The Botswana Football Association (BFA) president, Tebogo Sebego, shocked members of the press when he told the new Chief Executive Officer, Keith Masters, to be aware of some sports journalists who like to push their own agendas.
Sebego sent a warning to the Englishman during a press briefing, which was called to introduce the new CEO.
“In this country, there is something we call tshele (petty talk). Unfortunately, it is an ailment in our society. We have some of the best journalists here but there are those who like negative criticism. I’ll be doing you injustice if I cannot alert you,” Sebego said with Masters nodding.
Sebego’s statement came as a shock to some journalists who did not take it kindly. When it was his turn to speak, Masters emphasized the need to have a healthy relationship with the journalists. He pointed out that his door will always be open to the scribes.
“I’ll do my best to work with you. I need you in order to take Botswana football forward,” said Masters.
In the past, there have been complaints that some CEOs did not work well with the media. Turning to his new job at Lekidi Football Centre, Masters assured the football fraternity that he will do his best to turn BFA into a profitable organization. But he was quick to warn people not to expect changes at the association overnight.
“Success is a journey, it is not a destination. I cannot do it alone but I know it’s achievable,” he said.
The former Kent Football Association chief hinted that some of the measures he is going to introduce are going to be unpopular in some quarters. He asserted that he is not here to be popular but to do his job.
The Englishman told the media that football is the most marketable commodity in the world and he has no doubt that he will change the image of BFA in the three years he will be here.
In the past years, some CEOs have left the hot seat at BFA headquarters before the end of their contracts, citing unbearable working conditions but Masters has said that he is up to the challenge.
“I will last here because in my life I have never run away from anything,” he said.
It is expected that in fullness of time, the BFA will get a local to deputise Masters in order to transfer skills. At the end of Masters’ term, Sebego said it is their intention to pass the button to a local.
Masters has 32 years experience in football administration and his relationship with BFA started over a decade ago.
