Can Hughton get the bucks for current Blacks Stars?
Thirteen years ago, the Black Stars looked poised to become a global brand and a wealthy business entity. They were in the finals of the 2010 African Cup of Nations and the quarter final of the 2010 FIFA World Cup in South Africa.
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Because of the global appeal, many businesses lined up to sponsor the Stars, then resulting in massive payout for the Ghana Football Association.
A decade and more down the lane, can newly appointed Black Stars Coach, Chris Hughton rebuild a team that can make waves, recapture the love and attract huge sponsors?
The derail
Following the successes in 2010, things began unravelling and soon degenerated into a debacle in 2014 in Brazil.
A sudden revival and redemption in 2015 saw them once again qualify to the finals of the AFCON in Equatorial Guinea but things went haywire again.
Transparency
The main hindrance to sponsors throwing their cash into the Black Stars is the lack of transparency and accountability on the part of the local football association over the years.
The GFA has created a water-tight entity within its confines that does not allow the media or even the state to inquire into how much it makes and spends.
This condition has led many to believe albeit with little evidence, that the FA is corrupt.
It is obvious that businesses do not associate with questionable entities and the GFA knows too well that until they allow light to shine on their dealings and make public their financial transactions, the Black Stars and the rest of the national football teams under its purview will suffer to attract sponsors.
Stars’ feat
In 2006 when the Black Stars qualified for their first World Cup, they exited in the Round of 16 and came home with $8.5 million dollars.
Players were given an appearance fee of $50,000 dollars each.
The participation in the World Cup gave the Black Stars a global recognition.
Since then, the Black Stars have become a global brand that has attracted global brands such as Puma and recently MTN Ghana as sponsors.
It is noteworthy that MTN Ghana signed a $2million sponsorship deal with the Ghana Football Association as the headline sponsors of the Black Stars.
The recent development, coupled with the experiences in the past, is a clear indication that the Black Stars, once in form, can attract a lot of sponsorship to propel them to greater heights.
Current Black Stars
Chris Hughton was part of the team that exited the stage at the 2022 World Cup in Qatar.
The Black Stars came home with $9 million dollars.
Now as the substantive Head Coach of the Stars, it appears luck has shined on him.
Fans who were angry with the team’s behaviour in Brazil in 2014 appear to be throwing their weight behind the team once again.
Telecommunication giants, MTN has also entered the fray while the likes of MELCOM are also part of the sponsors.
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In general, the optics look good for Coach Hughton and his charges and it is expected to be even better if the team qualifies to the 2024 AFCON.
Prize money
With the prize money of the 2024 AFCON increased by $1.850 million, the winner of the tournament will receive $5 million (£3.6 million/€4.4 million), an increase of $500,000 (£367,958/€440,075), while the runner-up is set to take home $2.75 million (£2 million/€2.4 million), an increase of $250,000 (£183,979/€220,037).Semi-finalists and quarter-finalists will earn $2.2 million (£1.6 million/€1.9 million) and $1.175 million (£864,000/€1 million), respectively, marking increases of $200,000 (£147,183/€176,030) and $175,000 (£128,785/€154,026).
It is a great test for Coach Hughton and his team to inch closer to the highest amount ever paid in any football tournament on the continent. That would be an arduous task but achievable.
Coach Hughton himself noted that his immediate focus was on the AFCON tournament. Although he stopped short of saying he would or could win it, he stressed that he would do his best.
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His best must, therefore, be the ultimate trophy and the $5 million dollars that comes with other mouthwatering endorsements from sponsors.
The Black Stars gaffer must get the bucks with this current Black Stars team that looks youthful and promising and ready to storm the continent and capture the mood of Ghanaians like the 2010 Black Stars squad did.
Hughton’s task
Coach Hughton has the huge task of building an attractive,indestructible squad that can rub shoulders with the best in the world.
That will cast the Black Stars as a global brand that can be leveraged upon by the FA to get sponsorships.
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It will take time and a painstaking effort to achieve that.
It mus,t however, begin now to give the Black Stars the best of sponsorships from corporate agencies and the love and support that they deserve from Ghanaians.