Partnerships and Sponsorships 🤝

Back in 2011, I noticed something interesting about Sunderland AFC: the number of Ghanaian players in their first team at the time. That observation sparked an idea: what if Sunderland could form a meaningful partnership with a Ghanaian Premier League side?

I’d spent a lot of time in Ghana and had built strong relationships with football clubs across the country. At the time, I had a particularly good relationship with Asante Kotoko — one of Ghana’s most successful Premier League clubs — and their then Board Chairman, Dr KK Sarpong, which made them an ideal club to approach. Both parties were open to the idea 🙌🏽.

Coincidentally, Ghana were set to play England at Wembley, and several members of the Kotoko leadership were coming to town. The timing couldn’t have been better. I arranged a meeting and led the Kotoko delegation to the Stadium of Light.

We were warmly received by Sunderland’s leadership, led by Niall Quinn who extended exceptional hospitality.

The partnership got off to a promising start. One of Kotoko’s coaches, Maxwell Konadu, came to Sunderland for an attachment, and Sunderland coaches also travelled to Ghana to share knowledge and experience. It was a great example of mutual learning and cultural exchange.

Over the years, I’ve had a number of Nigerian and Ghanaian clubs/academies/players reach out asking if I can help them secure sponsorships or find partners. But when I ask what value they’re offering in return, they can’t say 😅🤔. Basically, most are just looking for someone to bankroll them, but call it sponsorship/partnership 🤦🏽‍♀️.

🔸 Sponsorship is transactional. One party (usually a brand) provides financial support or resources in exchange for visibility, brand alignment, or access to an audience. A great example is a brand’s support for a football club. The brand isn’t just giving money; they’re aligning their brand with the values and excellence of the club. That’s value — for both sides.

💡 If you’re seeking sponsorship, ask yourself: What visibility, audience, or brand value are you offering in return?

🔹 Partnership is collaborative and strategic. It’s about shared goals, mutual benefit, and long-term value. It’s not just about money — it’s about what each side brings to the table. The Sunderland–Kotoko idea wasn’t about cash. It was about talent development, cultural exchange, and building a pipeline between two footballing ecosystems. That’s partnership.

💡 If you’re seeking a partner, ask yourself: What are you offering that aligns with their goals or strengthens their mission?

📣 Whether you’re already in sports, in telecoms, tech, health, education, or consumer goods… if your organisation is looking to:

✅ Build visibility in Africa (primarily Nigeria) through sports…

…then I’d love to hear from you..

Let’s talk 📞

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