Few sporting events in Botswana can claim to have transformed an entire town’s economy while simultaneously nurturing elite athletes. Yet, over the past decade, that is precisely what the Orange Phikwe National Marathon has quietly achieved.
As the flagship race celebrates its 10th anniversary, it has grown beyond being just another date on Botswana’s athletics calendar. Today, it stands as one of the country’s leading road races, attracting thousands of runners, fitness enthusiasts and spectators from across Botswana and the Southern African region while injecting much-needed revenue into Selebi-Phikwe’s economy.
What started as a community sporting initiative has evolved into an important sports tourism product, helping reposition the former mining town as a destination capable of hosting major national events. For Orange Botswana, whose partnership has sustained the marathon over the years, the event represents far more than corporate sponsorship.
Orange Botswana Public Relations and Communication Manager Tebogo Nadisah said the company’s long-term investment reflects its belief that sport can be a powerful catalyst for economic growth, community development and social transformation. “The Orange Phikwe National Marathon has grown into much more than a sporting event. Over the last 10 years, it has become a platform that stimulates economic activity, supports local businesses and creates meaningful opportunities for communities in Selebi-Phikwe,” Nadisah said.
Nadisah said the marathon continues to provide a credible platform for identifying and nurturing future athletics stars. “We have seen the marathon create real opportunities for athletes, from grassroots participation to elite competition. It provides a credible stage for talent identification and athlete development while inspiring the next generation of runners,” she said.
The economic benefits have become increasingly visible with every edition of the marathon. Hotels often report full occupancy during race weekend as athletes, officials and supporters descend on the town. Restaurants, food vendors, transport operators, retailers and informal traders also experience a significant increase in business as visitor numbers swell. For many small businesses, the marathon weekend has become one of the busiest trading periods of the year. Organisers believe the event has played a key role in positioning Selebi-Phikwe as an emerging sports tourism destination at a time when the town continues searching for new economic drivers following the closure of its once-thriving copper and nickel mine. Beyond its economic contribution, the marathon has become an important pillar in Botswana’s athletics development pathway. Staged under recognised athletics structures, the competition provides local runners with an opportunity to compete against quality opposition, earn prize money and improve their rankings as they pursue qualification for major international competitions, including the Olympic Games and World Athletics championships.
Nadisah said the marathon continues to provide a credible platform for identifying and nurturing future athletics stars. “We have seen the marathon create real opportunities for athletes, from grassroots participation to elite competition. It provides a credible stage for talent identification and athlete development while inspiring the next generation of runners,” she said.
The event is organised in partnership with the Selebi-Phikwe Town Council and the Botswana Athletics Association, with stakeholders working together to identify promising young athletes and support their development through nutrition programmes, training equipment and travel assistance. Through its corporate social investment programme, Orange Botswana has used the marathon platform to support education and digital inclusion initiatives across Selebi-Phikwe. These include donations of digital learning equipment to schools, the establishment of digital classrooms and the rollout of Women’s Digital Centres designed to equip young people with technology and entrepreneurship skills. The company’s broader investment reflects an understanding that community development extends beyond the finish line.
Health and wellness have also remained central to the marathon’s philosophy. Activities leading up to race day, including community fun runs, aerobics sessions and fitness campaigns, have encouraged greater public participation in healthy lifestyles while strengthening community engagement. For organisers, the race is no longer measured solely by the number of runners crossing the finish line but by the lasting impact it has on businesses, schools, athletes and the wider community.
“As we celebrate 10 years of the Orange Phikwe National Marathon, we are proud of the impact this event has had not only in athletics but in transforming lives, empowering communities and contributing to the economic revival of Selebi-Phikwe,” Nadisah said.
