By Ayanda Dlamini
The Small Enterprises Development Company (SEDCO) and MulaSport have formalised a strategic partnership to strengthen support for emerging entrepreneurs through a structured mentorship and business development programme.
The Memorandum of Understanding (MoU) was signed during a media launch at the SEDCO Head Office in Mbabane. The agreement marks the start of a collaborative effort to provide professional, accountable, and sustainable post-award support to beneficiaries of MulaSport’s national promotional campaign.
Under the partnership, eight winners identified through the MulaSport campaign will receive structured mentorship, monitoring, and business development guidance from SEDCO. The agreement is effective from March 2026 to December 2026.
Speaking at the launch, MulaSport Director Khanya Magagula described the initiative as a deliberate shift from one-time prize-giving to long-term enterprise building.
“Standing before you today, I feel a deep sense of pride and responsibility as we officially launch this campaign and sign this Memorandum of Understanding with SEDCO,” Magagula said.
“We’ve run the Crash & Win competition before, and it’s always been exciting, fun, full of winners, and full of great buzz. But this year we wanted to go further. We asked ourselves: how can we turn a moment of excitement into something that lasts?”
He explained that the answer lay in pairing funding with structured business support. “How can a prize become the start of a real small business, a steady income stream, and a change in someone’s life? That question is why we decided to add business funding, structured training, and mentorship to the prize package,” he said.
Magagula emphasized that winners will not only receive cash injections but also hands-on guidance.
“The top winners won’t just get cash or gadgets; they’ll get hands-on support. Eight winners will receive business funding and, critically, training and mentorship delivered in partnership with SEDCO. That means practical workshops, one-on-one guidance, help with business plans, and follow-up mentorship, giving these businesses a chance to grow beyond a single injection of capital.”
He noted that while funding is important, guidance is equally critical. “Money helps, but mentorship and training increase the likelihood that an investment becomes a viable, sustainable business. By supporting eight winners, we’re balancing depth and breadth: meaningful funding and real support for multiple entrepreneurs.”
Structured Support for Sustainable Growth
Through the partnership’s mentorship component, SEDCO will design tailored frameworks covering financial literacy, sustainability, and growth planning. The goal is to ensure that beneficiaries not only survive in the marketplace but also thrive in a competitive business environment.
SEDCO Chief Executive Officer Khethiwe Mhlanga said the partnership reflects a shared understanding that enterprise development requires more than capital alone.
“Winning a prize is often only the first step in an entrepreneur’s journey,” Mhlanga said. “Without structured institutional support, many small businesses struggle to sustain momentum. Through this partnership, we are providing a clear roadmap that combines mentorship, monitoring, and accountability to increase the chances of long-term success for these eight entrepreneurs.”
She added that SEDCO welcomed the opportunity to collaborate with the private sector to advance entrepreneurship.
“We appreciate MulaSport’s recognition of the value of structured, accountable support. This MoU demonstrates what can be achieved when public institutions and private-sector players align their objectives for the benefit of emerging entrepreneurs.”
In addition to mentorship, the collaboration will include rigorous progress assessments to monitor performance and identify areas needing intervention. Capacity-building sessions will also be facilitated to transform entrepreneurial potential into professional, sustainable business practices.
Beyond Beneficiarie, Strengthening the Ecosystem
The partnership extends beyond individual mentorship. Both organizations have committed to broader collaboration on community engagement and outreach programs.
Joint activations and awareness initiatives will be implemented to promote entrepreneurial development nationwide.
The communications strategy under the MoU includes co-branded marketing materials and cross-promotion across multiple media platforms, reinforcing the shared vision of empowering local enterprises.
Officials noted that by aligning resources and co-branding, SEDCO and MulaSport are working to build a stronger ecosystem for small businesses in Eswatini. As the program runs through December 2026, both parties expressed optimism about the growth prospects of the eight winners and the broader impact the collaboration could have on the country’s entrepreneurial landscape.
With this MoU now in place, the two organizations have set the stage for a results-driven approach that aims to transform opportunity into measurable business success, ensuring that beneficiaries are equipped not only with resources but also with the knowledge and systems required to build lasting enterprises.