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Analysis of corporate sponsorship among super league football teams in Botswana

Lobone L. Kasale
Cora Burnett
W. J. Hollander


A broad array of research has in the past been conducted on the reciprocal benefits of sponsors and sports institutions. However, little attention has been given to the motivational incentives for providing such sponsorship. This study aims to address this issue by exploring the reasons for providing sponsorship to super league football teams in Botswana. Ten representatives from the companies identified as potential sponsors from the Broadhurst Industrial Area and Gaborone Commercial Park were interviewed. An analysis of the data revealed that although companies are willing and able to provide sponsorship to super league football teams and events in Botswana, they rarely received any proposals regarding sponsorship from the teams. It is proposed that the soccer fraternity be educated to manage teams as enterprises and be made aware of the multiple application and benefits of sponsorship and business partners.

Key words: Sponsorship, soccer, Botswana.

(Af. J. Physical, Health Education, Recreation and Dance: 2003 Special Edition: 59-67)

Journal Identifiers

print ISSN: 2411-6939