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22.11.2005 Football News

Ashantigold Sporting Club -Sponsors Brief

By Stephen Ennin
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AshantiGold SC has blazed a trail of success that is legendary. Since its birth in 1978, the Club has won the Professional league 3 times and was African Champions League runner-up in 1997.

The Club has its own Stadia & Academies and has pioneered sports infrastructure development that serves the community. But success has been difficult to come by during these past few years as have been the case of many great clubs throughout the world.

The Club is seeking to rediscover its past glories and this document is meant to invite sponsors to partner us in this journey. It is also important that all the major Stadia in the country (Accra and Kumasi) would be closed down for renovation works and only the Len Clay Sports Stadium would be available for both international and domestic matches come next season. This documents has the following contents:

Appendix I: The first twenty-five years. The history of the club and its achievements:

Appendix II: The next twenty-five years. The vision for the future:

Appendix III: Marketing & Sponsorship Opportunities. Offers for strategic partnership.

Appendix IV: Benefits for Sponsor re: Sponsorship Opportunities:


AshantiGold Sporting Club (ASCL) is based at Obuasi, a mining town of 100,000 inhabitants in the Ashanti Region of Ghana. Obuasi is 315 kilometers from Accra, the capital of Ghana, and forty minutes drive from Kumasi, the Regional (Ashanti) capital. The club is wholly owned by AngloGold Ashanti Company Limited (AGA) that runs the Obuasi goldmine, which is Ghana's biggest foreign exchange earner and is one of the world's largest producers of Gold. The Obuasi goldmine is one of several mines run by AGA throughout the world.

Club Directors

A Board of Directors comprising the following currently manages the Club:

Chief Patron: Dr. Sam Esson Jonah KBE, President AGA.

Chairman: Daniel Owiredu, Chief Operations Officer AGA West Africa

Deputy Chairman: Jojo Fosu

Ag. Chief Executive: Kudjoe Fianoo

Member: Akwasi Acheampong Owuahene

Member: Kwesi Crentsil, Chairman Workers Shaft

Member: Ernest Buanya-Mensah, National Chairman Supporters Union

Secretary: John Owusu


ASCL, popularly known as “The Miners”, was founded in 1978 as Goldfields Sporting Club of Obuasi and gained promotion to the Second Division League in the 1979-1980 season. ASCL became the first Division Two club to play in the finals of the FA Cup in the 1983-1984 season and gained promotion to the First Division in 1985.

During this period 1985 and 1990; The Miners won the 37 Military Cup, the Asanteman Cup and hosted the legendary Sir Bobby Charlton whose Football Foundation assisted the club to set up appropriate technical and administrative structures.

Full of ambition, ASCL built its own ultra-modern stadium at the cost of USD 1 million in 1991. The 20,000 capacity stadium stands as a monument to the late Leonard Clay, a Consultant Engineer, who was actively involved in its design and construction. The Len Clay Stadium possesses the best playing surface in Ghana and boasts a Grandstand of 3,000 seats, 6 spacious and air-conditioned Executive Boxes, 2 squash Courts with bar and a function room, a fully-equipped gymnasium, an electronic scoreboard and a very huge car park.

In 1993, AshantiGold won its first major trophy, the FA Cup and became the first club to win the inaugural professional league championship in 1994 (the first year of professional football in Ghana). AshantiGold also won the Sports Writers Association of Ghana (SWAG) Cup in 1994.

A Football Academy was built within the confines of the Len Clay Stadium in 1994 and named it after the late Sam Okyere, a former Chief Executive of the Club. The Sam Okyere Academy has a hall of residence, a common room and dining room and is the home of young footballers between the ages of 12 and 17 who have been recruited from various parts of the country. The Academy players enjoy free meals, free medical attention, full accident insurance cover, free academic education, technical skills and life skills training. The Academy seeks to create the ideal professional footballer replete with football skills, good manners and appropriate life skills.

The Miners enjoyed a purple patch of successes between 1994 and 1997. They retained the premier League Championship in 1995 and 1996; thus winning it 3 years in a row. In 1995, in addition to the championship, The Miners won: the first ever 5- aside competition, the Champion of Champions Cup, and the SWAG Cup. In 1995 and 1996, they participated in Africa Champions Cup (the forerunner of the Africa Champions League) but were eliminated at the quarterfinal stage in both years. However, in 1997, the Miners reached the final of the inaugural Champions League only to lose to Raja Casablanca of Morocco after two rounds of penalty shoot-outs.

On June 18, 1999, AshantiGold signed a joint venture agreement with AFC Ajax of Amsterdam whereby the club will be jointly owned by AFC Ajax (51%) and Ashanti Goldfields Company Limited (49%). The agreement necessitated a change of name to Ashanti Goldfields Sporting Club Limited. The joint venture agreement was abrogated by the two parties on December 31, 2002 and replaced by a technical partnership agreement thus enabling AFC Ajax to continue their relationship with AshantiGold.

In February 2001, an ultra-modern Football Academy was commissioned at the Ofori Stadium, Obuasi at a cost of USD 360,000. The Ofori Stadium, which is not far from the Len Clay Stadium and is the club's second stadium, boasts improved facilities for the education and training of potential professional footballers.

