Sports
Overcoming sponsorship fatigue in sports
Speaking to top sports administrators in Ghana over the innumerable challenges facing sports administration, one concern rings across, and that is sponsorship.
Sponsorship, the world over is the backbone of sports development and promotion.
A federation or major sanctioning bodies may have the most skillful hands in terms of personnel but without sponsorship, their plans would remain stuck in their books.
Federations with huge budgets and fat sponsorship deals like football, athletics etc, are touted as the most successful federations.
It is not always the case that those below that level lacked qualified personnel to plan; the truth is that without sponsorship, no discipline can rival the likes of football and athletics for example.
It is a global challenge; Ghana is no exception.
Fact is, a number of the sports federations here have failed to break out due to the lack of sponsorship deals and the truth is that, they may not be able to reach certain heights without it.
Barely six months in office as Sports and Recreation Minister, Mr Kofi Iddi Adams, has identified this huge funding gap and has been encouraging companies to partner government to develop sports.
During a visit to the Borteyman Sports Complex to watch an International Tennis Federation (ITF) juniors event, Mr Adams urged the private sector players to be involved in the organisation of sports in the country because government alone cannot shoulder that responsibility.
“Public-Private-Partnerships is one sure way to sustain such essential developmental initiatives and I believe the coming on board of more corporate bodies would help in that light,” Mr Adams said during his interaction with the media during the visit.As an ardent follower of sports, that is surely the way to go in the wake of what appeared a sponsorship fatigue among the private sector partners.
In the past, companies like Mobil Ghana, Nestle Ghana Limited, Ghana Brewery Limited and many others became so synonymous with sports as a result of their connection to the industry.
Through Mobil’s support for athletics, Ghana produced a lot of great athletes that performed at the highest stage of the sport while Nestle with its Milo brand helped unearth long distant runners through the Milo Marathon organised by the Dansoman Keep Fit Club and the Milo championship for tennis.
When they exited, other companies filled their shoes but sadly, those relationships have not been sustained and over the years, they have gone into hibernation.
Sponsorships of this nature are huge financial drains on these corporate sector players and for that matter, such calls does not produce the harmonious notes they want to hear.
Most of these companies that have expressed interest in partnering government in that direction have also complained about economic challenges and the absence of tax rebates.
From this, one gathers that there is the need for a common ground or some compromise for the sports sector to begin to attract these companies.
Sports no doubt has become a big business, providing varied platforms for a lot of the youth to get their daily bread and also, feed their families.
Obviously with the numbers it commands, it should be easier to attract the corporate sector support but since they are not coming, it’s clearly shows that there is a missing link.
This is the reason why the Minister of Sports and Recreation’s call for the involvement of the corporate sector must not be a rhetoric just as it has been with previous ministers that occupied the role.
This should be the time to walk the talk. Efforts must be made to identify some of these organisation with the wherewithal to support, get to know their frustrations with sports and why they shy away.
It would also be appropriate to know their expectation in such partnerships so that a win-win situation would be achieved at the end of the day.
From the side of the sports administrators, they must prove their professional capabilities and run the federations transparently to erase doubts about their operations.
By Andrew Nortey
Sports
‘Black Stars not there yet’
After seeing Mali undone by Alexander Djiku’s second half strike to give Ghana a 1-0 victory over Mali on Monday in a 2026 FIFA World Cup qualifier in Accra, Otto Addo gave his thoughts in the post-match press conference.
Below are excerpts.
On the game against Mali
You could see that we have a young squad and players who haven’t been playing often for the national team so far; that made them nervous. I think we got a good game.
We increased the pressure early in the second half, and managed to score out of a set piece. And then it was pure fight afterwards, especially the period after the goal.
On decision-making in the final third
I think if you have played before, you know that sometimes there’s a little bounce from the ball or the position is close and you think too much, I told them actually, but as a footballer, it’s normal that you try to look for a perfect solution.
Semenyo’s performance
He did really well, you know, it’s difficult to compare games from the Premier League with games in Africa and Ghana. It’s very, very difficult and then all games have their own nature and surely you can say that he stands more out in the Premier League, but for me today he was excellent, he fought until he couldn’t run anymore.
On Gideon Mensah
Well, I think sometimes he’s a little bit too confident and we had, especially after the Chad game, had some talks and for everyone who has played football on a higher level.
If he does it in La Liga, it’s fine because in La Liga, if you lose the ball to your opponent, he will counter-press you. He needs to simplify his game sometimes. Didn’t look too complicated, but it’s difficult sometimes if you’re coming from a different environment to switch your thinking.
On Kwasi Sibo’s performance
First of all, big congrats for him. I think he really did well. It’s not easy to come from a different environment to fit into the squad, but yeah, he knows a lot of players already in the team and he connected well. He’s very, very confident and I think he did extremely well, especially when you see that this was his first match. .
On Ghanaians being overly expectant
No, I think the expectations are normal. We are Ghana. For me, if everybody is talking before the Chad game that we already won and we are already taking the three points, it’s dangerous because if this gets to the heads of the fans, it’s a problem for me.
I’m warning everybody who think we have already gone to the World Cup to take things easy. It’s not like that. We have to give the same effort as today to beat Central African Republic. If we don’t do this, it’s a big problem. We have a lot of work to do. A lot of work. It’s going to be very, very difficult.
On goal scoring
You know, the last window, we scored eight goals. I think it was ok, but we can’t expect it all the time. So I hope that the players who missed the chances would score the next time. But it’s all about learning, improving and adapting always to the circumstances.
And I think in each situation, they could have taken one, two, three steps more or more time to look for the partner to have a better overview to give the right pass.
Sports
Black Queens Set to Face England Lionesses in International Friendly
The Black Queens will face the Lionesses of England in a high-profile international friendly on December 2,2025 per agreement between the Ghana Football Association (GFA) and the England Football Association.
After reaching the semi-finals at the 2024 WAFCON, the Black Queens are determined to build on that performance and establish themselves among the elite teams on the continent.
This match comes off as part of Ghana’s preparations for all international assignments, including the 2026 Africa Women’s Cup of Nations (WAFCON).
The fixture against England, one of the world’s top-ranked sides and reigning European champions, is expected to provide the Queens with a tough test that will sharpen the squad.
Head coach Kim Lars Björkegren will also seize the golden opportunity to measure the team’s progress, expose the players to world-class opposition, and correct areas that need improvement.
The Black Queens will head into the encounter motivated to put up a strong performance, not only to test their readiness but also to showcase the strides Ghana continues to make in women’s football on the international stage.
