R1bn tourism sponsorship is wrong

The’brouhaha over Tourism SA s proposed sponsorship deal, worth close to R1bn, with English Premiership side Tottenham Hotspurs has left more questions than answers.

Tourism SA CEO Themba Khumalo was at pains to douse fires amid a backlash from the country over the mooted splurge. While this column will not enter the fray of political ramifications, the deal smacks of misuse of taxpayers’ money in the worst possible way.

While the English Premiership is the most watched spectacle in the world, challenges faced by this country far outweigh splurging that amount on a campaign to raise awareness of SA as a tourist destination. Examples cited such as a similar deal involving Rwanda and Arsenal do not even come close to equating the situation.

First, SA cannot be compared to Rwanda as the histories of the countries are so different.

SA is well known around the world due to the influence of former struggle icon Nelson Mandela and having organised and hosted global soccer, rugby and cricket events.

At the end of July, SA will add to its status as a memorable host nation when it welcomes countries for the World Netball Cup tournament.

Mention SA anywhere in the world and people will know which country is being talked about.

Besides the role SA has played in the international sports space, its boxers such as Zolani Tete, Vuyani Bungu, Welcome Ncita, Corrie Sanders and Mbulelo Botile have been involved in big fights abroad.

Recently East London boxer Sive Nontshinga received worldwide attention after winning the IBF junior flyweight title in Mexico.

SA is unlike other nations who still need to embark on awareness drives to reposition themselves or dispel the wrong perception the world holds of them.

Arab nations have splashed out big money using sport to convince the world to see them in a different light.

Just a few months ago, Qatar fielded questions on its stand on human rights and homophobic inclinations rather than being judged on its ability to host the soccer World Cup.

If, and only if, we have money to spend on marketing the country, there are entities such as the Springboks, Proteas as well as individual boxers who campaign in the international space, even though they do not equal the platform dominated by English football.

The government must desist from undermining our own sport entities in favour of foreign platforms.

The government must desist from undermining our own sport entities in favour of foreign platforms