In April 2005, AshantiGold were runners-up to Kumasi Asante Kotoko in the Ghana Telecom Gala Competition held at the Ohene Djan Stadium, Accra when Shaibu Yakubu, an academy product, was adjudged the best player and the goal king of the tournament.

The Directors who have guided the meteoric rise of AshantiGold to fame include: Dr. Sam Jonah, Mr. Kofi Badu, Mr. Luigi Balduzzi Mr. Gus Kessie, Mr. J.A. Ackon, Mr. Tony Wood, Nana Adu Ampoti-Dwaa II, Mr. Kwasi Amoah, the late Mr. Kojo Nunoo, the late Mr. Amoah-Larbi and the late Mr. Sam Okyere.

Our beloved club has come a long way and has come of age. There are many who have contributed in many ways to its success as a force in Ghana football by breaking the domination of Hearts and Kotoko.

AshGold has also made tremendous contributions in the development of soccer in the country by way of feeding the national teams with players. These are some of the players:

• George Owu (goalie) - member of the senior national team, the Black Stars that has qualified for the World Cup • Daniel Asamoah (defender) – member of the U-21 squad, the Black Satellites • Frank Andoh (goalie) – member of the U-21 squad, the Black Satellites • Opoku Agyemang (striker) – member of the 2005 U-17 squad that featured in the World U-17 Championship held in Peru • Wakasu Mubarak (utility) – member of the 2005 U-17 squad • David Telfer (utility) – member of the 2005 U-17 squad • Emmanuel Adjetey (defender) – member of the 2005 U-17 squad • Emmnauel Osei Kuffour (striker) – runners-up, 2005 goal kingship with 13 goals • Shaibu Yakubu (striker) – emerged the best player and goal king in 2005 Ghana Telecom Gala Tournament Meanwhile Opoku Agyemang and Wakasu Mubarak are currently on trials with English Premiership side Tottenham Hotspurs.



But we must not rest on our laurels for to stand still is to retrogress. We must embark on another period of success that will build upon what has already been achieved. We must combine exceptional vision with resolute action in order to change our world and context significantly. I therefore invite all players, supporters, management, staff, well-wishers etc. to join me in building the new AshantiGold. This time round our success will be judged not only on our achievements on the field but also in exceptional business performance with a view to assuring long-term financial sustainability.



To be the most successful and commercially viable sporting (football) club in Ghana and one of the best in Africa. AshantiGold will be run professionally with emphasis on success in all areas of football club management.


To use sports (football) as a means to:

a. Provide entertainment and encourage participation of AGA workers in extra-curricular activities as part of stress management.

b. Provide young footballers with opportunities to fulfill their potential.

c. Provide young footballers with appropriate life skills to make a difference to their lives and those of their families and communities as dependable role models.

d. Assist with the development so sports in Ghana through the availability of appropriate infrastructure and assistance.


a. Play in Championship League annually; Win Africa Champions League more than once. b. Be profitable; be self-financing; Create more commercial opportunities. c. Develop and diversify portfolio of sponsorship to comprise cash and/or Gifts-in-Kind. d. Extend scouting/recruitment nationwide and across West Africa e. Enhance/develop appropriate infrastructure to support above objectives. The infrastructure should cover: technical (football facilities, coaching, intelligence gathering, scouting); commercial; strategic partnerships (locally and overseas); internet communications. f. Improve branding and merchandising to maximize revenues. g. Grow supporters membership significantly. h. Develop staff and create good working environment. i. Support the community; assist national sports development


INNER BILLBOARDS (Small: 8 feet by 2 feet) Placed at ground level around the pitch with company logo and/or message

OUTER BILLBOARDS (small: 8 feet by 2 feet)

BILLBOARDS (Large: 16 feet by 2 feet) Hoisted onto platform at vantage points around the Stadium Attached to railings of spectator stands

EXECUTIVE BOXES Can seat up to 20 persons and available for entertaining during match days. There are also inclusive of light refreshments during recess.

COMPANY LOGOS On jerseys, letterheads, billboards

ACADEMY Logo on academy jerseys, company flags on academy premises Hostel named after sponsor

SCOREBOARD Annual maintenance

COMPANY PRODUCTS FOR CLUB/STAFF To be given free or at a discount in return for brand promotion


BEST PLAYER AWARDS FOR EACH MATCH (30 MATCHES) Monetary award plus company products




Interested organizations should contact the Marketing Officer for all the necessary information on phone no: 233-(0)582-41795, 233-(0)244-838859 or email: [email protected], [email protected]



We are therefore offering our sponsors a share in our future success.

1. The Len Cay Stadium at Obuasi has a capacity of 20,000. For a period of 3 hours, at least, it is possible to hold their attention and create or enhance awareness of the sponsor company's products through:

o The public address (PA) system o Billboards o Distribution of advertising materials o Publicity for sponsorship of player awards

2. TV coverage of home matches – (live, delayed or footages)

3. Jersey branding

4. There is also the opportunity to be a strategic partner for the development of the Academy players. Sponsorship of the academy will enable the sponsor's logos to be used on academy jerseys and other equipment.

5. There is the potential for exposure across the continent through our Champions League campaign for our sponsors.

6. Sponsor's products would be advertised on the club website: