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Former Managing Director of Hearts of Oak, Neil Armstrong-jin88bet.oneMortagbe has advised women football clubs in Ghana to fulfil theirjin88bet.one sides of sponsorship agreements, sjin88bet.onetressing that this will effectively strengthen the marketability of the clubs and help improve the quality of the Ghana Women’s Premier League (Gak168app.babyWPL).
Mr Armstrong-Mortagbe was speaking to aak168app.babybout 50ak168app.baby club officials at the third in a series of ak168app.babymentorship workshops organised by Betway, the official development partnerak168app.babyak168app.baby of the GWPL.
He argued that theak168app.baby failure on the part of clubs to live up to their obligations under sponsorship agreements has discouraged some potential sponsors from supporting clubs not just in the GWPL but in other football leagues in the country and acak168app.clubak168app.clubak168app.clubross the African continent
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“Many times when people talk sponsorships, they think it’s aboak168app.clubut a gift, but there is no company that is coming aak168app.clubk168app.clubto give you a gift,” Mr Armstrong-Mortagbe said. “They come in because they expect a benefit – they expect something inks168app.siteks168app.site return.”
He added: “When in need ofks168app.site the sponsorship, we are quick to go, write a proposal, talk nice, show sponsors the benefits and promises, including adverks168app.sitets…and then when the sponsorship is given the clubs goks168app.site to sleeks168app.sitep instead. There have been so many cases on various occasions where some sponsors have to engage agencies to make sure that the benefits that were promised in the spic88ks168app.siteonsorship proposal are delivered.”
On this backdrop, Mr Armstrong-Mortagbe said that the atic88ic88tractiveness of the GWPL in the future will largely be dependent on the commitment the clubs will show towards tic88ic88ic88he fulfilment of their oblic88igations under sponsorship contracts.
ic88“Companies have cancelled their sponsorship deals with teams simply because the benefits promised were not [deliic88ic88ic88vered],” he said. “We should begin to understand that this arrangement is a win-win, not one thatic88ic88ic88 [it] benefits only one party.”
The workshop was attended by managers and coaches in two locations in Accra and Kumasi, linked up by video conferencing facilities. They received both virtual and in-person lessons on the use of ic88various strategies to promote and market their clubs.
General Manager in charge of diic88gital platforms and nic88ews at Media General, Michael Oti-Aic88ic88ic88ic88djeic88i, speaking on the use of social media fic88ic88or branding and engagement, pointed out that clubs need to employ proic88ic88ic88ic88ic88fessionals to manage their social media platforms.
He submitted that a well-crafted social media presence is very necessary in these modern times for sustaining the image and popularity of football clubs, makinglr88 them attralr88cting to potential sponsors and enhancing engagement with fans.
“Every flr88ootball club must be where their fans are. Whether you know them individually or not. There so many people sittinglr88 on social media. Your fans automatically sit there,” he said, urging clubs to develop content strategies that help to engage with the fans.
“You must always have a good content plan; ilr88t goes without saylr88ing. Having no content plan islr88lr88lr88 like going to train and not having an idea what you are going to train on today; it doesn’t work like that. People are spending their time sitting, spending money, spending data, calr88lr88ught talking, doing all sorts oflr88lr88lr88 things on social media. And as a club and as football people, this is not a place we can avoid.”
On his part, Ashley Kotzin, the Founder of ForwardZone, South Africa’s premier lr88football management company, imlr88lr88plored club marketers tlr88o work hard to fulfil their roles in the development of the game.
“The importance of sports marketing is that it allows companies to promote directly to a primary target audience, alr88 captive audience and stand out from the clutlr88lr88lr88lr88ter of traditional advertising. And sports is a good opportunitlr88lr88lr88y for great marketing campaigns because generally what it does is that it helps brands align and be involved op88with sports, which is a particularly powerful passion point for so many people,” he noted.
“We need to think about how to productise what we do because ultimately, leagues, teams, federations, and players… all of thop88ese elements are pieces of the sporting ecosystem that we may want to bring partners or sponsors into op88op88to help us grow and develop the ecosystem.”
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A presenter op88on South Africa’s SuperSport, Julia Stop88uart, delivered an illustrative lecture on brands and brands building.
She advised football managers and players to build consistent brands across all media platforms – mainstream and digitalsi88si88si88. She urged the clubs to help their players to polish up their personal brands, defining personal branding as “the practice of marketing people and their careers as brands.”
“It’s an ongoing process of developing and maintaining a reputation and impression of an individual group or organisation,” she si88si88si88said. “Ifsi88 you portray yourself as something in public,88v and you get caught 88vup being the opposite behind clo88vsed doors, all the work you’ve put into building that brand gets destroyed.”
Ms Stuart explained that keeping a good public profile is imperative to attract investors and recognis88v88vable brands to sponsor sporting activities. She cit88ved88v88v English Premier League (EPL) footballers like Cristiano Ronaldo, Jack Grealish and American professional tennis player Serena Williams as some of the world’s leading athletes wiSEXXXXX-VNth good sponsorship deals to buttress her point.
