How can we ignite the passion of local supporters using design thinking to increase the fan base of local Ghanaian clubs.

1. Applying Design
Thinking to Ghana
Football: the case of
building a local fan base
support
Cherubim Mawuli Amenyedor
@digitalmawuli

2. The Ghana Premier League is
the top professional football
division of the football league
system in Ghana. Formed
officially in 1956, after the last
Gold Coast Club Competition
was held in 1953/1954, the
league is organized by the
Ghana Football Association.
The ‘’GPL’’ was commercialized
making the clubs corporate
entities in 1993.
Background
Teams Location
Aduana Stars Dorma Ahenkro
Asante Kotoko Kumasi
Ashgold Obuasi
Bechem United Bechem
Berekum Chelsea Berekum
Bolga All Stars Bolgatanga
Ebusua Dwarfs Cape Coast
Elmina Sharks Elmina
Great Olympics Accra
Hearts of Oak Accra
Inter Allies Accra
Liberty Professionals Dansoman
Medeama Tarkwa
Tema Youth Tema
All Stars Wa
WAFA Sogakope

3. Design Thinking Process

4. Research Question
How can Ghanaian
clubs engage fans
locally to increase
their fan base?

5. Challenges
- Unstable sponsorship
- Low match day turnouts
- Low patronage of club activities
- Limited financial resources
- Poor brand image & perception
- How to cash in on the huge following (big clubs)
- Lack of professionalism

6. Indepth Interview with different categories of people
connected with the Ghana Premier League
- Local club Players
- Local Media teams
- Local Ghanaian journalists
- Local club fans
- Fans (with no local club affiliations)
- Non Football fans
Research Method

7. 7
- Card sorting
- Customer persona
- Customer journey map
- Empathy map
Analysis Frameworks

8. - What I expect from clubs
- Club media engagement
- Fan engagement
- How clubs engage with the
Community they live in
- Matchday activities that
appeals
- Club administration
Card Sorting topics

9. Name: John Kofi
Gender: Male
Age: 23
Location: Accra
Insight: ‘’The local clubs
should give me just one
flyer of all their matches
so I can attend with boys
as a hangout ‘k3k3’ ‘’
Persona Mapping

10. Name: Ama Mensah
Gender: Female
Age: 28
Location: Kumasi
Insight: ‘’He likes football
and I want to surprise
him on his birthday with
his favorite club in
Ghana.’’
Persona Mapping

11. Journey mapping on becoming a club member
Make
necessary
enquiries
Fill
required
form
Make
payment
Get
drafted
Drive /
Walk to
club office

12. Think & Feel
Sub-standard. Under-hyped.
No exciting football.
Hear
Super experiences from
older folks.
‘’Bashing’’ from local radio
stations.
Affluence.
Say & Do
Brag superiority. Believe.
See
Quality European football.

13. Point Of View
How might we make local clubs
more social and exciting to make
young Ghanaians easily identify
with them and be proudly
associated with them.
POV

14. Ideations
- Jerseys
- Professional content
- Tell stories
- More trolls and banters
- They should remember my
birthday and keep it sacred
- Visual Rebranding: design-athons
- Celebrate local heroes
- Think beyond ‘’match days’’
- Run a visible charity arm
- Run membership with valuable
benefits (corporate sales)
- See themselves as a content hub

15. Strategy
- Redesign the match day
experience
- Visual Rebrand
- Co-create value with fans
- Re-define your offering (identity,
association, pride, etc)
- Start new narratives and own
causes

16. Thanks!
Cherubim Mawuli
Amenyedor
@digitalmawuli