Overcoming sponsorship fatigue in sports

 Speaking to top sports administrators in Ghana over the innumerable challenges facing sports administration, one concern rings across, and that is sponsorship.

Sponsorship, the world over is the backbone of sports development and promotion.

A federation or major sanctioning bodies may have the most skillful hands in terms of personnel but without sponsorship, their plans would remain stuck in their books.

Federations with huge budgets and fat sponsorship deals like football, athletics etc, are touted as the most successful federations.

It is not always the case that those below that level lacked qualified personnel to plan; the truth is that without sponsorship, no discipline can rival the likes of football and athletics for example.

It is a global challenge; Ghana is no exception.

Fact is, a number of the sports federations here have failed to break out due to the lack of sponsorship deals and the truth is that, they may not be able to reach certain heights without it.

Barely six months in office as Sports and Recreation Minister, Mr Kofi Iddi Adams, has identified this huge funding gap and has been encouraging companies to partner government to develop sports.

During a visit to the Borteyman Sports Complex to watch an International Tennis Federation (ITF) juniors event, Mr Adams urged the private sector players to be involved in the organisation of sports in the country because government alone cannot shoulder that responsibility.

“Public-Private-Partnerships is one sure way to sustain such essential developmental initiatives and I believe the coming on board of more corporate bodies would help in that light,” Mr Adams said during his interaction with the media during the visit.As an ardent follower of sports, that is surely the way to go in the wake of what appeared a sponsorship fatigue among the private sector partners.

In the past, companies like Mobil Ghana, Nestle Ghana Limited, Ghana Brewery Limited and many others became so synonymous with sports as a result of their connection to the industry.

Through Mobil’s support for athletics, Ghana produced a lot of great athletes that performed at the highest stage of the sport while Nestle with its Milo brand helped unearth long distant runners through the Milo Marathon organised by the Dansoman Keep Fit Club and the Milo championship for tennis.

When they exited, other companies filled their shoes but sadly, those relationships have not been sustained and over the years, they have gone into hibernation.

Sponsorships of this nature are huge financial drains on these corporate sector players and for that matter, such calls does not produce the harmonious notes they want to hear.

Most of these companies that have expressed interest in partnering government in that direction have also complained about economic challenges and the absence of tax rebates.

From this, one gathers that there is the need for a common ground or some compromise for the sports sector to begin to attract these companies.

Sports no doubt has become a big business, providing varied platforms for a lot of the youth to get their daily bread and also, feed their families.

Obviously with the numbers it commands, it should be easier to attract the corporate sector support but since they are not coming, it’s clearly shows that there is a missing link.

This is the reason why the Minister of Sports and Recreation’s call for the involvement of the corporate sector must not be a rhetoric just as it has been with previous ministers that occupied the role.

This should be the time to walk the talk. Efforts must be made to identify some of these organisation with the wherewithal to support, get to know their frustrations with sports and why they shy away.

It would also be appropriate to know their expectation in such partnerships so that a win-win situation would be achieved at the end of the day.

From the side of the sports administrators, they must prove their professional capabilities and run the federations transparently to erase doubts about their operations.

 By Andrew Nortey