BFA engages Pitch Direct
Botswana football is set to receive a major boost with the Botswana Football Association (BFA) partnering with Pitch Direct, a UK-based sports marketing agency. Pitch Direct will work with the BFA over the next three years to oversee marketing, commercial strategy, and future planning for the organisation. The aim is to reposition the brand and create greater value, unlocking the game's full business potential.
Pitch Direct has established a reputation as a trusted partner within the African football game, having recently signed a similar partnership with the Football Association of Zambia. Several other countries are currently in discussions with Pitch Direct to enhance their marketability and organically grow their brand.
"We believe in the rich potential of football in Botswana, Southern Africa and the continent as a whole, and it is now about unlocking that for the future growth of not only our organisation, but the game in Botswana as a whole," said BFA President Maclean Letshwiti. "There are exciting times ahead. We have a five-year roadmap to achieving a sustainable and professional football organisation which will improve the football industry and contribute
positively to Botswana's economy. Pitch Direct will be an important partner in assisting us on that journey."
Botswana football has seen notable successes on the pitch in recent years, including the women's national team reaching the quarterfinals of the 2022 Women's Africa Cup of Nations, leading club side Jwaneng Galaxy playing in the group stages of the CAF Champions League last year, and a solid start in the 2023 Africa Cup of Nations qualifiers for the men's senior national team.
Nicolette Packwood-Clover, Pitch Direct Founder and CEO said, "This appointment is part of a broader marketing transformation and vision that will accelerate and professionalize the growth and commercial development of the Botswana Football Association. In addition to Pitch Direct fulfilling marketing services, we will also operate as the BFA's exclusive sponsorship agency, managing all the organisation's rights and commercial assets."
The partnership marks a significant moment for Botswana football, with the BFA and Pitch Direct set to enhance the commercial operations of the BFA, positioning themselves as the "go-to" marketing agency across the African continent.