An investigative study of sponsorship in the Ghana Premier League

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For many football leagues all over the world, sponsorship is a very lucrative source of income. This is especially true in Germany and USA. Given that the sponsorship in the Ghana Premier League has not really been stable, this study seeks to understand how exactly, sponsorship works in the Ghana Premier League and also recommend solutions or ideas to improve sponsorship in the league based on the findings of this study. From the research, I was able out that the Ghana Premier League is not independent of the Ghana Football Association. Concerning sponsorship, sponsors are found using an external marketing body. The Ghana Football Association is therefore not involved in the process of finding sponsors but they are involved in negotiating the sponsorship fee. All the money that is gained from sponsorship is invested back into the league but the Ghana Football Association still funds the league regardless of sponsorship.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2015
Ghana, football, sponsorship, Ghana Football Association (GFA)