Baptism of fire awaits Taylor
WASBO excited about rise of women
Nullified 2020/21 league haunts BFA
The arrival of Goabaone Taylor at Lekidi as the new Chief Executive Officer (CEO) of Botswana Football Association (BFA) caught many football supporters by surprise and rattled feathers, as it bucked the trend many had become accustomed to.
Goaba, as she is affectionately known by her friends, has brushed aside the curious stares from onlookers and hit the ground running, launching a fact finding mission in her first week at the office to gather information about the state of affairs at the football governing body, to prepare a plan and set out priorities for the way forward. “In my first week I have been able to have a meet and greet with most senior managers and the rest of the staff where we discussed issues, challenges and opportunities for change and growth,” she said, oozing with confidence after being taken through a two-day induction program facilitated by Mamelodi Consulting.
Women and Sport Botswana (WASBO) chairperson Matlho Kgosi hailed the BFA decision saying they made the best choice. She said WASBO is proud to have a woman at the helm of the most popular sport in the country. “We believe she is capable, talented and a right fit for the job. Together with our male partners we will ensure her success in reviving the fortunes of BFA,” said Kgosi.
Taylor’s second week was spent on training and gaining insight from other General Secretaries of Football Associations from across Africa, before attending a General Secretaries course on Football Management hosted by COSAFA in partnership with Confederation of African Football (CAF) and facilitated by UEFA Assist.
Taylor has already attended her first BFA Executive Management meeting, where she discussed her 100 day plan with the Letshwiti and his EXCO. “My first 100 days will be focused on people management to ensure BFA is an efficient organization. Moreover, the 100-day plan will be cascaded and incorporated into the teams’ scorecards for implementation and monitoring,” she explained.
Taylor said she will also use this time to put together a long-term plan for future sustainability of the BFA while ensuring continuity on all matters that have been ongoing prior to my appointment. The long-term plan is to have an FA that is efficient and sustainable with reduced dependence on government grants and other areas of focus will rest on women’s football and youth development to ensure alignment and prioritization aimed at yielding impressive results. Still on her journey, Taylor managed to have a meet and greet with the women’s senior national team where they shared their aspirations and areas they need support. “I proceeded to have a meeting with the head coach and her team to understand areas that the association needs to focus on. It was a great meeting and it yielded enough for me to know where priorities will be given once I start to engage with other stakeholders,” she said.
Armed with a Bachelor of Business Administration Degree with a major in Marketing from the University of Botswana (UB), including an array of professional courses in the areas of Digital Marketing from the University of Cape Town (UCT), Senior Development Program with USB-Ed and Enterprise Risk Management with Botswana Accountancy College (BAC) among others, Goaba believes she is well equipped for the mammoth task ahead. Her three year tenure at the helm of BFA started on April 5, 2021.
Welcoming Goaba to Lekidi Football Centre, BFA President Maclean Letshwiti said her appointment is the best decision to take local football forward. “This restructuring of BFA leadership will ensure future success while expediting organic growth and new acquisitions,” he said.
BFA Competitions Manager, Phuthego Setete said they are aware that football supporters are disappointed because of the nullification of the 2020/21 league, but unfortunately the decision was taken as a result of the pandemic. “Based on expert medical advice from the Covid19 task force, Government has suspended all sporting activities to control the spread of the virus. However, we are hopeful that we will be back to playing fields soon,” he said, explaining that the BFA have submitted a new proposal to the Ministry of Youth, Sport and Culture (MYSC) and are awaiting feedback with regards to the possibility of getting back on the field.
“We are constantly in talks with government through Botswana National Sport Commission (BNSC) but for now, national teams and national activities are still ongoing and fans are encouraged to engage and support until the situation stabilizes,” he added.
Armed with more than 18 years of professional experience backed by a distinguished track record of identifying the uniqueness of brands, accentuating their appeal, taking them to market and maximizing their value, Goaba brings a unique set of skills, perspectives and relationships to lead the BFA into the future.
Goaba led the commercialization of Pay TV and Free-to-Air content platforms as the Country Manager of Econet Media, implementing a go-to-market strategy, driving brand awareness, partner and customer acquisition as well as enhancing customer experience. She has also worked in the Wholesale Business arm of BTCL, spearheading business development efforts, managing international relationships with strategic business partners; a similar arrangement which exists in football with both FIFA and UEFA.
The incoming CEO said in partnership with Letshwiti and his NEC, it is time to focus on what is best for football, from the very bottom to the very top. She believes local football is awash with raw and undeveloped talent awaiting to be harnessed. “My plan is to use all these skills to good effect in developing the local football eco-system, from grassroots upwards for boys and girls. We need to build a ‘one vision’ view of the future where the interests of many prevail over the agenda of individuals within the game and its administration. Success will only come to those who work hard together for the love of the game. It is my job, with the help of the Association, to lead in the progress of the game in all its facets,” said Goaba.