Africa - The changing face of African football

November 23rd, 2009

 

 

Nairobi (Kenya) - With Africa celebrating its first ever under-20 World Cup triumph following Ghana’s giant-slaying victory over Brazil in Cairo last Friday, the continent’s levels of anticipation have shot a notch higher with Nigeria hosting the under-17 World Cup from this week and South Africa organising Africa’s first senior World Cup next year.

The continent is already celebrating the arrival of the Fifa World Cup trophy, facilitated by the Coca-Cola Company, which is touring 53 African countries as a build up to next year’s finals.

A lot of buzz has been created by the trophy tour and Kenyan fans of the game are preparing to share the experience with the trophy landing in Nairobi on November 12 and consumer experience programmes lined up on November 13 and 14 in the city.

It will be a great coincidence as on November 14, Kenya’s Harambee Stars will be in action against the Super Eagles of Nigeria in the final World Cup group qualifying match at Kasarani that the Nigerians need to win to qualify for the 2010 finals, hoping that Tunisia falter in the other group game in Maputo.

What’s interesting about the Fifa World Cup trophy tour is that its organisation in Africa — specifically in East and Central Africa — is largely driven by women!

Coca-Cola’s East and Central Africa Business Unit (ECABU) is comprised of 27 countries and its headquarters in Nairobi is charged with organising the movement of the 18-carat, solid gold trophy around the region on its way to South Africa for the World Cup draw scheduled for Cape Town on December 4.

Nine women are at the heart of the trophy tour’s programme at ECABU’s headquarters in Upper Hill, Nairobi. They are Raei Melesse, Pamela Mutua, Maureen Sika, Maidie Arkutu, Elsie Wandera, Catherine Musyimi, Carol Mbaga, Sarah Koola and Stella Kiguta-Ng’ang’a.

Football Monday caught up with the nonette for their views on the historic trophy tour, women’s involvement in football and build-up to next year’s World Cup in general.

“It is refreshing to see that women are also ‘claiming their space’ in the world of football, which has been socially positioned as being a ‘men-only’ domain,” says Kiguta-Ng’ang’a, ECABU’s communication manager. “There is an opportunity for popular culture.

been socially positioned as being a ‘men-only’ domain,” says Kiguta-Ng’ang’a, ECABU’s communication manager. “There is an opportunity for popular culture to demystify football to youth in order to gain even better participation from women. I look forward to seeing more ladies become club owners, coaches, Fifa-accredited referees, commentators, reporters, fans etc.”

She sees the trophy tour leaving a lasting legacy on the continent. “The World Cup will positively open Africa to the world. I anticipate that the well-staged games will give our continent a chance to lead and champion other global initiatives in music, the arts, medicine, technology, democracy etc. “There is also the ‘Water for Schools’ legacy that we will leave behind in 2010, as our company and consumers partner to make a difference to the continent.”

Raei Melesse is ECABU’s brand manager for Ethiopia and Eritrea, East and Central Africa and is responsible for the smooth execution of the trophy tour in Ethiopia. “African football has been growing in popularity the past years and I strongly believe that 2010 will bring more positive recognition to the continent as a whole,” she says.

Coke’s senior franchise brand manager for Kenya, Pamela Mutua, also strongly believes women have a role to play in development of football globally. “Locally, the management of football affairs can be taken to the next level if women are involved in the sport as well.

“I also think there is opportunity for Kenyan football to improve to make this game an attraction to the youth,” Mutua, a self-confessed fan of five times world champions, Brazil, says.
Maureen Sika, brand manager (sparkling and still beverages) was in the team that organised the Coca Coca-Cola under-17 tournament whose African finals were held in Pretoria last July.

“I think more and more female voices are on our airwaves hyping football just as earnestly as the men and taking an authoritative and opinion shaping role of the sport,” she says.

“I think the most important legacy that will be most significant in Africa as a result of staging the World Cup is a change in perception of the way the world views Africa. Yes, we have poverty, yes, we have hunger but yes, we always look to the brighter side, we survive day to day and we take time to enjoy life. Africa is a place where there is laughter, healing and a place where dreams do come true. That for me will be a significant legacy.

“Football leadership belongs to Africa. I believe with the right infrastructure; high performance centers, football academies, strong football clubs and government support, African football will take over global football. The talent is here, we just need a means to bring it to head.

“My most exciting moments have been seeing the players we selected from Copa Coca-Cola grow from strength to strength. The Kenyan “dream team” played in South Africa against other strong footballers from across the continent, these players have then played in Bahrain, Cairo and Juba against really talented football players.”

Ghanaian Maidie Elizabeth Arkutu, is Coke’s franchise marketing manager for the Horn, Islands and Mid Africa (HIMA) territory which is made up of 11 French speaking countries including DRC, Rwanda, Mauritius and Madagascar. She is responsible for organising the visit of the trophy in nine of the HIMA countries (DRC, Congo Brazzaville, Rwanda, Burundi, Seychelles, Comoros, Mauritius and Madagascar).

“The initial thought of taking the trophy to all African countries seemed daunting. However, again, many Africans now have the opportunity to see the real trophy. This is a once in a lifetime opportunity and a dream come true for them,” she says.

“Being Ghanaian (and we just won the Fifa Under-20 World Cup), I am proud that we were the first African country to qualify for 2010. I have great hopes for the Black Stars.”

Elsie Wandera, a marketing assistant at ECABU, is an avid Manchester United fan and was a footballer at primary school. She believes the trophy tour will united Africa and showcase its organisational capacity. “It is an opportunity to show the world that Kenya, and other African states, have the capability to execute world class events,” she says. “We also an opportunity to showcase our united resources to achieve this. After all, this an opportunity for 53 African nations to come together united under the world’s most favorite sport, football.”

Catherine Musyimi, ECABU’s brand manager for Coca-Cola, is responsible for the Legacy Programme that is aimed at leaving a lasting legacy on the continent after the trophy tour. She believes women can play a greater role in the development of the game in Africa, a continent with a great future in the sport. “Given the right resources and right management structure, Africa’s football future is extremely bright. Such is the case that coaches from renowned European countries see the potential and leave their countries to come and train local teams. Unfortunately they see more of the potential than we Africans do in ourselves.”

The Coca-Cola 2010 World Cup football programme at ECABU is headed by Caroline Maajabu Mbaga as the senior brand manager handling strategy and the Integrated Marketing Communication (IMC) Campaign. She was involved in activating and executing the 2006 Fifa World Cup trophy tour to Tanzania. “The significance of the real Fifa World Cup Trophy travelling to 53 countries around Africa is that almost every country in Africa will have an opportunity to be in the limelight for a positive, celebratory, reason which is not often the case with stories on the continent,” she says.

“The World Cup in South Africa has really brought a renewed focus and interest in Africa from many around the globe. This is Africa’s finest hour to let people know and experience the vibrancy, colour, passion and potential that is our continent.” Kenyans are already experiencing the trophy tour through merchandising rolled out by Coca-Cola in the last few weeks. Sarah Koola is in charge of merchandising.

The “Coca-Cola women of football” hope that their involvement in the game will help shape its future long after the World Cup trophy tour. They hope their involvement in football will change the face of the game right beyond South Africa 2010.

 

source.The Nation (Kenya)