In recent years, several African tourism promotion authorities have turned to sponsoring English football teams as a means of promoting their destinations. While this approach offers several benefits, it also presents challenges that must be navigated to ensure success.
The Economic Benefit
One significant advantage of sponsoring English football teams is the economic benefit. English football is one of the most popular sports in the world, and the English Premier League attracts millions of viewers globally. By sponsoring a team, African tourism promotion authorities can increase visibility for their destinations, attracting potential tourists to the region. This increased tourism can bring substantial economic benefits to the country, including increased revenue from hotel bookings, transport, and tourism activities. Furthermore, it can lead to job creation, improved infrastructure, and overall economic growth. For example, when Chelsea Football Club signed a five-year sponsorship deal with the Rwanda Development Board in 2018, it was estimated that the deal would bring Rwanda an estimated £30 million in direct investment.
The Social Benefit
Another benefit of sponsoring English football teams is the social impact. Football has a universal appeal, and by sponsoring a team, African tourism promotion authorities can engage with people from all walks of life, including football fans, families, and local communities. This can lead to increased cultural understanding and the building of bridges between different societies. It can also encourage people to travel to Africa and learn more about its rich history and diverse cultures. Furthermore, sponsoring a team can help to promote the idea of fair play and healthy competition, which can contribute to positive values and behaviours among young people.
The Cultural Exchange Benefit
Culturally, sponsoring English football teams can help to promote the image of Africa as a vibrant, diverse, and exciting continent. Football has a significant cultural impact globally, and by sponsoring a team, African tourism promotion authorities can help to shape the image of Africa in the minds of people across the world. This can lead to increased interest in African culture and the promotion of African artists, writers, and musicians.
But here is the problem:
Despite these benefits, sponsoring English football teams can also present several challenges. One significant challenge is the potential for negative publicity. Football is a highly competitive sport, and sponsorship deals can attract significant media attention. If a team performs poorly, or if there are controversies surrounding the club or its players, this can reflect poorly on the sponsor. Additionally, if the sponsor’s destination is facing social or political unrest, this can also negatively impact the sponsorship deal.
Another challenge is ensuring that the sponsorship deal is financially sustainable. Sponsoring an English football team can be an expensive undertaking, and African tourism promotion authorities must ensure that the deal is financially viable in the long term. This may require significant investment in marketing and promotional activities to ensure that the sponsor’s message reaches the intended audience.
Finally, there is the challenge of ensuring that the sponsorship deal aligns with the values and aspirations of the African tourism promotion authorities. It is essential to ensure that the sponsorship deal does not compromise the sponsor’s core values, and that the team and its players embody the values of the sponsor. For example, if a tourism promotion authority is promoting eco-tourism, it may be important to ensure that the club and its players are committed to sustainability and reducing their environmental impact.
Examples of African Countries Sponsoring EPL Teams
Several African countries have already taken advantage of the benefits of sponsoring English football teams.
Rwanda x Chelsea x Arsenal
One such example is Rwanda’s sponsorship deal with Chelsea Football Club, which was signed in 2018. The deal saw “Visit Rwanda” branding displayed on the sleeve of Chelsea’s shirts and involved a range of promotional activities, including stadium branding and content creation. The deal was estimated to be worth around £30 million in direct investment, and it is believed to have contributed to a significant increase in tourism to Rwanda. According to the Rwanda Development Board, the number of visitors to Rwanda increased by 8% in the first quarter of 2019, following the launch of the sponsorship deal.
The Visit Rwanda logo features on the left sleeve of all AFC teams for the duration of the exciting, three-year partnership. The Arsenal shirt is seen 35 million times a day globally and AFC is one of the most watched teams around the world, enabling Visit Rwanda to be seen in football-loving nations around the world and helping its drive to be an even more successful tourism and investment destination.
Mauritius x Liverpool
Mauritius is another African country that has taken advantage of football sponsorship to promote its tourism industry. In 2019, the Mauritius Tourism Promotion Authority (MTPA) signed a sponsorship deal with Liverpool Football Club. The deal saw the “Mauritius, The Star and Key of the Indian Ocean” branding displayed on the team’s shirts and was part of the MTPA’s efforts to attract visitors from the UK, which is one of Mauritius’ key source markets for tourism.
The sponsorship deal with Liverpool was seen as a significant opportunity for the MTPA to increase its visibility in the UK and attract potential visitors to Mauritius. According to the MTPA, the deal was expected to reach millions of people across the UK, and it was seen as a way of promoting Mauritius’ luxury tourism offerings and its stunning natural beauty.
Zanzibar x Chelsea
The Indian Ocean paradise of Zanzibar looked to the English Premier League this week for a creative tourism boost. Government officials announced a new partnership with football powerhouse Chelsea FC to promote Tanzania’s semi-autonomous archipelago worldwide. The collaboration aims to accelerate Zanzibar’s post-COVID recovery by tapping Chelsea’s global fanbase. As part of the alliance, Zanzibar will sponsor the Blues’ junior teams and host Chelsea soccer clinics. The island will also be featured prominently across the club’s channels and Stamford Bridge stadium.
Speaking at the launch event, Zanzibar’s President Hussein Mwinyi said, “This partnership will showcase Zanzibar’s immense tourism potential to Chelsea’s loyal supporters and beyond.” Zanzibar offers a tropical paradise of pristine beaches, UNESCO World Heritage Sites, and Swahili coastal culture. By teaming up with one of football’s most recognized brands, Zanzibar can inspire travellers to experience its unique blend of African and Arab influences.
The partnership mirrors Rwanda’s Visit Rwanda sponsorship of Arsenal, demonstrating football’s appeal in promoting African destinations. Tourism is crucial for Zanzibar, contributing over 80% of foreign income.
Sponsoring English football teams can offer significant economic, social, and cultural benefits for African tourism promotion authorities. However, it is essential to navigate the potential challenges to ensure the success of the sponsorship deal. By carefully considering the potential benefits and challenges, and by selecting a team that aligns with their values and aspirations, African tourism promotion authorities can use football sponsorship to promote their destinations and engage with people across the world.
