“Building a virtuous ecosystem of the sports economy in Africa”. This is the whole reason for holding this First Summit organized under the aegis of Palmarès Sport Organization (PSO) the latter is the very first marketing agency in French-speaking Africa, Golfica (created in 2010) its very first media golf course in French-speaking Africa with offices in Casablanca, Kigali and Douala.
Overall vision of this project: Summit on Sports Marketing in Africa (ASMS).
For this first edition which is being held from September 16 to 17, 2023 at the Yaoundé multipurpose sports palace, Africa Sport Marketing Summit allows us to review the different levers of sports marketing on which Africa must rely to build its ecosystem.
To achieve this, 12 international experts in the field of sport are currently meeting in Yaoundé in person and by video conference.
Some relevant themes from this Summit.
Sport in the communication strategy of decentralized local authorities; How to develop a club and attract sponsors, how to manage an athlete’s image and generate income; Digital transformation of sports institutions. Here are some modules covered by its experts from Spain, Johannesburg, Douala and Yaoundé, in total for this first edition 14 modules, therefore 8 for this day of September 16.
It should be noted that representatives of brands that work and support the sports movement also take part, like Canal +, MTN, Boissons du Cameroun. Let us point out that the evolution of sports marketing these days takes into account TTL (Total The Line) via consulting, artistic creation, media, digital events and even technology, it is more urgent to tie in Therefore, on this subject we are already seeing significant progress, particularly in countries such as Rwanda, human branding with the indomitable lioness Ajara NJOYA. This summit benefits from a major partnership and not least of the Spanish LaLiga Premier League in terms of economic performance in the field of football, ranked among one of the most influential leagues in the world (present in 41 countries, 11 offices, 44 delegates), hence this partnership which will be very beneficial for football in Africa and its players.
Progress of this first day.
In his welcome remarks Mr. Nasser NJOYA CEO of Palmarès Sport Organization, also founder ASMS Casablanca – Morocco notes that: “everything starts from the maxim that sport cannot develop a country, but sport employs 5 million employees in the world, for sports professionals to make a living from their arts there would need to be a sports economy, hence the reason for holding this summit, he continues by saying that it would be necessary to create a backstage space for Françoise MBANGO, Roger Mila, sport in Africa should stop being a game, an entertainment”
For the latter, the aim of this summit would be to make Cameroon a stronghold of the sports economy in Africa, which is why this partnership with the Spanish LaLiga was established, for the latter to add, you are witnesses to history.
Some modules at the opening of the summit on Sports Marketing in Africa.
Employability in the sports industry module with as panelist in video conference José MOYA Director of Laliga Business School of Madrid, in his 15-minute presentation he presented the training offers within the business school, its operation, its plan of strategy etc.
As for the second face-to-face presentation entitled: sport in the communication strategy of decentralized local authorities led by Mr. Pierre TATOUKOULOU general director Tatou Vibes Sports and Entertainment, first mentioning that this marketing agency was created in 2008 (marketing agency of ‘Anafoot) he was a consultant and member of the CHAN marketing commission in 2021. In his presentation of around fifteen minutes he demonstrated to the audience how sport can help the CTDs at the local level to have a very good reputation. image, he continues by saying it is important to say: “to local elected officials, public managers to surf on sport to better sell their municipalities practical case the city of Mbouda via the Bamboutos club of Mbouda, he adds by saying the CTDs can become sponsors example the city of Batié can be the sponsor of the MNA champion Francis NGANOU, it would be necessary to identify the sports according to local sensitivities here he took the case of the region of the Far North which is full of Athletes given the picturesque landscape of this region “. The CTDs (decentralized local authorities) must call on club marketing agencies to sell their municipalities. On this subject we have economic benefits from sport (restaurant, hotels, gadgets), media benefits, dynamism, potential, infrastructure; this presentation ended with questions and answers given the scale and urgency of this module which challenges our local elected officials more than ever with the sustainable development objectives (SDGs).
For the management of the stadium, generation of income – matchdays Eduard CASTEL stadium manager FC Valence in video conference focused on the case of the Valencia stadium created in 1919, its structuring, management, ticketing of this stadium which hosts major competitions with more than 38,500 subscribers.
Suggestions at the end of this First Summit.
We still remain confident that the foundations of this first summit will be brought to the highest sporting authorities of Cameroon, Territorial Administration so that the Cameroon of Samuel Eto’o son, Roger Mila shines economically speaking in this area as well as its actors , it is necessary to clean up this sector of activity polluted by structures and people who do not master the workings and channels (intense organization of seminars and conferences).
Finally, note that on September 17, the Spanish Ambassador to Cameroon, institutional and diplomatic partner of this first summit, will present on the module: Sports Diplomacy and Nation Branding.
