DEBATE: Rwanda-PSG partnership, a justification for the $25m Black Stars budget?

Mr. President Nana Addo Dankwa Akufo-Addo, Honourable Sports Minister, President of the Ghana FA, Panel of Judges, Fellow Journalists, Ladies and Gentleman, following the unveiling of Leo Messi by PSG a couple of days ago, I have been tempted to join the debate on the topic: Rwanda-PSG partnership, a justification for the $25m Black Stars budget. I and Sheikh Tophic Abdul-Kadir Sienu and I speak for the motion.

Mr. President, permit me to use this opportunity to sympathise with Barcelona fans over the departure of soul of the club Leo Messi, and let me be quick to add that his departure and subsequent move to PSG has been a huge lesson for all in the football industry.

At his PSG unveiling ceremony watched by millions all over the world, Leo Messi had behind his shirt, – VISIT RWANDA – and scores are pouring praises on Paul Kagame for putting Rwanda on such a big platform.

Ironically, same and some of the people praising Paul Kagame now are part of those saying the $25m budget for the Black Stars’ World Cup and AFCON 2022 campaigns is unheard of.

Ladies and gentleman, if we want our game to move forward, we need to be positive minded and take the opportunity to make the best out of the platforms we get, instead of painting a negative picture to the demerit of our game.

Now watch this: In 2019, Rwanda paid £30m to have their Visit Rwanda inscription on the shirt of Arsenal. That was to have their Visit Rwanda inscription on just the sleeve of the Arsenal shirt. Yes, the sleeve and not even the front or back of the jersey. And that was £30m for 3 years. Yes you heard me right.

President Kagame is the winner of it all. Messi Promoting tourism with Visit Rwanda, Uganda and Arsenal#MessiPSG pic.twitter.com/vdNnTvcl7t

— Atima (@AElwana) August 11, 2021

The same year, Rwanda signed another deal with PSG worth $11m for three years just to have the same Visit Rwanda inscription on their shirt.

Mr. President, countries like Azerbaijan and many others are investing in similar ventures to put their names and images on the international spotlight to boost tourism.

But why targeting football and not advertising on the international media platforms?

Ladies and gentlemen, have you taken some time to ponder over this? If no, do so now. However, let me give you a tip of the iceberg.

Rwanda in 2017 made $438m from tourism and have projected an eye-popping $800m in 2024. And trust me, they will reap. This is planning and a judicious use of the football platform.

This is because Paul Kagame has identified the football space as the only platform that guarantees millions of instant viewership that will serve their purpose.

Mr. President, according to a report by FIFA, an average number of 517m people watched the 2018 World Cup final between France and Croatia, and about 1.1b kept switching between the 90 minutes period.

Ladies and gentleman, Rwanda have just seen the enormity of the opportunities in this area and are making judicious use of the platforms. This is a test case for Ghana and we must grab the chance instead of the hue and cry from the public.

Imagine how much countries are putting into football with a conscious plan of making bigger gains, yet in my beloved country Ghana, as small as $25m for preparations, qualification, AFCON Tournament (Winning), and World Cup participation (semifinals) has been made to appear the venture is worthless.

Mr. President, have we for a second taken the pain to find out how much countries like Azerbaijan, Afghanistan, Qatar, Rwanda etc are paying to advertise for 1 to 3 minutes on CNN, BBC or Aljazeera? Even that does not guarantee the numbers compared to the eyeballs football offers.

Ladies and gentlemen, have we also taken the pain to dig deeper to find out what Ghana stands to gain when the country qualifies for the World Cup in terms of the publicity it will give to the country? Can we pay the amount Rwanda is paying to advertise their country on the shirts of clubs in Europe?

Ghana will be on BBC, Aljazeera, CNN, Sky, Fox, ESPN, BeIN, and all the major media houses in the world at no cost to the country and the rippling effect is incredible.

Ladies and gentlemen, after the 2006 World Cup in Germany, the Ghana Tourism Authority reported that tourism was boosted by over 70% between 2008 and 2010.

To buttress this point Mr. President, the Year of Return in 2019 is a case study. Ghana is reported to have welcomed over 1.5m visitors from January to December 2019 and an estimated $1.9b revenue was brought to the country.

Hon. Minister, your initiative is one of the best I have ever come across as a football writer and if we consciously take advantage of the platform provided, we can fetch 10 times what we had in the year of return.

That’s the power of football.

So, instead of vehemently opposing the $25m budget projection for the Black Stars’ campaign, I’ll urge all to channel their energies into charging the country to take advantage of the opportunities the AFCON and the World Cup will present the country and maximize output.

Mr. President, Panel of Judges, Fellow Journalists, if we admire what Paul Kegame has done and is doing with Rwanda by using football, then we have no business questioning the amazing effort of the Sports Minister, Hon. Mustapha Ussif, in putting Ghana on the world stage once again.

Rwanda between 2013 and 2021 have spent close to $150m just to publicize and popularise the once upon a time war torn country.

Rwanda have set the pace for us to win the race. Let’s be positive.

Being at the World Cup provides a bigger platform of publicity than advertising on any media platform in the world. And spending part of a $25m budget to get there is a more profitable venture that needs commendation not condemnation.

Mr. President of the GFA, Hon. Sports Minister, I wish to encourage you to stay focused with your agenda in raising the funds to support the Black Star’s qualification successful participation in the AFCON and the 2022 World Cup because it also provides a wonderful platform that raises the market values of the players who bring a lot of foreign exchange into the country.

Ladies and gentlemen, after Ghana’s participation at the 2006 and 2010 World Cups, records show that Ghanaian players made big money moves to top clubs in Europe and the monies they made were all brought into the country.

Ladies and gentleman, have we pondered over numerous companies established by Ghana legend Asamoah Gyan alone in the country? What about Agyemang Badu, Wakaso, Waris, Baba Rahman, Andre Ayew etc? These players are providing well-paid employment for uncountable Ghanaians, helping in reducing the rate of unemployment in the country. This may be unconscious, but that’s the reality.

Mr. President Nana Addo Dankwa Akufo-Addo, President of the Ghana FA, Hon. Sports Minister, Panel of Judges, Fellow Journalists, Distinguished Ladies and Gentleman, I believe after reading this piece, you have no shred of doubt that Leo Messi’s unveiling has been an eye opener and raising $25m towards the qualification, participation, winning the AFCON and getting to the semifinals of the 2022 World Cup is a profitable venture worth investing.

Thank you.