The Ghana Premier League, Ghana’s elite domestic football competition, generates a lot of interest during its season, undoubtedly becoming the talk of town among the football fraternity and beyond.
While the league is still relevant, there are concerns interest and consumption of the competition may have dropped in recent times, consequently affecting media rights, sponsorship and matchday (gate) revenue. In addition to these primary sources of revenue, the league also offers other commercial opportunities, including merchandising, beverage sales and betting. Furthermore, globalisation and the ongoing digital revolution present a myriad of revenue streams and possibilities.
Unarguably, fans are the heartbeat of the beautiful game. To make the most of revenue opportunities, an understanding of fan/consumer behaviour and market properties/elements is critical. There is, however, little data around these vital parameters, their current possible impact on the league and Ghana’s football/sports ecosystem, and how they could potentially be exploited for strategic decisions and interventions.
The African Sports Centre (ASC) stands for the use of scientific and technical methodologies and innovations for the development of sports, largely by data, research and technology. We undertook a survey on the Ghana Premier League to generate a good perspective of revenue opportunities and possibilities as well as industry properties and elements, focusing on Awareness and Interest, Patronage and Consumption, and Commerce.
If you find yourself anywhere in the football/sports value chain, be it a team or organisation, business or corporate entity, regulatory or governing body, or perhaps just a fan, this report is for you.