Ken Borland

What strikes you most when chatting to Cricket South Africa’s CEO Pholetsi Moseki is that this man just loves the game so much and also feels he has a responsibility to it, which explains why he stuck it out through the organisation’s most problematic years.

Moseki first joined CSA in July 2019 as their chief financial officer. By the end of that year, the organisation was in an administrative shambles and Moseki found himself fulfilling various extra roles until he was ultimately appointed acting chief executive in December 2020, succeeding the likes of Jacques Faul and the shortlived Kugandrie Govender.

CSA then made that appointment permanent, on a five-year deal, in March this year, a decision which, by all accounts, is a popular one with the staff and the organisation’s stakeholders.

“I was introduced to cricket in the mid-90s by my cousin and it was huge fun watching the Proteas back then. The beauty of it was being able to watch five days of cricket on SABC and Test cricket is still my favourite format,” Moseki told The Citizen.

“So when I joined CSA as their CFO, I felt I was doing something I love and the first three months were lovely. Then all the chaos started and I thought ‘What have you done?!’

“I don’t know how many times I was deciding whether to stay or go, but by the time I thought I should go, in late 2020, I was the only executive left and I felt a responsibility.

“I was the last man standing, but I was fond of the organisation and the people working there, and I love cricket. So for 18 months it was the sense of responsibility that kept me going.

“It’s not just about head office, there are 1800 people employed in our affiliates around the country. I did not want all of that to collapse so I committed to contributing to the rescue operation.

“It meant sometimes I was having three hours of sleep a day to do it, Graeme Smith had to step up and the staff as well, and I was extremely proud of their efforts.

“There were bullets flying all over, but we kept out heads down. We understood what was at stake. Cricket is not just a hobby, it pays for peoples’ school and medical fees,” Moseki said.

Apart from cricket, the chartered accountant says family are his other great passion.

“I was born and bred in Soweto and I went to school there until Standard 7, when my parents decided, with all the 90s chaos in the townships, to send me to school in the city centre of Johannesburg – St Endas College in Hillbrow.

“The only subject I really liked was accounting, maybe because I had a lovely teacher, young and pretty,” Moseki chuckled. “And then I did my CA through Unisa.

“I am married with a son who is 16 but believes he is in his 20s. They keep me sane and I am very close-knit with my siblings and my Dad is still around too.”

Having begun his working career as a Natal Building Society teller, he says a stint at Deutsche Bank was “when my ambition formed, investment banking was the place to be and it was the most amazing time of my life”.

Since then he has run his own consultancy and advisory businesses, as well as being a CFO at one of Denel’s divisions and, before joining CSA, at Magalies Water, which meant driving to Rustenburg every day.

Our cricket is in the hands of someone who not only knows how to count those all-important beans, but also how to grow and sustain them.

“Our new T20 competition is going to be key to our sustainability going forward. But like any new product, you don’t expect it to make money in the first few years.

“But if, after five to 10 years, we get 5% of the revenue the IPL is making, that would already be more than our current revenue. Our two previous editions cost us hundreds of millions of rand, but now we have a long-term plan with great partners like SuperSport.

“The nature of the cricket calendar means you’re always competing against someone’s T20 league, but we’re backing ourselves. In January people are still in holiday mode, the varsities haven’t opened yet.

“We need to get our fans’ hearts and souls back. We will make it the best we can and back our local market,” Moseki said.

Which is where the new partnership with Roc Nation comes in. The entertainment and events brand are experts at reaching urban youth and there is going to be a real focus on improving spectator experience and using digital to drive CSA’s vision for the game.

“New technology is absolutely important and digital is so crucial – the IPL has just sold their digital rights for $4 million per match, more than the TV rights. We don’t want to get left behind.

“We’re going to go big on our app, there are a lot of amazing things planned for that, linked to the sort of amazing stadium experiences you have in the U.S.

“It’s all about connectivity and over there you can order food on your app inside the stadium, book specific seats; the digital experience of the game is key.

“Over the next few years, there are going to be a lot of changes in South African cricket, and technology will be front and centre of that, to improve the stadium experience,” Moseki said.

But as Moseki beavers away in his Melrose Estate office, he knows that CSA’s most important property is the game. The cricket must come first.

“For the last two years we have not been focused on cricket but on everything else. It’s actually amazing that our Proteas teams and our staff and members are doing so well.

“But our attention needs to go back to cricket, developing more players, improving our relationships with our stakeholders and improving the stadium experience.

“We want to make sure we are the partner of choice and the employer of choice, and that our fans and the media want to come to our events,” Moseki stated.

Six IPL teams are in the shake-up for ownership of the six franchises that will play in Cricket South Africa’s new T20 tournament early next year, CSA chief executive Pholetsi Moseki has confirmed.

The proposed tournament, which is co-owned by CSA, SuperSport and former IPL chief operating officer Sundar Raman, is eager to target the lucrative Indian market.

“There are big things planned for our T20 league and six IPL teams have submitted bids to invest in a franchise, as well as other Indian investors and teams from the Pakistan Super League,” Moseki told Saturday Citizen.

“The global interest has exploded and we’ve had almost 30 Expressions of Interest received. An independent service provider, which is one of the big four global audit firms, will do an evaluation of all the bids.

“This T20 league is quite key to our sustainability going forward and we have a long-term plan along with our partner SuperSport,” Moseki said.

While the unveiling of who the successful bidders are could still take a little while, CSA are expected to announce the appointments of new executive staff like the director of cricket, chief financial officer and chief commercial officer, in the next week or so.

