Bona Life’s sponsorship played a pivotal role in the successful staging of this year’s Clash of Legends tournament which was held at the Obed Itani Chilume Stadium in Francistown, organisers have said. They credited the life insurance company’s support for elevating the event’s scope and social impact. The tournament’s media liaison officer Lebowa Moroen said the partnership had a transformative effect on both the logistics and reach of the event. “From a logistical standpoint, their support enabled smooth execution of critical activities including the transport, accommodation, appearance fees and nutrition needs of over 80 players and officials across four countries,” she explained. She added that Bona Life’s brand visibility also amplified the event’s marketing efforts, particularly in northern Botswana. “It honestly would not have been possible to push our digital positioning as effectively as we did this year without their support.” The tournament, which brings together retired footballers from across Southern Africa, also ran a grassroots coaching clinic for over 50 young players in Francistown. According to Moroen, the clinic was a standout moment — with football legends from four nations mentoring local youth. “Bona Life’s contribution directly supported player welfare and development,” she said. “They helped us deliver a high-quality grassroots clinic, and even provided some of the equipment and training bibs we used.” Beyond the pitch, Moroen underlined the deeper community values behind the event. “When brands like Bona Life partner with sports initiatives like Clash of Legends, the impact extends well beyond the game. It instils values of discipline, teamwork, and leadership in young people — while also building more secure futures for our retired stars.” She praised Bona Life’s commitment to supporting the tournament’s charitable cause: a fund for former athletes living with disabilities. “This sponsorship wasn’t just financial — it was a values-driven investment. It aligned with our mission to uplift communities. Football became a vehicle for dignity, healing, and social impact.” Moroen also said the collaboration between Clash of Legends and Bona Life created a ripple effect likely to attract more sponsors in future. “When a citizen-owned brand like Bona Life steps forward to support causes that matter, it sends a powerful message to the rest of the corporate sector. It sets a precedent — a trend for purpose-led partnerships.” She continued: “If a one-day event like this can create jobs, bring hope, and generate such strong public interest, imagine what sustained investment in sport could achieve.” Moroen noted that Bona Life maintained an active presence throughout the event — from the welcome dinner to halftime activations and matchday promotions. “By co-branding activities like the clinics and hospitality area, they connected with young footballers, coaches, and community leaders in a tangible and lasting way,” she said. The event was also a moment for Bona Life to spotlight its own broader purpose. As the first citizen-owned life insurance company in Botswana, the company used the platform to show how it is moving beyond traditional offerings. “The partnership between the first citizen-owned insurer and the country’s first retired-athletes-supporting event was symbolic,” said Moroen. “It demonstrated Bona Life’s commitment to offering community-driven solutions.” In a separate interview, Bona Life CEO Phatsimo Keakabetse reflected on the wider meaning of the tournament. “This was never just about wins and trophies,” she said. “It was about recognising the courage, discipline, and determination of every athlete. Whether you take home a medal or not, stepping into the arena with purpose and commitment already makes you a winner.” Keakabetse said the sponsorship builds on Bona Life’s growing footprint in sports development, following earlier support for swimming and golf. “By backing football, we strengthen our mission to promote healthy living and community engagement,” she said. The event also honoured the coaches, families and mentors behind the scenes — the support systems that often go unrecognised but are vital to any athlete’s journey.