Ghana’s proposed Sunderland sponsorship offers Nigeria an uncomfortable lesson: the country with the bigger cultural megaphone is not necessarily the country making the better tourism pitch.
Reports suggest when Sunderland walks into the pitch against Arsenal, on Saturday, September 12, they would be wearing for the first time, a shirt emblazoned with “Visit Ghana”.
When the Sunderland players stand on the pitch millions of viewers may see more than a sponsor.
They may see an invitation.
Ghana is reportedly preparing to put its tourism brand on the front of Sunderland’s shirt in a deal valued at about £10 million. The figure has not been officially confirmed by Sunderland or the Ghanaian government, and Ghanaian officials insist the initiative is privately backed rather than funded by Parliament. But the principle behind it is clear: Ghana wants to turn one of the world’s most powerful entertainment platforms into a global advertising channel.
For Nigeria, the uncomfortable question is not whether it should spend £10 million on a football shirt.
It is why a country with arguably greater global cultural visibility has been less systematic about converting that attention into tourism.
Nigeria already has what tourism marketers spend billions trying to manufacture: an audience.
Afrobeats travels from Lagos to London. Nollywood films reach viewers across Africa and beyond. Nigerian footballers play in Europe’s biggest leagues. Lagos has become synonymous with nightlife, fashion, food and December parties. Yet Nigeria…
Source link
Read Full Article by Obidike Okafor at businessday.ng
Source link
