Sports and creative arts have always been an integral part of our lives. They have both moved from being an outlet for relaxation and entertainment to being financially viable and an important tool in pushing narratives. Out of these two institutions, stars and influential people have risen, and they have used their influence and popularity to push for change and champion causes. However, this article is not aimed at looking at the influence but rather highlights how those two institutions have interacted in times past to produce entertainment and complete experiences.
In the West, we have seen how active the sports and creative industries often interact through brand partnerships, positioning, and affiliations. From fashion, music, ads, and movies, sports and entertainment have been a driving force for revenue generation and countless engaging experiences. On one hand, there are the fashion and sports crossover partnerships where athletes are given their branded clothes and accessories like Michael Jordan’s Sneakers, Roger Federer’s RF Clothing line, Serena Williams’s S by Serena, Cristiano Ronaldo’s CR7 perfume, and David Beckham’s House99 men’s grooming brand.
Aside from fashion, we have seen how America especially balances music and sports during halftime shows for the NFL and musical performances during the NBA All-Star weekend. In recent times, African artists like Shatta Wale and Stonebwoy both performed at the opening and closing ceremonies, respectively, at the 2024 All-African Games. Burna Boy 2023 Champions League Final, Davido 2022 World Cup Final, and the trio of Burna Boy, Tems, and Rema at NBA All-Stars 2023. These performances have created a mutually beneficial amplification of the sports and artists in their respective markets.
We have also seen how brands like Nike, Coca-Cola, Pepsi, and Heineken have executed creative ads with athletes at the forefront, drawing attention to the ads. Growing up in Ghana, athletes from boxing to football like Bukom Banku, Azumah Nelson, John Mensah, Olele Kingston, Stephen Appiah, and Asamoah Gyan, among others, were seen bridging the gap between sports and the creative arts. In the case of Asamoah Gyan, he has gone a step further to release a series of hit songs like “African Girls”, “Odo Pa”, “Do The Dance”, and “Dirty Enemies” with Castro, Kofi Kinaata, K2, and Stonebwoy. Surprisingly, he teamed with Castro, fellow Black Star player John Boye, and Anaanu Shaka on the song “Accelerator Down.” Asamoah is arguably one athlete who was bridging between sports and creative arts both on and off the pitch. As a dancer, he would often celebrate with a popular dance step, especially at a time when Ghanaian music was gaining popularity in the UK.
Unlike the West and Europe, we have seen fewer crossovers between athletes and the creative industry in recent years. Bar the move by the GFA in 2015 to introduce its own halftime show to encourage spectators to come to the stadiums by bringing artists to perform. While the move was not implemented by GFA, Legon Cities in 2020 went ahead to implement the move as they billed Shatta Wale, AMG Medikal, and Wendy Shay to entertain fans during some of their home games. However, the move will collapse months into its implementation.
Recently, popular Ghanaian brand Kivo, collaborated with West Ham and Ghana Black Stars player Mohammed Kudus for an advert for their Kivo Gari, which generated a lot of conversations. Aside from this, observations indicate a decline in collaborations between both industries, especially at the personnel level. We barely see athletes affiliating with creative brands, forming an exciting bond between the markets. The only times we see such crossovers are mostly during the opening- and closing ceremonies of major sporting events; there are not any visible fashion and sports partnerships around.
The question remains: why has there been a decline in collaboration between the two institutions, and what can be done to revamp it to create a lucrative venture and experience for consumers? As consumers, all that can be done is to ask the questions. To provide proper insights, we speak to some sports journalists and creative entrepreneurs about how we can best bridge the gap between sports and the creative arts in Ghana.
Yaw Ofosu
Sports and creativity have always gone hand in hand for a long time in Ghana. As far back as Nkrumah’s tenure, there was heavy investment into promoting both industries to draw attention to Ghana. So, the marriage of the two is not something new. For example, the anthem for Kumasi Asante Kotoko is by Pat Thomas, and on most occasions, he was always present at the stadium to sing it to the fans. Back then, artists always showed up to stadiums to either perform or watch their favorite clubs play football. Lord Kenya used to make appearances at Kotoko games in Kumasi, and it also helped in amplifying his popularity. It is unfortunate that sports in Ghana now are not as great as they were back then, but there is a need to still keep the connection between the two going. I was in the London Stadium when King Promise came to visit Kudus, and I witnessed the many times they played King Promise’s song. The partnership between Kudus and Stonebwoy may have introduced the latter’s music to a whole new audience.
