Rush Energy - The Prophet Rejected In His Homeland?

It has taken me nearly a week to wade into the ongoing commentary on Rush Energy Drink’s sponsorship of reigning champions of the English premier League (EPL), Leicester City.

A commercial of the energy drink was displayed on the electronic pitch panels within the inner perimeter of the defending champions’ King Power Stadium, in their second game of the 2016/17 EPL season, at home to Arsenal.

Many Ghanaians, indeed all, have been left impressed by the company’s giant and historic stride. Ghanaian football lovers’ awe at that feat, led to images of the electronic ad going viral on social media.

What is being overlooked by many – those I refer to, as dabbling in low-brow sports analysis – is that, despite the likely mammoth figure(s) the sponsorship might have attracted, this rather ‘unusual’ marketing move by a Ghanaian company, apparently achieved its primary rationale of reaching its target audience.

 

Not only has the ad reached its target audience, it has also succeeded in getting the majority to ‘talk’ about the company and its flagship product.

DIVIDED OPINIONS

While some Ghanaians have commended “Rush” for putting Ghana on the map, others have been of the view that, they should have sponsored Ghana Premier League(GPL) instead. Yet, one would want to ask, to what end?

Marketing Manager of Rush Energy Drink, Ali Ajami, has however debunked rumors that his company craved to put Ghana at the top.

According to him, EPL presents huge mileage, besides, the Ghana Football Association (GFA) has not written any formal letter to them, seeking sponsorship for the Ghana Premier League (GPL).

IRRITABLE

Here is where “I just can’t think far”. Those who are of the opinion that Twellium Ghana Limited – producers of Rush Energy Drink – should be crucified for investing in a foreign league whilst the Ghana Premier League remains sponsorless are desperately trying to incur my wrath!

For a company to go into any sponsorship agreement, the institution is essentially looking at increasing its competitive edge, gaining more brand visibility, etc., through association with a brand of prestige and high credibility.

Rush is an energy drink which needs promotion to sell. It is in direct competition with Red Bull energy drink, Blue Jeans energy drink, Rox energy drink, to mention few.

And the EPL, undoubtedly one of the hottest – if not the hottest – football leagues presently, is about energy. If by sponsoring one of its clubs, the company can reach its target market, while gaining immense competitive edge over its rival companies – and the means is available – WHY NOT? I ask.

GHANAIANS AND EPL

Ghanaians, unsurprisingly, have an insatiable appetite for the EPL and the evidence is overwhelming. Emergence of sports pubs, local television stations’ activations around the EPL, financial institutions’ brand activations also around the EPL, boom in sale of EPL teams’ replica jerseys domestically, are all testimonies of its(EPL’s) popularity in Ghana.

REASONING

Does it therefore, not make economic sense, for an institution to make the kind of investment Rush has, knowing the mileage it (the institution) desires is guaranteed? Frankly, Rush management deserves commendation for their foresight.

Again, in addition to pushing its brand, Rush subtly made a case for Ghana as a brand too. First-time visitors to its website, would be pleasantly surprised that a sponsor of the reigning EPL champions, Leicester City, is based in Ghana.

The GPL like all human institutions, has its own challenges – poor officiating, poor image rights, poor league structure in terms of the fixtures and the intense match-fixing allegations which become ripe during the latter part of the season should be enough reasons for critics to stay off Rush Energy’s back.

LESSONS LEARNT

The English FA chose to make their product [EPL] attractive and it (FA) is reaping the benefits.

Almost every major brand, irrespective of the industry it represents, wants to be associated with the EPL.

Further, from the official statement issued by Rush Energy, in the wake of the commentary, they were under-estimated in the pursuit of sponsorship for the GPL.

Again, it is obvious that, if we, as Ghanaians, made the GPL attractive, it does not matter the part of the world we are in, good deals from highly credible institutions would be offered.

Rush Energy - The Prophet Rejected In His Homeland?