n African Journal of Business and Economic Research - The FIFA 2010 World Cup and football sponsorship in Ghana : some expert views

Volume 6, Issue 1
  • ISSN : 1750-4554
  • E-ISSN: 1750-4562


The paper sought to investigate sponsorship benefits to Ghanaian football clubs by virtue of the strong performance of the Ghana Black Stars at the 2010 FIFA World Cup. The research contribution is the development of a comprehensive model of measurement for sponsorship benefits. The research employed elite interviews (Peng & Hackley 2007, Hinson and Tweneboah-Koduah2010), to extract data on corporate sponsorship for the football industry in Ghana. Key experts from Ghanaian football industry were interviewed; data from these experts was analyzed and relevant conclusions drawn. Although corporate Ghana has demonstrated their capacity and willingness to commit resources to football development, local football clubs and the national team have not branded football business enough to make it attractive to sponsors. The Black Stars' participation in the 2006 and 2010 FIFA World Cup held in Germany and South Africa respectively, has, however, improved the attractiveness of football to the public, which needs to be built on. Studies on sponsorship in football in developing economy contexts are fairly parsimonious and this paper is one of the initial attempts to fill this research gap.

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