Accra: The National Sports Authority (NSA), in collaboration with Aurum Global Partners (AGP) Ltd, has unveiled its inaugural 'Matchday Booklet' aimed at implementing innovative marketing strategies to advance sports development in Ghana. The launch event gathered executives from various sporting federations, including cycling, athletics, arm wrestling, and rugby, to facilitate networking and idea-sharing for the growth of Ghanaian sports.
According to Ghana News Agency, Mr. Yaw Ampofo Ankrah, the Director General of the NSA, emphasized that the matchday experience serves as a template not only for football but for all sporting federations in the country. He highlighted that Ghana's home game against Mali on September 8, 2025, would mark the beginning of this initiative. Mr. Ankrah underscored the importance of partnerships, cooperation, and networking as powerful tools for sports development. He described this as a new era for Ghana's sports, encouraging support for various sports including athletics, badminton, boxing, and more.
Mr. Ankrah further stated, "Every sport here has something that someone or an organization is looking for, but it's just the connection." He praised Dr. Ackah and his team for bringing this revolutionary idea to Ghana, calling it a groundbreaking moment that would transform dreams into reality.
Dr. Steven Blessing Ackah, Executive Director at AGP, expressed appreciation for the NSA's acceptance of their innovative concept. He pointed out the challenge of securing funding for competitions across the 52 federations under the NSA, citing the lack of visibility of data, marketing infrastructure, branding, and promotion. Dr. Ackah remarked on the absence of a matchday experience within the national football team, suggesting this initiative as an opportunity to introduce it during Ghana's World Cup qualifying game. He assured that the matchday experience, comprising digital and physical booklets, would be distributed across various institutions in Ghana.
Mr. Okyere Darko-Mensah, Member of Parliament for the Takoradi Constituency, stressed that talent alone is insufficient for sports growth, emphasizing the need for organizational, branding, and marketing skills to enhance the appeal of sports. He urged federations to develop business plans, branding, and marketing strategies to garner support for their competitions.