The popular music festival will be on its 8th edition this year
Trans, Botswana’s leading logistics and retail giant, has emerged as the premium sponsor for the highly anticipated Born and Raised Music Festival, reaffirming its commitment to supporting local arts and entertainment. At a press conference held on Tuesday at Travel Lodge, where they also signed a memorandum of agreement, it was revealed that Trans is contributing over P1 million towards the festival. Though the exact amount was not disclosed, it was emphasized that the sponsorship will cover more than 90% of the event’s organizational needs.
The 8th edition of the festival will take place on December 21st at Serowe Stadium, with organizers anticipating a record-breaking attendance of 15,000 people. The stadium, a traditional home for this annual event, is set to host a musical spectacle like never before.
Thapelo Mmono, Head of Marketing and Communications at Trans, highlighted the significance of the sponsorship. “This is not just about supporting an event; it is about promoting Botswana’s culture and talent,” she said. The funding will go towards various aspects, including artist bookings, logistics, and a state-of-the-art stage setup.
Tickets are now on sale at Trans outlets, Choppies, and Liquorama countrywide. Early bird tickets are priced at P200, while standard tickets are available for P250. The pricing for VIP tickets, which promises a premium experience, will be announced soon. According to one of the organizers, Goaba Mojakgomo, the VIP section will feature a “magnificent setup” designed to deliver an elevated experience for attendees.
For Trans, this sponsorship is part of its broader Corporate Social Responsibility (CSR) initiatives. The company has consistently supported community-driven events and views the Born and Raised festival as a platform to empower local talent while boosting Serowe’s economy. “We are proud to play a role in promoting local arts and creating opportunities for Batswana. This marks our second sponsorship of the event, following our contribution through Liquor Stop last year,” Mmono added.
Since its inception, Born and Raised has grown into one of Botswana’s premier music festivals, featuring top local and regional talent. This year’s lineup includes notable acts such as Sun El Musician, Oscar Mbo, Revolution, Franco and Afro Musica, ATI, and Kelvin Momo.
Mojakgomo expressed gratitude for Trans’s support, emphasizing that the partnership will elevate the festival to new heights. “With this level of backing, we are confident this year’s event will be the best. We aim to bring the community together and celebrate the festive season in style,” he said.
The festival’s return to Serowe is expected to provide an economic boost to the town. From hospitality services to local vendors, the event creates temporary jobs and stimulates business activity.
Other sponsors include Heineken Beverages, which has been supporting the festival since its inception. Events Coordinator, Amantle Letsweletse revealed that Heineken will continue running promotions, such as offering free tickets with the purchase of specific products from them.
Coca-Cola, another major partner, will be the festival’s beverage sponsor. Kyle McDonald, a representative from Coca-Cola, stated: “We are proud to sponsor this event. Beverages are an essential part of gatherings, and this is the perfect platform to support.”
The festival also has a philanthropic side, Born and Raised has adopted a school in Serowe called Motalaote Primary School and is set to handover the construction project in the area, further cementing its commitment to community development. Mojakgomo says they have also built two houses in the central part of the country.
Fans are encouraged to purchase their tickets early to avoid disappointment. In his closing remarks, organizer Kamogelo Madikwe reminded fans that tickets will not be sold on the streets and urged them to plan ahead. To manage traffic, an artist believed to be the headliner will perform as early as 2 PM.
The 8th edition of the festival will take place on December 21st at Serowe Stadium, with organizers anticipating a record-breaking attendance of 15,000 people. The stadium, a traditional home for this annual event, is set to host a musical spectacle like never before.
Thapelo Mmono, Head of Marketing and Communications at Trans, highlighted the significance of the sponsorship. “This is not just about supporting an event; it is about promoting Botswana’s culture and talent,” she said. The funding will go towards various aspects, including artist bookings, logistics, and a state-of-the-art stage setup.
Tickets are now on sale at Trans outlets, Choppies, and Liquorama countrywide. Early bird tickets are priced at P200, while standard tickets are available for P250. The pricing for VIP tickets, which promises a premium experience, will be announced soon. According to one of the organizers, Goaba Mojakgomo, the VIP section will feature a “magnificent setup” designed to deliver an elevated experience for attendees.
For Trans, this sponsorship is part of its broader Corporate Social Responsibility (CSR) initiatives. The company has consistently supported community-driven events and views the Born and Raised festival as a platform to empower local talent while boosting Serowe’s economy. “We are proud to play a role in promoting local arts and creating opportunities for Batswana. This marks our second sponsorship of the event, following our contribution through Liquor Stop last year,” Mmono added.
Since its inception, Born and Raised has grown into one of Botswana’s premier music festivals, featuring top local and regional talent. This year’s lineup includes notable acts such as Sun El Musician, Oscar Mbo, Revolution, Franco and Afro Musica, ATI, and Kelvin Momo.
Mojakgomo expressed gratitude for Trans’s support, emphasizing that the partnership will elevate the festival to new heights. “With this level of backing, we are confident this year’s event will be the best. We aim to bring the community together and celebrate the festive season in style,” he said.
The festival’s return to Serowe is expected to provide an economic boost to the town. From hospitality services to local vendors, the event creates temporary jobs and stimulates business activity.
Other sponsors include Heineken Beverages, which has been supporting the festival since its inception. Events Coordinator, Amantle Letsweletse revealed that Heineken will continue running promotions, such as offering free tickets with the purchase of specific products from them.
Coca-Cola, another major partner, will be the festival’s beverage sponsor. Kyle McDonald, a representative from Coca-Cola, stated: “We are proud to sponsor this event. Beverages are an essential part of gatherings, and this is the perfect platform to support.”
The festival also has a philanthropic side, Born and Raised has adopted a school in Serowe called Motalaote Primary School and is set to handover the construction project in the area, further cementing its commitment to community development. Mojakgomo says they have also built two houses in the central part of the country.
Fans are encouraged to purchase their tickets early to avoid disappointment. In his closing remarks, organizer Kamogelo Madikwe reminded fans that tickets will not be sold on the streets and urged them to plan ahead. To manage traffic, an artist believed to be the headliner will perform as early as 2 PM.