The new T20 competition is scheduled to start on January 12, and CSA are so determined to ensure their Proteas stars are there from the start that they have requested the postponement of the ODI leg of their tour to Australia.

“In terms of the FTP and big tours involving Australia and England, we’ve had to manage some challenges,” Moseki said. “But we’ve cleared our January schedule from 2024 on and want to make the best we can of this tournament.

“When we started our planning in November last year, most of our first meeting was about the scheduling. We considered November and December, and February as well, but January is best.

“There are exams in November and it can’t be December because that would be terrible for our international commitments. It is just the nature of the calendar that you are always competing against someone. Just not the IPL because no-one can compete against them.

“We knew there was talk about the Emirates T20 targeting that January window as well, but we back ourselves. In January, South Africans are still in holiday mode, the varsities haven’t opened yet,” Moseki pointed out.

Cricket South Africa’s announcement on Thursday of a partnership with global events company Roc Nation is indicative of a newly-prioritised effort to restore their relationship with their fans and ensure better engagement and experiences for them, while hopefully attracting new converts to the game.

Given Roc Nation’s understanding of creating great experiences for fans, and their already-in-place connection with South African sports fans (especially the crucial Black market) through their management deals with national captains Temba Bavuma and rugby star Siya Kolisi, they are the ideal consultants for CSA as they not only look to restore their public image but also ensure the game grows in the post-Covid world.

Roc Nation are the entertainment strategists for the NFL in the United States, tasked with enhancing the league’s live experience for fans, including the SuperBowl, which is second only to the Uefa Champions League final as the most-watched annual club sporting event worldwide. Roc Nation are also lead players in augmenting the social justice efforts of the NFL through the Inspire Change initiative, which will come in handy when CSA have to negotiate movements like Black Lives Matter.

CSA’s new management, both in terms of the board and the executive, have been frank about how they need to restore trust after the divisive battles of recent times.

As CEO Pholetsi Moseki said: “One of our big tasks is to rebuild confidence and the faith of the fans. It’s about how we enhance the brand and bridge the divide, the lack of trust, between us and our stakeholders, especially the fans.

“If we’re honest, we were struggling to attract fans back even before Covid. This partnership is about how we re-connect with our fans and get new ones.

“We are the custodians of the game, but we are also in the entertainment business and Roc Nation are the absolute best partner we can have for that. Fan experience is key whatever the sport.“

Given the dreadful mess they inherited, it is likely the new CSA executives will not err in thinking the sport is about them, because that drove the game on to the rockiest of reefs. Roc Nation are ideally placed to help restore the damage.

Trawling social media (which always leaves one feeling a bit dirty), one would think Cricket South Africa’s newly-appointed director of cricket, Enoch Nkwe, is filled with the sort of vengeful wrath of a spouse whose partner has committed adultery.

South Africans, it seems, love the drama of confrontation and aggression, especially if we can throw in an element of racial bias. No wonder we are such a sadly divided nation.

Aside from the delicious irony of Nkwe having gone from being Mark Boucher’s assistant coach to effectively his boss in the space of less than a year, it is highly unlikely that the new director of cricket is going to come in and destabilise the national team – especially since they are clearly heading in the right direction – by firing the coach.

And with CSA now playing it by the book in terms of corporate governance, any perceived enmity between the two has not only been grossly overstated but would also not be grounds for dismissing Boucher.

While admittedly it was a difficult marriage between the two when Boucher became head coach in December 2019, Nkwe being ‘demoted’ from interim team director to his assistant, the new director of cricket told me personally a couple of months back that he had no issues with Boucher personally.

His much-publicised resignation and his eventual decision not to testify at Boucher’s disciplinary hearing were never about the man himself. The reason why their work relationship never clicked is because, at heart, they are both head coaches.

South Africa have often got it wrong when it comes to their assistant coaches for the national team. Being the Proteas assistant coach is not like being the head coach of a franchise, the responsibilities are totally different. It is why someone like Malibongwe Maketa is much better off being the head coach of the SA A team than he would be in some understudy role with the Proteas.

It is a systemic error and Nkwe is exactly the sort of clear thinker to put it right as director of cricket.

At CSA’s AGM last October, the grim financial picture of the organisation was shown, with a nett loss of R221 million in 2020/21. This was largely due to broadcast revenue plummeting and there was an acknowledgement that to fix the situation, the Proteas had to be a drawcard, strong enough for the Big Three to want to play against regularly.

Between Boucher and the previous director of cricket, Graeme Smith, that vital reputation overseas has been restored. The immense respect Smith is held in internationally, especially in India, was crucial in getting those ‘sugar daddies’ into bed.

Nkwe will be a different sort of director of cricket. Apart from being an excellent coach, the 39-year-old is passionate about developing structures for the game, from grassroots all the way to where the sponsors want to pay their big money.

Nkwe’s appointment is an investment in the game at all levels and just reward for someone who has maintained his dignity despite the ignominy of his treatment by the previous CSA Board.

But then Boucher has also been treated disgracefully and I like to believe that there will a professional relationship between the two and a respect for their different roles.

Boucher may well continue to be the public face of our cricket as he steers the national team, but Nkwe has a vital role to play in ensuring the pipeline, everything that feeds into the Proteas, is operating smoothly and efficiently.

Together, they could actually form quite a formidable team. Nkwe is one of the leading cricket brains in the country and his input into the national team and all levels below it can only be beneficial.