Rethinking Brands' Relationships With Sports In Africa: Going The Unusual Way

Getting companies to seriously make an investment in sports, beyond seeing it as their corporate social responsibility, has been a tall order in Africa. In Ghana in particular, we hardly see companies use sports as a means of reaching greater audiences and expanding their reach in terms of getting new customers. There is an enormous potential for growth, if they choose that route. However, if they still are not convinced by it, why not find a way of brining in companies outside Ghana, who have used sports to become what they are today? Perhaps Ghanaian companies can learn a thing or two, and have their heads turned, and maybe give sports a look in.