Sports Marketing
African Games - Is It A Win Or Loss For Sports Marketing ?
By Richard Wanjohi
The 13th edition of the African Games recently drew to a close in the vibrant city of Accra , Ghana , marking a historic milestone as the English-speaking West African nation hosted the prestigious event for the very first time . While the occasion was steeped in excitement and anticipation , it was not without its share of controversy and challenges .
Accra , alongside other key Ghanaian cities such as Kumasi and Cape Coast , provided the backdrop for a multitude of sporting spectacles and cultural exchanges . However , the delayed commencement of the Games stirred debate and frustration among participants and spectators alike . Issues ranging from tardy scheduling of events to incomplete infrastructure marred the otherwise grand occasion . Furthermore , a notable decrease in fan attendance and engagement at the various venues raised concerns over the overall impact and reach of the Games . Nevertheless , amidst the setbacks , the
organizers of the tournament managed to achieve significant milestones . One such feat was the commendable participation of 53 out of 54 African countries , underscoring the event ' s widespread appeal and significance across the continent . Regrettably , Cape Verde ' s absence remained unexplained , casting a shadow over an otherwise inclusive gathering of nations .
The sporting program featured a diverse array of disciplines , totaling 30 events . Notably , the inclusion of exhibition sports such as eSports , mixed martial arts , sambo , and scrabble offered a tantalizing glimpse into the future of sports entertainment , as envisioned by the African Union . Additionally , debut appearances by sports like arm wrestling , cricket , and rugby sevens added a fresh dynamic to the tournament , showcasing the evolving landscape of sports on the African continent .
The 13th edition of the African Games in Accra , Ghana , not only showcased top-tier athleticism but also highlighted the intricate dynamics of organizational involvement , particularly with the presence of the African Union ( AU ) and its AU Sports Council . Established in 2016 as a joint effort between the Association of National Olympic Committees of Africa ( ANOCA ) and the Association of Africa Sports Confederations ( AASC ), the AU Sports Council aimed to streamline and enhance sporting initiatives across the continent .
However , the AU ' s participation in the organization of the African Games stirred debate among experts and stakeholders . Critics argued that the AU should maintain a more passive role in sports administration , leaving operational matters to specialized bodies like ANOCA and AASC . This sentiment echoed concerns about potential bureaucratic hurdles and inefficiencies that could arise from the AU ' s involvement .
While the African Union ' s involvement in sports governance is commendable , concerns have been raised about its impact on the commercial viability of the Games . Establishing a dedicated commercial or marketing arm within the AU ' s Sports Council could provide a strategic framework for securing lucrative commercial deals , ensuring the long-term sustainability and success of African sporting events .
Furthermore , the event ' s marketing strategy came under scrutiny , contributing to the delays that plagued the Games . The complexities of coordinating marketing efforts across multiple countries and regions posed significant challenges , leading to setbacks in promoting the event and generating excitement among fans and sponsors .
Despite these criticisms , it ' s important to recognize the AU ' s intentions to foster collaboration and unity in the realm of sports on the African continent . The AU Sports Council ' s presence underscores a concerted effort to harness the power of athletics as a catalyst for social development and continental integration .
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