Improving the football industry in Ghana through franchising,lLicensing and merchandising: A focus on domestic football teams.
Date
2018-04
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Abstract
Football as a sporting discipline has a large fan following in Ghana. However,
Ghanaians patronize European Leagues more than the Ghana Premier League. This
phenomenon has given rise to problems like low stadia attendances and high levels of
player migration. In defining the sports industry and identifying its primary stakeholders,
this study describes the nature of local football landscape. It hints at the drawbacks and
flaws that have arisen due to current industry structures and management practices of
domestic clubs. Franchising, licensing and merchandising are concepts that have become
a fabric of sports innovations. Some benefits of their successful implementation include
the increased avenues for capital acquisition and augmented brand enhancement
campaigns.
By acquiring qualitative data from 3 Accra based teams, this study identifies their
current management practices and gauges the place for franchising, licensing and
merchandizing in their operations. Also, qualitative data is gathered from 201
respondents with interest football. This data is analyzed to ascertain demographics
domestic clubs can target in their merchandizing schemes and suggest viable avenues of
commerce. Ultimately, this study proposes ideals local football teams can adopt to
improve capital acquisition and augment their brand enhancement campaigns.
Correspondingly, the study identifies mediums of commerce and advertising local
football teams can utilize in merchandising. Lastly, the role of the media and the GFA in
the successful application of suggested tools is discussed in this study.
Key words: football, franchising, licensing, merchandising, commodification, media,
football
Description
Thesis submitted to the Department of Business Administration / Computer Science, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration/ Computer Science / Management Information Systems, April 201
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Keywords
Ghana, Ghana Premier League, football, sports business, franchising, licensing, merchandising