Sponsorship in sports is no longer just about placing a logo on a jersey or running TV ads. The real impact comes from activations: strategic initiatives that turn sponsorships into meaningful experiences, building connections between brands and consumers.
Over the years, Ghana has hosted several high-profile trophy tours, including the Premier League Trophy, the FIFA World Cup Trophy, and the CAF African Cup of Nations Trophy. These events showcase how well-executed activations can amplify brand exposure, drive fan engagement, and leave a lasting impression.
Turning Sponsorship into a Fan Experience
Guinness Ghana, the official beer partner of the English Premier League (EPL), understood that simply having a sponsorship deal wasn’t enough. They needed to bring it to life. Their three-day Premier League Trophy Tour in Ghana was a masterclass in activation, creating an immersive experience that allowed fans to feel a deeper connection to the EPL.
From the moment the trophy arrived in Accra, anticipation was built through a well-orchestrated series of activations, including a press conference featuring former EPL stars John Paintsil and John Mensah. These players shared personal stories from their time in the league, reinforcing the emotional pull of the event. The final stop at PittStop in Labone, where fans could take photos with the trophy and watch a live Arsenal vs. Chelsea match, further deepened the engagement, making Guinness Ghana synonymous with unforgettable football moments.
The FIFA World Cup Trophy Tour: Coca-Cola’s Winning Activation
In September 2022, the FIFA World Cup Trophy Tour, powered by Coca-Cola, made a historic stop in Ghana. Unlike a standard promotional event, this activation tapped into the raw passion of football fans. The trophy was first presented to former President Nana Akufo-Addo at the Jubilee House, before being displayed at a public event at the Accra Polo Court. Thousands of fans saw football’s most coveted prize up close, creating an emotional connection that no amount of traditional advertising could replicate.
Coca-Cola took things a step further by bringing in FIFA legend David Trezeguet, who interacted with fans and shared his experiences as a World Cup winner. This storytelling element strengthened the bond between the brand and its audience, turning the event into more than just a display: it became a once-in-a-lifetime experience.
The CAF African Cup of Nations Trophy Tour: Celebrating African Football
The CAF African Cup of Nations (AFCON) Trophy has also toured Ghana as part of its pre-tournament activations. This initiative is about more than just building hype for the competition: it’s about celebrating the deep-rooted connection Africans have with football.
TotalEnergies, a key AFCON sponsor, has successfully leveraged these tours across Africa to engage with fans. By organizing interactive fan zones, exclusive meet-and-greets, and community football activations, the company has ensured that its sponsorship extends beyond branding to meaningful interactions. These activations solidify TotalEnergies’ position as a brand that understands and invests in African football culture.
Why Activations Matter in Sponsorships
From Passive Awareness to Active Engagement: A logo on a jersey might get noticed, but allowing fans to touch, see, and interact with a trophy creates lasting brand loyalty. Guinness Ghana, Coca-Cola, and TotalEnergies positioned themselves as enablers of extraordinary fan experiences.
Emotional Connection Drives Brand Loyalty: Football isn’t just a sport; it’s an emotional journey. Activations that tap into this passion create deeper brand affinity. Fans may forget a billboard, but they’ll never forget the day they stood next to the World Cup or AFCON trophy.
Massive Media & Social Buzz: These trophy tours didn’t just engage live audiences: they sparked widespread media coverage and trended on social media. Fans shared their experiences online, giving brands organic exposure that traditional advertising simply can’t buy.
Competitive Edge in the Market: In crowded industries like beverages, telecommunications, and energy, companies must do more than just sponsor events. They need to create activations that make their brand synonymous with unforgettable moments. Trophy tours offer the perfect platform to achieve this.
Lessons for Brands and Sponsors
The success of the Premier League, FIFA World Cup, and AFCON Trophy Tours in Ghana highlights key strategies for impactful sponsorship activations:
Understand Your Audience’s Passion Points: Football is an obsession in Ghana. Brands that align their activations with this passion will always win.
Go Beyond Traditional Advertising: Visibility is good, but interactive experiences are better. Sponsorships should give fans access to something they can’t get elsewhere.
Leverage Storytelling: Bringing in football icons like Trezeguet, Paintsil, and Mensah added an emotional and relatable element that resonated deeply with fans.
Maximize Media & Digital Channels: A strong activation doesn’t end with the event. It should be amplified across traditional and digital media to extend its reach and impact.
The Future of Sponsorship Activations
In today’s sports marketing landscape, simply being a sponsor isn’t enough. True sponsorship success is about activation: turning a brand’s association into a real, emotional, and unforgettable experience for fans. The Premier League, FIFA World Cup, and AFCON Trophy Tours in Ghana have shown just how powerful these activations can be. For brands looking to make an impact in the sports industry, the message is clear: don’t just sponsor, activate.
