Former Chief Executive Officer of the National Film Authority, , has expressed disappointment over what she describes as Ghana’s failure to fully capitalize on the global branding opportunities presented by the country’s participation in the 2026 FIFA World Cup.
Speaking on the potential benefits that come with competing on football’s biggest stage, Asante argued that the World Cup offers much more than sporting success. According to her, it is a powerful platform for nations to showcase their culture, tourism potential, creative arts, investment opportunities, and national identity to a worldwide audience.
She noted that countries participating in major international tournaments often coordinate extensive branding campaigns that highlight their unique attractions and economic strengths. Such efforts, she said, help boost tourism, attract foreign investment, and strengthen a nation’s image on the global stage.
Asante lamented that Ghana has not taken full advantage of these opportunities despite the significant international attention generated by the Black Stars’ qualification and participation in the tournament. She stressed that strategic collaboration between government agencies, the private sector, tourism authorities, and the creative industry could have helped project a stronger Ghanaian brand to millions of viewers across the world.
The creative industry advocate further emphasized that sports and national development are closely linked, arguing that football should be viewed as a vehicle for economic growth and international promotion rather than merely a sporting event.
Her remarks have sparked discussions among sports enthusiasts, marketing experts, and industry stakeholders about how Ghana can better leverage major global events to enhance its international visibility and create lasting economic benefits.
As the Black Stars continue their World Cup campaign, Asante believes there is still room for stakeholders to maximize the attention surrounding the tournament by promoting Ghana’s culture, heritage, tourism destinations, and business opportunities to a global audience.
