Moroke Sekoboto
TELECOMMUNICATIONS giant Econet Telecom Lesotho (ETL) has taken the headline sponsorship role for the 2025 edition of the much-anticipated Lecholi Mountain Drive and Braai Experience, injecting over M1.1 million into the event.
The sponsorship includes M500,000 allocated directly to the organisation of the event, while the remaining M600,000 will cover marketing and logistical support.
This year’s edition will be held from 26 to 28 September 2025 at the iconic Lekhalong la Baroa (Bushmen’s Pass) in Maseru.
The sponsorship was officially announced during the launch of the event’s fifth edition at Thabeng Hotel in Maseru this week.
With this new partnership, the event has been renamed the Econet Lecholi Mountain Drive and Braai Experience.
Speaking at the launch, ETL Acting General Manager for Marketing Communications and Customer Experience, Puleng ‘Mathabo Masoabi, said Econet is committed to uplifting communities through both digital and cultural empowerment.
“This partnership is a bold statement of Econet’s continued investment in Lesotho’s creative and cultural economy. We believe in the potential of our entertainment and tourism sectors to drive economic activity, foster social cohesion, and create employment opportunities, especially for Basotho youth,” said Ms Masoabi.
She also said the sponsorship builds on a relationship that began in 2022 when Econet first supported the event with M50,000 while the country was still reeling from the effects of the COVID-19 pandemic.
“We are proud to be part of this event that captures the spirit of adventure, community, and celebration—values that align perfectly with our brand.”
The Econet Lecholi Mountain Drive and Braai Experience is an annual outdoor lifestyle event organised by Lecholi (Pty) Ltd. It features a convoy drive from Maseru, a thrilling 4×4 mountain trek, overnight camping, a movie night, braai sessions, hiking trails, and music performances—all set against Lesotho’s stunning highland backdrop.
Event organiser Mokhesi Hlalele expressed deep gratitude for Econet’s sponsorship, describing it as a game-changer that will help scale up the event.
“We are thrilled to welcome Econet as our headline sponsor. Their support gives us the capacity to elevate the overall experience for our guests. We are confident that this year’s edition will be bigger, better, and more memorable than ever before,” Mr Hlalele said.
He also highlighted the event’s growing regional appeal, noting that it now draws participants from neighbouring countries such as Botswana, Namibia, eSwatini, and South Africa. He emphasised the event’s strategic role in promoting both domestic and international tourism, while also creating opportunities for small businesses in rural communities.
“The location at Lekhalong la Baroa is ideal—not only for its natural beauty and adventurous terrain but also for its accessibility, being just 40km from Maseru. It’s spacious enough to accommodate large crowds and offers exciting driving routes with curves and bends perfect for a mountain experience,” Mr Hlalele said.
ETL Marketing Communications Manager, Liteboho Mojakhomo, said the partnership reflects Econet’s broader commitment to community development.
“As a digital services provider, we are not just empowering lives through technology but also through grassroots initiatives. This partnership goes beyond sponsorship—it is about walking hand-in-hand with communities and empowering SMMEs, which are the backbone of our economy.
She added that ETL has already begun countrywide promotional activations leading up to the event.
“Two weeks ago, we were in Mokhotlong, last week in Katse, this week in Lakeside, and next week we’ll be in Hlotse,” Ms Mojakhomo said.
With Econet’s backing, this year’s event promises to attract thrill-seekers, music lovers, food enthusiasts, and tourists from across Lesotho and the region.
