Windhoek: The Director of Sport in the Ministry of Education, Innovation, Youth, Sport, Arts and Culture, Jo-Ann Manuel, has called on sport codes to emulate and learn from Cricket Namibia, Namibia Aquatics, and the Namibian Cycling Federation in maintaining strong relationships with their sponsors. Speaking at the launch of the 21st edition of the Nedbank Desert Dash in Windhoek, Manuel emphasized the importance of sustaining genuine partnerships with sponsors who have been committed for more than five years.

According to Namibia Press Agency, Manuel highlighted that passion in sport administration is crucial and goes beyond just work and financial reward. She stressed the importance of recruiting individuals who are passionate about their roles, underscoring that modern facilities alone are not sufficient to maintain dedication. Manuel noted that the commitment to sport should focus on passion and dedication to athletes rather than monetary gain.

She expressed concern over some sports federations losing their sponsors, which are fewer than five, and advised them to value their partnerships: 'When a sponsor asks for something or asks you to jump, you must ask how high. You must; you should be willing to cooperate; otherwise, you risk losing them.' Manuel pointed out that federations such as the Namibia Cycling Federation, Cricket Namibia, and Namibia Aquatics have more than 20 sponsors due to their ability to nurture and sustain these partnerships.

Manuel urged other federations to learn from the successes of these thriving organizations instead of seeking benchmarking opportunities abroad. She encouraged them to focus on the successful examples within the country, stating, 'This is what I keep telling other federations that give me sleepless nights. Why not go and learn from cycling, cricket, or swimming? Instead of flying to America or Jamaica to benchmark, start by learning from those who are already succeeding right here at home.'