Systems, Khuduga TV in historic broadcast deal
Premiership side, Security Systems have entered into a historic broadcast partnership with local broadcaster, Khuduga TV for theupcoming football season. The partnership will see all the Systems’ league matches shown live on Khuduga TV. Speaking at the partnership launch yesterday, Systems’ chairperson, Lenamile Letsogile said the club and television station had agreed on terms in 2020 but due to a halt on competitive football, the two parties were forced to wait.
He said, through the partnership, Systems’ games will be broadcast on all digital and social media platforms. He added that through the partnership, the club will be able to generate income through in-game advertising and commercials in a bid to boost the club’s bottom line. “We met in 2019 to explore opportunities of expanding our marketing, a good Samaritan in Khuduga TV then approached us. And the model they came up with had similarities with our marketing model in the club. Khuduga TV will broadcast our games through all the digital media channels. The partnership was agreed in 2020, and it is not only meant to take the game to the people but to generate income through advertising to enhance the club’s revenue,” Letsogile said.
For his part, Khuduga TV programmes coordinator, Letlhogonolo Ngwenya urged the business sector to seize the opportunity and advertise through the partnership. He said Khuduga TV is accessible on social media platforms, Youtube and traditional digital channels making it reachable to the majority of both the football and non-football community.
Botswana Football Association (BFA) president, Maclean Letshwiti lauded the two parties for being trendsetters in the football industry. He said it has proven across the world that the game generates money through television rights and local clubs should also follow the trend.
“It is with great satisfaction to witness the change of direction done here by Systems. This is encouraging for BFA because this is the direction and dream to see football commercialised and professionalised. What Systems is doing speaks to the professionalisation and commercialisation of football.
The most important aspect of club licensing is finance. In football world wide, the biggest revenue comes from television, it calls for this partnership; we need commercial partnership to commercialise football in Botswana. If this relationship works and is executed properly, it will change the entire situation of Systems. You can communicate better and reach everyone where they are. The most important thing is the fanbase. They need to know on a daily basis know what is happening in the club,” Letshwiti said. Khuduga TV was established in 2016 but was only licensed in 2019. The channel’s content centres mostly around sports and entertainment.