Across Africa, the growth of local football has steadily increased as more brands and companies continue identifying with the potential of football within local markets.
Following this trend, the Ghana Football Association has announced that it has agreed a five-year deal with local bank, First Capital Plus, for the sponsorship of the country’s elite football league, the Ghana Premier League.
The deal, said to be worth $10 million, will see First Capital Plus assume title sponsorship of the League for a period of five years as well as prime media exposure across all match-day activities and media broadcasts.
According to CEO of First Capital Plus, John Koffi Mensah the primary motive for the deal is to allow the bank play a significant role in the development of local football.
“We’re proud that our deal with the GFA give us the opportunity to extend our support to football clubs across the country,” he said.
“It is important that we take the time to partner with the right organisation to help in the development and promotion of football – the sport which is loved by all Ghanaians. We think that the decision to support Ghana football to develop Ghanaian talents is the right decision and we want to help in lifting the image of Ghana through football,” he concluded
Across Africa, foreign football is vastly popular compared to local leagues, thus given the fact that concerted stimulation, interest and investment in the potential of local leagues could develop them to the level of successful European leagues, the new deal comes as exciting news.
“I think today’s deal demonstrates the confidence that exists within the GFA and within Ghanaian football in general,” Ghana FA boss Kwesi Nyantakyi said, expressing his satisfaction.
The FA boss also hinted that First Capital Bank was due a large range of benefits as a result of the sponsorship deal as the brand will enjoy media exposure within and without Ghana owing to a lucrative broadcast deal with television giants, SuperSport.
“It is a very positive sign to the market that such a strong banking brand like First Capital Plus has invested in the League and this will alert companies of the potential that exists in Ghana Premier football.
We have a very good broadcast deal with continental television broadcaster SuperSport that will ensure that First Capital Plus will get huge mileage for its sponsorship. We also have reciprocal agreements with radio stations for take commentary of league matches for free in exchanges for free adverts for our league sponsors which is another huge benefit First Capital Plus will enjoy.”
Insiders hope that the lucrative sponsorship agreement will impact positively on the local league, now two weeks into the new season, as local Ghanaian clubs such as Hearts of Oak and Ashanti Kotoko hope to become bigger forces on the continent.