FOR a few hours on Wednesday night, Ghud Park at the Accra Mall transformed into more than just a football viewing centre when Coca-Cola launched its ‘Feel It All’ campaign.
It became a vibrant meeting point of sports, entertainment and culture, offering a glimpse into how well-curated fan experiences can evolve into major tourism attractions.
It brought together football enthusiasts, media personalities, influencers and families in a colourful display of shared passion and excitement.
While football was undoubtedly the main attraction as fans gathered to watch Ghana's opening at the 2026 FIFA World Cup match against Panama on June 17, entertainment played an equally important role in shaping the atmosphere, keeping patrons engaged before, during and after the game.
From the moment guests arrived, music, dance and fan interactions set the tone for what felt less like a watch party and more like a festival celebrating Ghana's enduring love affair with football.
The energy reached another level when members of the Supporters Union took centre stage. Dressed in their colourful regalia and armed with drums, horns and infectious chants, they transformed the venue into a sea of excitement.
Their spirited performances drew cheers from the crowd and created the kind of atmosphere often associated with major international football tournaments.
As the night progressed, popular musician Mr Drew made an appearance, much to the delight of fans. His presence added another layer of excitement, with many patrons rushing to catch a glimpse of the artiste as he interacted with the crowd and joined in the celebrations.
What stood out throughout the event was how seamlessly football and entertainment complemented each other. Even after the final whistle, many patrons stayed behind as music continued to blare through the speakers.
Groups danced, sang along to popular songs and celebrated late into the night, effectively turning the venue into a mini nightclub in celebration of Ghana’s win.
Sports Tourism
The scene reinforced a growing reality in global sports tourism: modern fans increasingly seek experiences rather than simply matches.
Around the world, sporting events are being packaged with music, food, culture and interactive activities to attract wider audiences and generate economic activity beyond the game itself.
In an interview with the Daily Graphic, Mr Drew said entertainment was an essential part of football experiences, especially during major tournaments.
“Entertainment cannot be left out of moments like this. Football brings people together, but music helps create the atmosphere and excitement that people remember long after the game is over," he said.
Some patrons who spoke to the Daily Graphic shared similar sentiments, noting that entertainment added colour and excitement to the occasion.
"It would have been nice just watching the match, but the music, the performances and the overall atmosphere made it more enjoyable," blogger Kobby Kyei said.
Entertainment journalist Edem Mensah Tsortorme described the event as a complete experience.
"When entertainment is added to football like this, people are encouraged to stay longer, spend more time with family and friends and enjoy themselves. It makes the event special," he said.
Shared experiences
Launching Feel It All, Coca-Cola officials noted that the activation forms part of the company's commitment to creating shared experiences through football.
“This campaign is built on seven decades of Coca-Cola growing alongside Ghanaian communities. We believe in the power of shared experiences, and nothing brings people together like football. That's why our message this year is simple: Feel It All," said Mensah Seneadza, Director, Franchise Operations, Equatorial Africa, Coca-Cola.
According to him, football in Ghana goes beyond 90 minutes on the pitch and has become a social connector in homes, communities and among friends.
He explained that the watch party was only the beginning of a series of experiences planned throughout the tournament.
Fans are expected to gather at Ghud Park for subsequent matches featuring interactive activities, family-friendly engagements, giveaways and live entertainment, with special attention being given to Ghana's highly anticipated clash with England on June 23.
One of the highlights of the campaign will be the globally celebrated "José vs Mourinho" experience, a unique social-first entertainment concept that uses technology to present two versions of renowned football manager José Mourinho, humorously debating football topics in real time.
To crown the campaign, Coca-Cola will host a major celebration alongside the World Cup final on July 19, combining football, music and entertainment in what organisers describe as an unforgettable finale.
Felix Gomis, Managing Director of the West African Countries Business Unit of Equatorial Coca-Cola Bottling Company (ECCBC), said Ghana remained one of the company's most strategic markets and that the enthusiasm shown by fans demonstrated the central role football continues to play in everyday Ghanaian life.
As Ghana continues to explore innovative ways of expanding its tourism offerings, events such as the Coca-Cola Watch Party demonstrate how sports, music and culture can be packaged together to create memorable experiences capable of attracting both local and international audiences.
