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

Themba Sithole, Technical Director at Sekhukhune United, Phineas Madisha, Football Manager at Sekhukhune United, Jevron Epstein, CEO of Generation Schools, Tebogo Mapinga, Head of Marketing and Communication at Sekhukhune United and Tshepho Malope, Football Manager at Sekhukhune United, pictured at the their partnership launch. Image: Supplied 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. Fix Football #LetsFixSAFootball Image: Independent Media Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Advertisement Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Next Stay Close ✕ 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.'