24/09/2026
Picture the meeting at an African football club preparing its next sponsorship proposal. The team has promising players, committed supporters and a calendar of fixtures.
There are photographs of crowded stands, a selection of media coverage and several attractive positions where a company’s logo could appear. The proposal explains what the club needs and what the sponsor will receive. Then someone on the other side of the table asks a question that requires more than enthusiasm: who, exactly, are we reaching through this partnership, and why should those people care that we are involved?