The inaugural Absa Cup Journalist Awards marked a significant milestone for Zambia’s sports and media industries by recognising the outstanding contribution of journalists who continue to promote football across the country. The event, officiated by Information and Media Permanent Secretary Mr. Thabo Kawana, brought together media professionals, football administrators, corporate partners and other key stakeholders to celebrate excellence in sports journalism. The awards highlighted the essential role that journalists play in documenting sporting achievements while strengthening the connection between football and the communities it serves. Beyond honouring individual accomplishments, the ceremony reinforced the importance of professional journalism in preserving Zambia’s sporting history and inspiring future generations. The occasion demonstrated that quality reporting remains an important pillar in the continued growth and success of football in Zambia.
During his address, Mr. Kawana commended journalists for their unwavering commitment to promoting football and amplifying Zambia’s sporting achievements through accurate and engaging reporting. He acknowledged that the media has become an indispensable partner in advancing the country’s sporting narrative by ensuring that important moments on and off the field are shared with audiences across the nation. Through news reports, match analysis, interviews, photography, commentary and digital storytelling, journalists have helped transform football into a powerful source of national pride. Their work allows supporters to connect with players, clubs and competitions while creating a permanent record of Zambia’s sporting journey. This contribution has helped preserve the nation’s sporting heritage while encouraging greater public interest in local football.
Mr. Kawana emphasised that journalism extends far beyond reporting scores and match results because it shapes the national narrative by capturing defining moments that reflect Zambia’s identity and aspirations. Every major football victory, memorable performance and inspiring personal story contributes to a broader national story that celebrates determination, resilience and unity. Sports journalists play an important role in interpreting these moments, providing context and ensuring that achievements receive the recognition they deserve. Their reporting allows citizens to appreciate not only the excitement of competition but also the broader social impact that sport has on communities across the country. In doing so, journalism becomes an important contributor to national development and cultural preservation.
Professionalism formed a central theme of Mr. Kawana’s remarks as he stressed that accuracy, fairness and credibility remain the cornerstones of responsible journalism. In today’s fast-moving digital environment, where information spreads almost instantly, journalists carry the responsibility of ensuring that the public receives factual and balanced reporting. Maintaining high ethical standards strengthens public trust and protects the credibility of both individual journalists and media institutions. Accurate reporting also helps combat misinformation while ensuring that sporting achievements are presented truthfully and responsibly. Mr. Kawana encouraged journalists to continue upholding these principles as they cover sporting events across Zambia.
The Permanent Secretary also described the Absa Cup as much more than a football tournament, explaining that it has become a symbol of ambition, resilience and national pride. The competition reflects the dreams of players, coaches, supporters and communities who see football as a pathway to opportunity and personal growth. Over the years, the tournament has developed into one of Zambia’s premier football competitions, attracting widespread public interest and showcasing local talent. Its influence extends beyond the football pitch by creating opportunities for businesses, media organisations and local communities to participate in the sport’s continued development. The Absa Cup therefore represents both sporting excellence and social progress.
According to Mr. Kawana, the true success of football should not be measured solely by victories and trophies but also by the quality and integrity with which the game is documented and communicated to millions of Zambians. Journalists ensure that every memorable goal, dramatic match and inspiring story reaches audiences throughout the country, allowing fans to remain connected to the sport regardless of where they live. Their work adds meaning to sporting events by providing analysis, context and human stories that deepen public appreciation for the game. High-quality reporting also increases public engagement and helps maintain enthusiasm for domestic football competitions. This ongoing relationship between football and the media continues to strengthen Zambia’s sporting landscape.
Mr. Kawana further recognised the important contribution that journalists have made in transforming sporting events into a lasting national legacy. Through professional reporting, compelling photography, insightful commentary and innovative digital storytelling, media practitioners preserve the history of Zambia’s sporting achievements for future generations. Their coverage creates an archive of memorable moments that reflects the country’s sporting progress over time. These records become valuable historical resources that celebrate both individual excellence and collective national achievements. By documenting these stories with professionalism and accuracy, journalists ensure that Zambia’s sporting heritage remains accessible and appreciated.
The Government also commended journalists across the country for their continued support in promoting football and increasing the visibility of the Absa Cup. Consistent media coverage has played an important role in expanding public awareness of the tournament while encouraging greater fan participation and commercial interest. Increased exposure benefits players, clubs, sponsors and football administrators by raising the competition’s national profile. As media coverage continues to improve, more young people are inspired to participate in football, whether as athletes, coaches, officials or journalists. This creates a positive cycle that supports the long-term growth of the sport.
Special recognition was also given to Absa Bank Zambia for introducing the Absa Cup Journalist Awards and acknowledging excellence within sports journalism. Mr. Kawana noted that recognising journalists demonstrates an appreciation for professionalism and reinforces the important role that the media plays in documenting Zambia’s sporting milestones. Awards of this nature motivate journalists to maintain high reporting standards while encouraging innovation and creativity in sports coverage. Celebrating excellence also highlights the value of journalism as an essential partner in the development of football and other sporting disciplines. Such recognition strengthens the relationship between the corporate sector, the media and the sporting community.
Mr. Kawana further acknowledged the Football Association of Zambia and the Zambia Premier League for their leadership in advancing the Absa Cup and supporting collaboration with the media. Their partnership has contributed significantly to expanding the competition’s reach and increasing public engagement throughout the country. By working closely with journalists, football administrators have ensured that the tournament receives comprehensive and professional coverage that benefits supporters and stakeholders alike. This collaboration has helped position the Absa Cup as one of Zambia’s leading sporting competitions while contributing to the continued growth of football nationwide. Strong partnerships between sporting institutions and the media remain essential for sustaining this positive momentum.
As the ceremony concluded, Mr. Kawana encouraged journalists to continue producing stories that inspire, inform and unite the nation. He reminded attendees that every report about the Absa Cup contributes to documenting Zambia’s sporting journey while supporting the country’s broader national development narrative. He congratulated all nominees and winners of the 2026 Absa Cup Journalist Awards and expressed the Government’s appreciation for their professionalism, dedication and commitment to excellence. The inaugural awards successfully brought together media practitioners, football administrators, corporate partners and other stakeholders in a shared celebration of quality journalism and sporting achievement. The event established a strong foundation for future recognition of sports journalism while reaffirming the essential role that the media plays in preserving Zambia’s sporting heritage and promoting the continued growth of football across the nation.