The lanterns have gone out on the 6e edition of the African Nations Championship (CHAN) 2020 on Sunday February 16, 2021 in Yaoundé. A beautiful celebration at the purely sporting level, which consecrated Morocco’s final victory, and an incredible experience for the promotion of Cameroon’s brand image on the economic, cultural and social levels.
One of the peculiarities of this CHAN 2020, and which will have been an important marker from an economic point of view, is the opportunity offered for the first time by the African Football Confederation (CAF), to local companies, to associate their images to the organization of this event. On the occasion, the Local Organizing Committee (Cocan 20-21), which received a mandate from CAF, through its marketing commission, to prospect with local businesses and institutions, hung four of them on its hunting board. . These include the Investment Promotion Agency (Api), Cameroon Telecomunications (Camtel), Société Anonyme des Brasseries du Cameroun (Sabc) and the Cameroon Airlines Company (Camair-Co).
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These local public and private sponsors have subscribed to the designated sponsorship offer ” package prestige CAF “, Offering them” the benefit of maximum visibility and the possibility of carrying out marketing activations throughout the competition, in [leur] ensuring exclusivity in [leur] business sector ”, assures Bruno Bekono, chairman of the Cocan 20-21 Marketing commission. Even if it remains difficult to know the sums paid by these companies to CAF in return, it is still important to specify that according to a document from the commission entitled “CHAN Total Cameroon 2020: strengthen your image in Africa and beyond ”, and consulted by EcoMatin, the various marketing offers designed by the commission ranged from 80 million FCFA for the high-end“ prestige CAF package ”, and 35 million FCFA, for an activation of social marketing allowing enhance the experience of the public.
Covid-19, the surprise guest
Apart from the marketing offers, the committee had planned other variations in its package to promote Cameroon’s image, through the design of communication-marketing materials around the tournament, in particular a tournament guide, and a note book. , but also the erection of a CHAN store. These ideas, each as original as the other and validated by CAF, have never been implemented, for lack of funding. This necessarily dealt a blow to the forecasts of Cocan 20-21, and watered down the promotion of the Cameroon label.
Read also : CHAN 2020: Morocco beats Mali in final and retains crown
The competition took place against a background of economic conditions marked by the drying up of public finances due to the fight against the Coronavirus pandemic. Certain expenditure lines were simply reoriented in the management of this health crisis during the competition, especially since CAF had issued a framework to be followed, and had for example decided to increase the size of the delegations to reduce as much as possible. the risk of contamination. They were now made up of 45 people, and no longer 35 as usual before the advent of Covid-19, and thus led to additional costs in terms of support. Paradoxically, the budget allocated for the organization of this competition has undergone drastic adjustments, going from 8 to 2 billion FCFA, according to the daily The day January 13, 2021, less than half of the 4.856 billion FCFA allocated to the organization of the Women’s CAN in 2016, with only 8 teams.
Interview
“The Marketing Commission would have liked to have more resources to achieve its objectives”
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Bruno Bekono Mvongo, Chairman of the Marketing Commission of the Local Organizing Committee of CHAN Cameroon 2020 and CAN Cameroon 2021 (Cocan 20-21).
What are the different variations on which your committee worked during CHAN 2020 to promote Cameroon’s image through this competition?
We have built our action on four axes: (1) the development of sponsorship rights packages guaranteeing sponsors a maximum return on investment; (2) promotion of the event for the benefit of the host country, host cities, sponsors and other parties concerned; (3) the management of hospitality services to offer guests an original experience; and (4) the implementation of an innovative and interactive social marketing program, making it possible to further enhance the experience of the public.
Which will have been the most expressive of Cameroon’s image?
Undeniably the participation of local sponsors, should I say “National Supporters”, following the terminology of the African Football Confederation (CAF), exclusive holder of the marketing rights of this competition. Indeed, for the first time in the history of this competition, the Local Organizing Committee has recruited four public and private institutions, among which we must mention: The Investment Promotion Agency (Api); Camair-Co; Camtel and Sabc, who agreed to associate their names and their images with CHAN Total Cameroon 2020. We were able to convince them in a context marked by many risks, in particular those linked to the occurrence of the Covid-19 pandemic. It was not easy to get these participations, given the drastic drop in the number of spectators who can be admitted to the stadiums. These flagships of the national economy have contributed more than honorably to the enhancement of the event and to the promotion of Cameroon’s image.
What budget did the commission have in allocating the overall envelope of COCAN to the technical commissions to achieve all its achievements?
The Marketing Commission would have liked to have more resources to achieve its objectives. It would be indelicate of me to give figures which, moreover, do not fully express the commitment and self-sacrifice essential to the accomplishment of a work of general interest. It should be remembered that the resources granted to the Marketing Commission have enabled it to respond satisfactorily to the expectations of the African Football Confederation and those of other stakeholders.
How much have local businesses contributed to the commission’s prize pool?
To make myself better understood, it is important to say that the revenues produced within the framework of the marketing of CAF competitions, come back to him by right. They do not therefore constitute the pot of any particular commission. However, CAF accepts that technical costs are levied when they are justified.
At the time of the CHAN 2020 report, are you satisfied with the contribution of your committee to the organization of this competition?
Overall we can be satisfied to have worked, in a difficult context and marked by many innovations, to the realization of a competition which will henceforth count among the major sporting events of the African continent. It remains nonetheless true that the CHAN Total Cameroon 2020 was an excellent practical school, whose lessons should be used for the expected success of the Africa Cup of Nations that our country will soon host.
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