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Driving Sponsorship - A
Case Study of Football
Sponsorship in Africa
APRA Conference Presentation – May 2014 Mauritius
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African Football
To demonstrate the opportunity presented
by football sponsorship in Africa through
an understanding of the changing
landscape and some of its challenges
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The difference between stumbling blocks
and stepping stones is how you use them.
– Anonymous
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Football in Africa
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Football has always been the most popular sport on the
Continent since its introduction over 100 years ago.
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In terms of rankings, football comes first second and third in
most Countries.
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Football commands over 80% of the estimated U$2 billion spent
on sport sponsorship and leverage.
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Football structures are undergoing a transformation as more
revenue is made available to employ professional staff.
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Funds available for football development are rising dramatically.

Demand for sponsored properties will exceed supply.
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Changing Africa

Africa covers 20.4% of the World’s land area and has currently
14.28% of the total population
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Over the last decade six of the world’s 10 fastest growing
economies were African. In eight of the last 10 years, Africa’s
lion states have grown faster than the Asian tigers.

The fastest growing economy in the world in 2011 at 13% was
Ghana.

Africa now has the fastest growing middle class in the world.
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Mobile phone penetration nearing 800 million.
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Africa has leap frogged technology developments and is
not far behind many developed economies.
not
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Population Comparisons
Germany
USA
India
China
1970
78m
203m
539m
825m
1990
80m
249m
833m
1,13Bn
2010
79m
297m
1,17Bn
1,34Bn
2030
73m
327m
1,44Bn
1,5Bn
Fertility
1
2
4
2
Life Exp.
77
77
63
71
Doubles
>100yrs
>100yrs
42yrs
67yrs
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Population Comparisons
Nigeria
Congo DR
Tanzania
Ethiopia
1970
57m
22m
13m
25m
1990
108m
37m
26m
39m
2010
164m
67m
42m
92m
2030
233m
106m
64m
158m
Fertility
6
6
6
8
Life Exp.
51
50
52
43
Doubles
23yrs
22yrs
30yrs
23yrs
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TV Africa
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Broadband Africa
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Cabled Africa
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Mobile Africa
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Digital Broadcasting
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Barriers to entry will soon be removed.
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Reduced space segment and bandwidth requirements.
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Enhanced and lighter broadcast equipment.
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Multiple channels free to air.
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Increase in number of live broadcasts.
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Virtual studios.
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Enhanced editing software and equipment.
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Multiple new media outlets for content.
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Digital Migration
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Portable SNG
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Fly Away Equipment
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Advanced Camera Technology
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Match Graphics
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Virtual Studios
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New Media
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Print
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What is Changing
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Demographics and population
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Infrastructure
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Technology
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Transportation
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Communication
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Revenue to Football
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Football Needs Help
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Football Needs Help
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Football Needs Help
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Football Needs Help
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The Opportunities
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New and more effective sponsorships
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Broadcast
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New Media
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Crisis communications strategy
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Training and development
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Revenue generating projects
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Changing focus from an Industry
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 If
you don’t like something change it; if
you can’t change it, change the way you
think about it. – Mary Engelbreit
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The Challenges
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Poorly drafted contracts and no clear division of roles and
responsibility.
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No sponsorship strategy or identified return on investment.
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Sponsorship costs based on cost of event and not value.
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Lack of engagement between the parties.
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No measurement or media monitoring.
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Lack of sponsor protection.
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Lack of cohesive broadcast strategy.
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Changing personnel in Football.
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 Never
be afraid to try something new.
Remember, amateurs built an ark.
Professionals built the Titanic. –
Anonymous
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Essential Components of
Successful Delivery
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Everything is possible if you commit to it.
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Never compromise on standards or ethics.
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Build a great team of committed staff who take pride in delivery.
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Make sure that everyone knows the plan for the day.
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Partner with local knowledge.
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Pay attention to detail and all documentation.
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Leave nothing to chance, keep on top of things and communicate.
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Remain flexible and adaptable.
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Remember that a sledge hammer is no match for bureaucracy.
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Conclusion
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Management of football in Africa is becoming more
professional.
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Revenue will increase substantially.
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The sponsorship of football in Africa is changing.
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Key properties will become more valuable.
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Broadcasting will be a key driver.
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Football content requires professional management.
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There are huge opportunities for the PR Industry.
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Thank You