We also need to branch into fashion and other fields. It’s almost like the sports institutions are on their own, and the creatives are also on their own. If “Free The Youth” wants to expand their reach, they could partner with a footballer or sports sector. The hottest athletes attract a lot of fans. When I was younger, Abede Pele brought a lot of value and awareness to Piccadilly Businesses because of how popular he was back then. Right now, Kivo Gari is getting a lot of attention due to their affiliation with Kudus. I will suggest that both institutions collaborate from time to time. I was so happy when Kwesi Arthur started showing up in Accra Hearts of Oak jerseys and it became a craze. It is important that the sports industry always lifts up its branding and popularity so there can be a balance in partnering with the creative industry. Brand positioning can be valuable to both industries.
Nathan Quao
Often, the interaction of sports and the creative world is based on the fact that a sportsman or woman likes an aspect of the creative arts and vice versa. So, often you will see Black Stars players hanging out with musicians because they appreciate the craft and the other way around. The creative industry has also shown their admiration and love for athletes by sometimes name-dropping them in songs. Abedi Pele is a great example of an often-mentioned footballer in songs. Reggie Rockstone and Stonebwoy have paid homage to Pele with lines in their songs (“Plan Ben” and “Mightelele”). These days, we see King Promise and Callum Hudson Odoi hanging out, and Stonebwoy going to visit Kudus at West Ham.
Largely, the relationship has been admirational. For instance, when Legon Cities FC first joined the Ghana Premier League, they had artists like Wendy Shay and Shatta Wale come to perform at their games. Eventually, they could not sustain it over the full length of a season. Half-time shows could be a great addition to the Ghanaian sports scene if marketed well and properly supported by sports teams and the artistes. On the other hand, sports teams in Ghana do not have the financial muscle to take on such huge initiatives. Even the GFA may struggle or feel reluctant to attempt such an initiative because of funds. The other challenge is fan attendance at sporting events because Ghanaian sports are no longer attractive to the average fan.
Sports events can be very good platforms for creatives so their work gets to the masses. For instance, NBA games in the United States are great avenues for new music to be played. Ghanaian sports events can equally serve those purposes. Sportsmen can also be great ambassadors for Ghanaian creative works, especially music.
Delase
While they exist outside each other, they occasionally interact where fashion meets sports or music meets sports in the case of Asamoah Gyan, who also made music despite his football career.
I believe what is born out of the collaboration between both industries will be great. Anytime we have seen the two intersect, it has always produced great moments. There are a lot of opportunities we have not explored yet with the collaboration between these industries. We need to actively explore and bridge the gap to see what can be achieved from it.
Therese Ohemaa
When it comes to partnerships with sports institutions and personalities here in Ghana, I see it as a huge opportunity that isn’t used enough in today’s age, especially in the creative space. Sports, especially football, hold a special place in the hearts of many Ghanaians. Creatives should tap into that passion and expand their reach in a way that feels natural and exciting with storytelling, content, and experiences.
Think about it: sports players and coaches have amazing stories that people connect with. Stories of hard work, resilience, and success that really resonate with a variety of audiences. When you mix that with creative storytelling through music, film, events, or even the arts, you can create something powerful that people not only enjoy but also feel inspired by. It’s like combining two things people love. Also, these collaborations open doors to new opportunities. Sports tend to attract a lot of sponsorship and media attention, and as creatives, it’s smart to leverage that. By working together, there’s potential to draw in brands or partners that may not typically engage with creatives alone. It’s about creating value on both sides, whether it’s for a campaign, an event, or even community projects.
The disconnect between sports and the creative industry in Ghana comes down to a few factors, like the lack of collaboration and funding. Both operate in their own lanes and also share in their financial issues as well as limited resources. In more developed countries, sports and entertainment regularly work hand-in-hand because they’ve got the financial backing and infrastructure to support those projects. Bridging the gap between both industries in Ghana would be extremely valuable for both institutions and individuals within these industries. The impact would be huge because it taps into the strengths of both sectors and creates opportunities for growth, influence, and most importantly, money.
Written by Nana Kojo Mula.
