As the excitement builds for the upcoming African Games set to be hosted in Accra, Ghana, President Nana Akufo-Addo's optimistic projection of an estimated audience of 2.2 billion people reflects high hopes.

However, behind this anticipation lies a sobering reality: a noticeable gap in preparedness that threatens to undermine the success of the event.

Ghana's bid to host the 13th edition of the African Games was met with enthusiasm back in 2018, promising ample time for meticulous planning and execution. Yet, as the Games draw near, signs of unaddressed challenges emerge, casting doubt on the adequacy of the preparations.

Incomplete Theodosia Okoh Hockey Stadium - Cricket Park in same state

Reports indicate that essential facilities, such as the cricket park, remain incomplete mere weeks before the commencement of the Games. Such delays, highlighted by media outlets like Joy Sports, suggest a lackadaisical approach that jeopardises the event's success.

With three days until the opening ceremony of the 2023 African Games, the Theodosia Okoh Hockey pitch is without a hockey turf.

The stadium is earmarked to host the hockey competition of the African Games, but work is progressing slowly at the facility, and time is fast running out. Whom do we blame? The LOC or the Sports Minister?

The Africa Hockey Federation initially announced that hockey would kick off on March 15 and run until March 23. However, new information suggests the hockey start date has been moved to March 17 due to the unreadiness of the Theodosia Okoh Hockey Stadium. A huge red flag coupled with reckless communication.

Why create this @Accra2023AG account if you’re going to put zero effort into providing information? Last time a tweet was sent out was 19th Feb. No sharing information on anything. Not arrivals, venues, schedules, training footage, athlete promotion etc. Zilch. Worst LOC of any…

— Fentuo Tahiru Fentuo (@Fentuo_) March 2, 2024

Another setback that points to a gloomy failure is that the Local Organising Committee of the 13th African Games has rescheduled the start of the badminton competition. Badminton was initially expected to be the event to kickstart the Games on March 3, 2024. However, due to undisclosed reasons, the start date has been changed to March 7 at the multipurpose hall of the Borteyman Sports Complex.

AFCON 2023: A game-changing event

According to the African Sports Union (ASU), a pan-African sport, the Confederation of African Football (CAF) predicted over 800 million people worldwide will tune in to the matches. In its 2023 report, ASU provided a comprehensive analysis of the tournament’s impact on sports, economics, and culture in Africa.

The report provided an exclusive look into the commercial and media partners, venues, and host cities. An analysis of social media and the evolving landscape of fan engagement showed that there is untapped potential to enhance usage on all platforms, build a community, seek commercial benefits, and encourage action.

Tourism and entertainment, plus the increased global reach and extensive media coverage, contributed to the economic growth in Côte d’Ivoire and the continent as a whole. Ghana, however, is far from emulating. Those in charge see nothing at fault and continue to give blind eyes and false hopes to chop success.

Has Ghana done enough to advertise the African Games?

Culturally, African football fans go all out in native attire, national colours, painted faces, dance moves, and expressive chants. We saw lots of that at AFCON 2023.

Despite projections of substantial viewership and economic benefits, questions linger regarding Ghana's marketing and promotional efforts. With the Ghanaian sports media sector's evident influence and potential, the failure to leverage its reach raises concerns about missed opportunities for advertising and engagement.

The Promotion and Marketing of Accra 2023 is ZERO. No radio ad, limited billboards, zeros social media strategy.

— Ohene-Bampoe Brenya (@obbampoegh) March 2, 2024

The conventional way of marketing has always been effective when billboards, posters, and other traditional styles of marketing strategies are employed; however, the African Games may have seen promotional videos on television sets and social media, specifically Facebook and Twitter, which have proven ineffective, using the Ghana Premier League low-league attendances as a case study.

The Minister for Youth and Sports, Mustapha Yussif, during his press briefing in Accra on March 4, 2024, admonished the media to rally behind the government to make the African games a success. At the back of this, he detailed the total cost of infrastructure for the games, which, according to the Minister, is $195 million - Borteyman complex: $145 million; University of Ghana: $34 million; Games Village: $16 million. These transactions came with no thorough thought to marketing.

“The initial plan to construct a state-of-the-art 50,000 Olympic Stadium at Borteyman was estimated at $200 million. That was to include all the modern facilities. We had the advantage of having the games postponed for a year, so time cannot be the reason. Nevertheless, if it is about money, why did we end up with isolated facilities for $145 million when the 50,000-seater would have included all? Only $45m short?” Saddick Adams.

In Ghanaian sports, marketing has always been an absent component . We could suffer the same fate as the GPL (low attendance); insufficient promotion was the cause of this.

All Africa Games could face comparable repercussions if they ignore the call, albeit it's still too early. https://t.co/k3zMyJXbOa

— Joseph Ayinga-Walter (@AyingaWalter) February 6, 2024

Calls for Action

Calls from concerned citizens on social media platforms echo the sentiment of dissatisfaction with the apparent gaps in preparation and promotion. Instances such as the recent "Save Ghana Football Demonstration" serve as poignant reminders of the need for effective management and communication in sporting events of national and continental significance.

Looking ahead, the success of the 2023 African Games hinges not only on the completion of essential infrastructure but also on proactive measures to enhance marketing, engage stakeholders, and address concerns raised by the public.

As the world turns its attention to Africa's sporting prowess, Ghana has an opportunity to showcase its capabilities on the global stage, provided it navigates these challenges effectively.