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African Sports Convention embarks on an exciting marketing journey

by Lesley Ngwa
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  • Yaoundé will host the first African Sports Convention from 04 to 07 April 2024
  • The event is an international meeting place for public policy on sport and sport-related industries
  • 32 countries will compete in E-sport tournaments

Marketing agency 6Sport Marketing Advertising has announced the organisation of the African Sports Convention. Aware of the key role played by sport on the African continent, African Sports Convention aims to be a key diplomatic tool, as well as a vehicle for economic and social development. The international event dedicated to public policy in the field of sport and sport-related industries is a platform for sharing and communicating public policy to the general public, and an educational and teaching tool for players in the sports ecosystem.

Yannick Ndengue, the project’s promoter, said that the large-scale sporting event, to be held in April, would provide solutions to a number of problems plaguing sport in Africa. These include the problem of managing sports infrastructures after the organization of major sporting events such as the African Cup of Nations (CAN), the All-Africa Games, the Games of La Francophonie, and many others. The exhibition will feature a conference, master classes, practical workshops, exhibitions and a competition in the field of sports intelligence (E-sport).

The organisation of such an initiative comes at a time when sport and major sporting events in Africa have become essential levers in the promotion of territories or brands, and in the construction of narratives capable of capturing the attention of a wider sample of targets, in terms of media mobilisation and impact on public opinion. It is with this in mind that Yaoundé has been chosen as the host city to provide a truly multi-sectoral platform for the sports industry.

To this end, the event will provide professionals with an opportunity to promote their know-how, meet potential clients and partners, and discuss the future of the sector. Around a hundred renowned international experts will be in Yaoundé to discuss the major issues in local and international sports. As for the general public, they will have the opportunity to discover the latest trends and try out new disciplines through some fifty fun, spectacular and participative events. The aim is to popularise sport through competitions, tournaments, shows and demonstrations. It will also be an opportunity for 32 nations to compete in E-sport.
In a context where sport occupies an important place in African culture on a global scale, such action aimed at building a professional and prosperous sporting environment ensures a choice positioning in the African collective consciousness and a significant image credit.

The African Sports Convention aims to promote the development and international influence of African sports in general, and Cameroonian sports in particular, by positioning the institution’s expertise or support and by activating political levers, enabling Africa “Land of Sport” to reposition itself as a credible alternative in the field of Sports Intelligence, in a particular geopolitical context.

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