M1.7m boost for Econet APICA

Econet Telecom Lesotho (ETL) is set to host the Econet Africa Picnic and Camping (APICA) event from February 27 to March 1, in partnership with local events management company, Global Events.

Speaking at the official launch on Tuesday, ETL Acting General Manager for Marketing, Communications and Customer Experience, ‘Mathabo Masoabi, highlighted Econet’s long-standing commitment to the prestigious lifestyle event.

Masoabi revealed that ETL has invested more than M7 million into APICA over the past seven years, with this year’s sponsorship increasing to M1.7 million.

She said Econet’s support for APICA goes beyond entertainment, as the initiative plays a significant role in nurturing local talent and stimulating Lesotho’s economy.

According to Masoabi, the event creates employment opportunities, helping to combat poverty while injecting economic activity into the host community of Ha Ramabanta.

“APICA brings significant opportunities to Ha Ramabanta, transforming it into a buzzing hub as tourists flock to the area to seek accommodation, horse riding and other services. This creates a surge in demand and employment opportunities for car guards, hosts and support staff. The ripple effect supports local businesses and stimulates economic growth,” Masoabi said.

Econet APICA organiser, Montoeli ‘Moleli, said the initial vision was to create an immersive picnic and camping experience.

He noted the concept was pitched to Econet, which has supported the event as a sponsor and partner from its early stages.

He added that the telecommunications giant’s involvement has breathed new life into APICA, firmly establishing it as a key fixture on Lesotho’s entertainment calendar.

Masoabi also emphasised the mutual benefits of the partnership, noting that it continues to drive growth, innovation and excitement around the event.

Meanwhile, ETL Public Relations and Communications Officer, Retšelisitsoe Nkhahle, announced that tickets for this year’s APICA will be sold exclusively through Econet’s digital Ecoticket platform.

“This move underscores Econet’s commitment to digital innovation, making ticket purchases convenient and hassle-free. Through Ecoticket, fans can easily secure their spots and be part of the vibrant APICA experience,” Nkhahle said.