The Ghana Black Stars’ ongoing struggles in the 2025 Africa Cup of Nations (AFCON) qualifiers are not only disappointing for football fans but are also casting a shadow over the businesses and industries that rely on the team’s success. The one-all game against Angola last Friday has intensified scrutiny on the Ghana Football Association (GFA) and sparked concerns about the broader economic impact of the team’s poor performance, with criticism from local and international media sporting outlets
Businesses Feeling the Heat
The Black Stars have long been a source of pride and a driver of economic activity in Ghana, with their success fueling merchandise sales, ticket revenue, and corporate sponsorships. However, their declining performance threatens to disrupt this ecosystem.
Sponsorship deals, which often hinge on a team’s ability to perform well and captivate audiences, are now at risk. Businesses that produce and sell Black Stars-themed paraphernalia, including jerseys, scarves, and other merchandise, could see a significant drop in patronage. Additionally, hospitality and event businesses, which thrive during high-stakes matches, may face reduced demand as fan enthusiasm wanes.
“The success of the Black Stars is not just about football, it’s an economic engine for many small and medium enterprises (SMEs), the struggles of the team is a ripple effects across multiple businesses.”
A Decline Under Kurt Okraku’s Leadership
The Ghana Football Association (GFA), led by President Kurt Okraku, has come under fire for its management of the Black Stars. Critics have highlighted a lack of consistent strategy and poor results despite significant financial investments. The team received US$3 million in 2021 and US$ 3.5 million in 2023, yet failed to progress beyond the group stages of AFCON tournaments.
The team’s decline is also reflected in coaching statistics. Under the current GFA administration, four head coaches have been appointed, none of whom have managed to achieve sustained success, C.K Akonnor: 40% win rate (4 wins, 2 draws, 4 losses). Milovan Rajevac: 37.5% win rate (3 wins, 2 draws, 3 losses). Chris Hughton: 30.8% win rate (4 wins, 5 draws, 4 losses). Current Head Coach: 28.6% win rate across two stints (6 wins, 8 draws, 7 losses).
The Cost of Declining Performance
The Black Stars’ struggles go beyond sports. For small businesses and local entrepreneurs, the team’s success often translates into economic opportunity. Vendors who sell team paraphernalia at games, pubs that host match screenings, and tour operators who cater to football fans all stand to lose when the team underperforms.
This decline could also affect the GFA’s ability to attract future sponsors. Corporations are less likely to invest in a brand that struggles to engage its audience, potentially reducing the funds available for football development in Ghana.
A Legacy at Risk
Ghana, a four-time AFCON champion, was once considered a dominant force in African football. Now, the team’s inability to meet expectations is tarnishing its legacy and eroding national pride. Jerome Otchere, a freelance journalist, summed up the sentiment in a post on X (formerly Twitter): “What does the GFA executive committee say about what’s happening to our football under their leadership?”
As the Black Stars prepare for their last game for the 2025 AFCON, there are growing calls for a complete overhaul of the GFA. Stakeholders are demanding better leadership, a clear strategy, and an emphasis on restoring the team’s competitive edge.
The road to recovery will not be easy, but one thing is clear: the future of the Black Stars is about more than football. It’s about safeguarding an economic and cultural institution that resonates deeply with the Ghanaian people.
