them,” it says. “This is because fans boost brands due to their enthusiasm.

“So making the Botswana League attractive for current fans and for potential ones is key for achieving the objectives regarding development of football in Botswana. Furthermore, fans can help Botswana League and Clubs to deliver exactly what fans require, thanks to interaction in social media platform.”