#LetsFixSAFootball | How Sekhukhune United and Generation Schools plan to reshape youth football development

Football academies are a dime a dozen around the country, most of them selling parents and kids dreams of developing aspiring players to play in some of the world’s great football leagues.

But many people running these academies turn out to be snake-oil salespeople. That was certainly the case last month when BT Academy in Cape Town was thrust into the news for all the wrong reasons.

BT Academy came under fire after a group comprising Under-14, Under-19 and girls’ soccer teams were left stranded in Spain when return flights were not booked, despite each player paying R50 000 for what was supposed to be an all-expenses-paid trip to the Donosti Cup.

The bulk of those kids made it home safely thanks to the help of the community and broadcast personality Tracy Lange, who stepped in after the owner of the BT Academy, Brandon Timmy, left them to fend for themselves.

It’s tough to regulate these academies, as many aren't affiliated with mother bodies, such as the Safa or Fifa.

Safa Cape Town boss Bennett Bailey confirmed that BT Academy wasn’t “authorised to participate in Fifa-sanctioned tournaments.” Yet, parents forked out R50,000 to get their kids to Spain to play in a tournament, hoping that it might be a springboard to greater things.

In the end, it turned out to be a nightmare — which, luckily, had a happy ending.

Last week, however, Betway Premiership club Sekhukhune United and Generation Schools announced the type of partnership that, at first glance, seems like a much better academy model for young kids aspiring to be professional footballers.

Sekhukhune and Generation Schools launched a ground-breaking, fully integrated youth football academy in Gauteng, which, according to a statement, will combine elite-level football training with private school education for up to 144 talented young athletes. All of the kids will enjoy fully funded scholarships.

It’s a model similar to what we see in rugby, but typically without the involvement of a professional team.

Former Model C schools across the country hand out scholarships to many young rugby players, especially those from previously disadvantaged and poorer communities. These players enjoy the best rugby development money can offer, while also gaining a good education.

The cream of the crop then enter SA Rugby’s Early Player Development (EPD) pipeline, which more often than not leads straight into the Springboks.

Sekhukhune United, launched five years ago, has become a sustainable football brand in a country where even legacy clubs have folded under financial strain. Over the past two seasons, they have finished fourth in the league, and this past weekend they qualified for the semi-finals of the MTN8.

But Sekhukhune United know they don’t have the financial muscle to compete with giants such as Mamelodi Sundowns, Orlando Pirates, and Kaizer Chiefs for the best players in the country. They want to develop their own stars, while also giving those who don’t make it a proper education to fall back on.

“We’re building a footballing legacy that starts with meaningful investment in our youth. But our ambition isn’t just about producing the next generation of professional players — it’s about nurturing responsible, empowered young leaders,” Sekhukhune United’s marketing and communications head, Tebogo Mapinga, told the media.

“Too often, our brightest talents are lured abroad.

"This academy is designed to give them world-class opportunities right here at home. This collaboration will change the lives of the youth from the Sekhukhune region, along with the rest of South Africa.”

Though the academy will be located at Generation Schools Taroko in Gauteng, chief executive Jevron Epstein says the Cape Town launch event highlighted the nationwide impact of the programme and its planned expansion through Generation Schools’ national network.

“This partnership challenges the status quo. It represents a major shift in how professional clubs engage with youth development,” said Epstein.

“We’re creating a pipeline that grows talent from the grassroots up, while ensuring that each learner receives a quality education and access to diverse opportunities — both on and off the field.”