Tennis in Botswana is gaining momentum, emerging as one of the country’s most promising sports. With a busy calendar of local and international tournaments, strategic development initiatives, and a renewed focus on grassroots participation, the Botswana Tennis Association (BTA) is calling on the corporate sector to invest in the sport’s growth.
“Now is the perfect time for corporations to align with tennis,” said Tshepang Tlhankane, BTA’s Head of Marketing and Communications. “They should support the sport during its growth phase, not wait until it achieves global recognition.”
Strategic growth through planning
The BTA’s success is the result of meticulous planning and execution. This year, Botswana will host key International Tennis Federation (ITF) events, including the J30 and J60 World Junior tournaments in April. These tournaments provide local players with invaluable exposure to international competition.
“Positive experiences and excellent hospitality make tournaments memorable, encouraging players and parents to return,” Tlhankane noted.
Grassroots development at the core
Central to the BTA’s strategy is grassroots development. The association recently appointed experienced coach Wellington Sibanda as Junior Tennis Coordinator. Having previously worked with the BTA and BMC Club, Sibanda is tasked with identifying talent nationwide and boosting participation.
“Coach Sibanda knows Botswana tennis well,” Tlhankane said. “His role is vital in nurturing talent from club level to national and international stages.”
The BTA is also working to dispel the notion that tennis is an elite sport. Through the Play and Stay program, the association aims to train more tennis tutors, expanding the sport’s reach to underserved areas.
“We want to change the perception that tennis is exclusive,” Tlhankane said. “Our goal is to make it accessible to everyone.”
Addressing infrastructure and coaching challenges
Infrastructure remains a significant hurdle. While some regions have tennis courts, many facilities require upgrades, and new courts need to be built. Limited funding from the Botswana National Sports Commission (BNSC) has made this a persistent challenge.
“Developing infrastructure is costly, and we rely solely on BNSC funding,” Tlhankane explained. “Private sector support, even for a single center, would make a big difference.”
To maintain coaching quality, the BTA has established a Coaches Commission responsible for monitoring coaching standards and registering professional coaches.
The need for corporate sponsorship
Despite notable progress, financial constraints continue to limit the BTA’s potential. A lack of private-sector sponsorship hampers the association’s ability to expand its programs.
“We have occasional support from private entities, but it’s not enough,” Tlhankane said. “If companies could allocate part of their Corporate Social Responsibility (CSR) budgets to sports, we could achieve much more.”
Tlhankane highlighted tennis’ proven track record, urging companies to see it as a worthwhile investment. “Corporate backing for a sport with demonstrated success like tennis could make a substantial impact,” he said.
A clear call to action
The BTA’s message is straightforward: the time is now for corporate Botswana to invest in tennis. Supporting the sport during its growth phase offers companies an opportunity to influence its future and contribute to national sports development.
“The private sector should recognise the value of sports like tennis,” Tlhankane emphasised. “Beyond the game, it fosters health, discipline, and personal growth in young athletes.”
