Performance over Strategy: A Myth of Denial in Sponsorship among Football Clubs in Ghana
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Abstract
This article interrogates the prevailing assumption among Ghanaian football club owners and managersthat on-field performance is the primary driver of sponsorship acquisition. Drawing on comparativeinsights and sponsorship theory, it argues that the overemphasis on performance masks a deeper strategicvacuum.
Cite this Publication
Cite this paper
Kusi, F. (2026). Performance over Strategy: A Myth of Denial in Sponsorship among Football Clubs in Ghana. The Bioscan. https://doi.org/10.63001/tbs.2026.v21.i01.pp1919-1925
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