The Football Clubs Must Evolve: Investing in Players’ Welfare and Fan Engagement.

Sport in its rawest form has entertained civilizations for centuries, from Mayan ball games in the Americas to gladiatorial spectacles in the Roman Empire, and wrestling in pre-colonial West Africa. Over time, sports have evolved not only as a form of entertainment but also as a powerful cultural, political, and economic tool. Today, no sport exemplifies that transformation more profoundly than football.

Soccer — or football, as we rightly call it here — has transcended beyond being just a game. It is now a multibillion-dollar global industry, commanding the attention of nations, advertisers, and global fanbases. The beautiful game has proven its power to bring people together, cut across ethnic and linguistic divides, and offer socioeconomic mobility to millions of young people, especially across Africa. But while our national teams — the Black Stars, Super Eagles, Teranga Lions, and Bafana Bafana — command reverence, our domestic football clubs struggle to rise to the same level of visibility, competitiveness, and profitability.

The State of the African Football Club

Across the 54 nations on this continent, there are thousands of registered football clubs — at least 200 operating at top-tier or professional levels. Yet, a majority of these clubs remain largely unknown, even within their own regions. Contrast this with global giants like Manchester United, PSG, Real Madrid, or Bayern Munich — whose players, colors, and brands are known from the streets of Tamale to the townships of Soweto. This difference is not coincidental; it is the result of decades of strategic investment, marketing, and infrastructure development. The European clubs have become powerful commercial entities. Their players are brand ambassadors, their kits are global fashion items, and their stadiums are tourist attractions. They have mastered the art of fan engagement, loyalty building, and revenue generation—lessons local clubs must urgently study and adapt.

Some African clubs are beginning to set the pace. With its strong history and loyal fanbase in Kumasi, Ghana's Asante Kotoko SC seems to demonstrate that a club rooted in community identity can remain competitive and relevant over decades. Al Ahly of Egypt, the most successful club in African football history, exemplifies how long-term investment, continental success, and a disciplined commercial strategy can build a football brand recognized globally. In Senegal, ASC Jaraaf of Dakar continues to play a crucial role not only in the league but in representing the traditional heritage of Senegalese football while developing talent that feeds the national pipeline.

Players: Investment and Welfare First

To build clubs that are viable and competitive on the global stage, African teams must start with the core of the game: the players. Too many local players operate without adequate financial contracts, health coverage, or long-term career planning. This is not only a disservice to their welfare but also poor business practice.

Professional football is physically taxing and carries a high risk of injury. As such, comprehensive health insurance and access to physiotherapists, nutritionists, and mental health professionals must become standard. In elite clubs, teams invest in injury prevention, performance data analytics, and post-career support for their players. A player with access to holistic healthcare and financial security is more productive, more loyal, and more marketable.

Moreover, player contracts should evolve to include base salaries competitive with the cost of living, performance bonuses, and a percentage of revenue from a player's jersey and merchandise sales. In addition, retirement and pension planning needs to be included, at a minimum. Such moves would not only keep talent within local leagues but also give players a sense of ownership in the club's brand and financial success.

 Engaging the 12th Man: Fans

Africa has arguably the most passionate football fans on earth. From packed stadiums during derbies in Accra and Casablanca to the street parades during AFCON qualifiers, the spirit is unmatched. Yet, local clubs struggle to convert that passion into consistent engagement and revenue.

To do this, clubs must stop viewing fans simply as spectators. Instead, fans should be treated as stakeholders in the club’s future. Regular fan outreach programs, school and community visits by players, loyalty reward schemes, and inclusive ticket pricing will build stronger ties. Equally, digital tools must be embraced. In a mobile-first continent where WhatsApp and Facebook dominate communication, clubs should create localized content, mobile-friendly websites, and fan apps to sell merchandise, share behind-the-scenes content, and engage directly with supporters.

 Marketing and Commercialization

Beyond the pitch, the clubs must invest in branding and commercial strategy. This includes developing a clear club identity (colors, slogans, values). selling branded merchandise, reating licensing deals, and local business sponsorships. A well-marketed club becomes attractive not just to fans, but to sponsors and investors alike. Clubs like TP Mazembe and Al Ahly have shown that African teams can build strong brands that command respect and revenue on the continent and beyond.

Government and Policy Support

While football clubs must operate like businesses, they do not exist in a vacuum. Governments play a crucial role — not in running clubs, but in setting up the legal, infrastructural, and economic environment that allows sports to thrive by providing tax incentives for businesses that sponsor local clubs and enforcing player welfare laws and minimum contract standards. This creates a transparent, fair, and supportive policy framework that essentially supports the development of an ecosystem where clubs can grow sustainably.

If a local club is to take its rightful place in global football, not just as a supplier of talent, but as a home for world-class clubs, then the transformation must begin now. Our clubs must reimagine themselves as modern sports enterprises—putting players first, building lifelong fan loyalty, and exploring new revenue models because the current state doesn't cut it. By doing so, we can not only retain more of our top talent but also transform football into a sustainable industry that uplifts economies, inspires youth, and reflects the greatness of Africa on the global stage.

The Equatorial Gulf is an independent group of writers dedicated to insightful analysis and thought-provoking discussions on global and regional topics.