By Rihana Adam, GNA
Accra, June 3, GNA – Mr Samson Deen, President of the African Paralympic Committee (AfPC), has called for greater national unity and a renewed commitment to positive sports branding to attract investment and transform Ghana’s sports sector.
Speaking at the unveiling of Team Ghana for the 2026 Commonwealth Games, Mr Deen urged Ghanaians, particularly the media, corporate institutions, sports administrators, and other stakeholders, to work together to promote sports as a national asset capable of creating opportunities and enhancing the country’s international image.
He said, “Sports does not belong to one institution; sports belongs to Ghana. Sports belongs to all of us. Therefore, we all have a responsibility to protect it, promote it, and contribute to its growth.”
According to him, persistent negativity, public disputes, and excessive criticism within the sporting ecosystem continue to undermine efforts to attract private-sector investment and corporate sponsorship.
He said, “Sports is one of Ghana’s greatest national products. If we continue to speak negatively about ourselves and our institutions, we make it difficult for investors and corporate Ghana to see the opportunities that exist within our sporting sector.”
Mr Deen noted that corporate sponsorship is driven by confidence, visibility, and value creation, stressing the need for sports stakeholders to package and market Ghanaian sports professionally to demonstrate its growth potential and national impact.
He said, “For corporate Ghana to come in and support us, we need to brand our sports in a way that makes everyone understand that the time is now. We must collectively create an environment that encourages investment rather than discourages it.”
The AfPC President expressed concern that sports leaders often spend valuable time defending institutions and seeking support instead of concentrating on athlete development, infrastructure expansion, talent identification, and international competitiveness.
He stressed that sports development should not be viewed as the responsibility of a single institution such as the Ghana Olympic Committee, the Ghana Paralympic Committee, the National Sports Authority, or the ministry responsible for sports.
Mr Deen described sports as a collective national enterprise that belongs to every Ghanaian.
With the countdown to the Glasgow 2026 Commonwealth Games officially underway, Mr Deen called for stronger collaboration among sports federations, corporate organisations, government agencies, development partners, and media practitioners to position Ghana as a leading sporting nation on the African continent.
He said unity, professionalism, and strategic branding were essential to unlocking greater sponsorship opportunities, attracting international partnerships, and creating sustainable opportunities for future generations of athletes.
Mr Deen concluded with a call on all stakeholders to support efforts aimed at developing the nation’s sporting sector.
He said, “When Ghana wins, we all win. The time has come to market, protect, and invest in our sports.”
GNA
Edited by Kenneth Odeng Adade