Deputy Minister of Industry and Commerce Raj Modi has said victories by Highlanders Football Club do more than excite supporters, arguing they also stimulate business activity in Bulawayo and highlight the growing link between sport and economic development.
Speaking at the launch of Highlanders African Gin this week, Modi said the club’s influence extends well beyond the football pitch and plays an important role in the city’s social and economic life.
“We all know that when Bosso is performing well, Bulawayo comes alive,” he said.
“This clearly demonstrates that sport is not just recreation. Globally, the sports economy has become an important driver of growth and Bulawayo is no exception.”
The indigenous beverage was launched through a partnership between Comrades Beverages and Highlanders as part of the club’s centenary celebrations.
Modi said he personally supported the product, purchasing five boxes which he said would be distributed through his retail outlets across the city.
He described the collaboration as a model of the kind of partnerships government wants to see between sporting institutions and local businesses.
“This partnership is not only about sponsorship, but about building relationships that create value for communities,” he said.
“It reflects confidence in local brands, our sporting institutions and the future of Bulawayo.”
The deputy minister said government recognised the growing role of sport in job creation, tourism promotion, industrial growth and youth empowerment.
“We believe sport can become an important pillar in the economic transformation of our nation, particularly for cities such as Bulawayo with a rich sporting heritage,” he said.
Modi also paid tribute to Highlanders as the club marks 100 years of existence, describing it as one of Zimbabwe’s most influential sporting brands with deep cultural and historical significance.
“Highlanders has grown beyond being just a football club. It is a symbol of pride, hope and belonging for millions of people in Bulawayo and beyond,” he said.
He added that the partnership between Highlanders and Comrades Beverages demonstrated how sport and business could work together to strengthen communities and inspire future generations.
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