Exploring the relationship between sports sponsorship and teams' performance: The case of football in Ghana

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Ghanaian football teams are not perceived to be thriving within the league and this makes it almost uncertain for the players to gain international recognition. This study will help identify the ways football teams position their brand and identify the criteria sponsors consider when venturing into a sponsorship deal. The aim of the paper is to determine whether sports sponsorship can help teams in terms of funding to become more competitive and upgrade their playing skills in order to improve their performances. The study will also help determine the most effective sponsorship tools that can help a team to become sustainable in the long run. Data was collected through a qualitative approach using semi structured interviews in 3 Ghanaian football teams and 1 sponsor. The findings of the study reveal that without a huge involvement and funding from sponsors, Ghanaian football teams will find it difficult to compete with each other. Clubs really utilize the small amount of sponsorships possessed and are open to more funding. Sponsoring companies factor the team’s image, performances, professionalism and the perception of football fans. Sponsors enjoy mileage and brand visibility benefits from sponsoring clubs. The main considerations for sponsorship include the team’s history and success, large fans following and images. The major limitation was gaining access to more football teams would have helped emphasize the importance of sponsorships for Ghanaian football teams.
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
football, Ghana, sports marketing, Accra Hearts of Oak Sporting Club, Asante Kotoko Sporting Club, Dreams Football Club, MyBet.Africa