Historical Perspective
Formerly known as the All-Africa Games , this quadrennial extravaganza holds the promise of becoming Africa ' s premier multi-sport event , rivaled only by the Olympic Games themselves , at least in theory .
Born in the 1960s amidst the winds of change sweeping across the continent , the Games symbolized a beacon of hope , energy , and vitality for Africa ' s youth . The inaugural edition in 1965 found its home in the French-speaking nation of Congo ( Brazzaville ), setting the stage for what could have been a grand sporting tradition .
However , history tells a tumultuous tale of postponements and cancellations during the early 1970s and parts of the 1980s . Civil unrest , economic turmoil , and political instability plagued newly independent states , thwarting the Games ' momentum . Mali ' s forfeiture of hosting rights in 1969 due to a military coup , followed by Nigeria ' s intervention marred by the Biafran War , epitomized the challenges faced during this era .
The 1990s ushered in a period of relative stability , as powerhouse nations like Egypt , Zimbabwe , and South Africa took turns to host editions , solidifying the Games ' significance on the African sporting calendar .
The thirteenth edition dawned with cautious optimism when Ghana secured hosting rights in 2019 . Despite the global pandemic and ensuing economic hardships in 2020 , President Nana Akufo-Addo remained resolute in ensuring the Games proceeded , aiming to capture the hearts of both Ghanaians and Africans at large .
Commercial viability
Yet , commercial success proved elusive , as global sports brands shied away from sponsorship opportunities , leaving the Games reliant on local support . The lack of international branding and merchandise opportunities underscored the uphill battle faced in securing widespread recognition and financial backing .
SuperSport , the African media giant under MultiChoice , provided a lifeline for fans , broadcasting a myriad of sports disciplines . However , viewership numbers fell short of expectations , highlighting the challenges in engaging audiences across the continent .
Furthermore , the absence of robust country-by-country campaigns and awareness initiatives further hampered the Games ' reach and impact . Unlike the pomp and grandeur enjoyed by events like the World Cup or Olympics , the African Games lacked a standout promotional campaign to capture public imagination .
Lessons from the Africa Cup of Nations
In a twist of fate , the African Games football ' s esteemed cousin , the Africa Cup of Nations ( AFCON ), stole the spotlight with its resounding success earlier this year , despite facing its own set of delays and challenges . While infrastructural and weather concerns threatened to dampen the tournament ' s spirit , AFCON rose to the occasion , delivering a spectacle that captivated fans across the globe .
Lead Sponsors : The cornerstone of any major sporting event lies in securing lead sponsors . These partnerships not only provide crucial financial backing but also lend credibility and endorsement to the tournament . With the support of 2-3 major sponsors , local organizing teams can navigate the complexities of event management with ease , ensuring a seamless experience for participants and spectators alike .
Media Rights : In an age dominated by television and internet broadcasts , media rights play a pivotal role in maximizing a tournament ' s reach and impact . The Confederation of African Football ( CAF ) adeptly leveraged media platforms to garner global attention for AFCON , captivating audiences far and wide with thrilling football action .
Prize Money : Attracting top talent from across the globe requires more than just prestige - it demands lucrative incentives . CAF ' s strategic allocation of prize money incentivized participating teams and countries , making the tournament not only competitive but also financially rewarding from the early stages to the grand finale .
Star Attractions : The allure of representing one ' s country on the international stage is a powerful motivator for athletes . AFCON ' s ability to attract star players from renowned clubs underscores its prestige and significance within the football community . A similar approach could elevate the African Games , enticing star athletes to showcase their talents and elevate the competition to new heights .
Facilities : While Africa boasts a rich tapestry of architectural and design prowess , the continent ' s major sporting venues often lag behind in terms of infrastructure . Embracing innovation and investment in state-of-the-art facilities could not only enhance the sporting experience but also showcase Africa ' s ingenuity and creativity on the global stage .
Representation : While diversity in participation is celebrated , disparities in medal tallies raise questions about the competitiveness and fairness of the Games . The dominance of certain nations , such as Egypt , in medal counts calls for a closer examination of talent development and resource allocation across the continent .
AU ' s Sports Council Role : 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 .
As Africa ' s sporting landscape continues to evolve , addressing these challenges and seizing opportunities for growth and innovation will be essential in cementing the continent ' s position as a powerhouse in the global sporting arena .
Sports ' role in developing the African continent ’ s youth agenda and attendant infrastructure is integral . The Olympics movement has perfected this over the years . It has also been able to navigate the commercial viability of its offering while retaining a level of competition attractive to both amateur / upcoming talent and well-versed professionals .
The custodians of the African Games can slowly turn the tide towards success both on and off the pitch with a roadmap whose agenda is to ‘ foster high-performance sports and cultural exchanges ’. This will endow us with a rich cultural heritage which serves as a celebration of athletic excellence and African unity .
Richard Wanjohi works at the @ iLab Africa Research and Innovation Centre / Strathmore University . You can commune with him vial mail at : RWanjohi @ gmail . com or on X @ rwanjohi .