Ghana’s capital city makes NFL's biggest campaign debut
Ghana’s capital city, Accra, has fast become one of the most popular tourist destinations on the African continent and a hub for reconnecting with its people in the Diaspora, particularly during the festive seasons.
The city was the centre stage of the National Football League’s ‘Born to Play’ campaign teaser, with a record viewership of over 123.7 million in the United States alone.
The teaser provides a sneak peek into the life of a young Ghanaian schoolboy named Kwesi, whose passion for the NFL transcends his current living conditions.
The teaser unfolds with Kwesi staying up late in his bedroom, adorned with posters and cut-out figures of NFL pro players. Notably, Saquon Barkley, the New York Giant running back, comes alive from the wall to engage in a chat with young Kwesi. Semafor reports that the campaign took an adventurous turn with a game-like running sequence featuring two other pro players navigating through the bustling Makola market in Accra. Justin Jefferson of the Minnesota Vikings and Cameron Jordan of the New Orleans Saints also feature prominently in the ad.
The NFL's strategic move to showcase Accra in its campaign aligns with its broader mission of expanding the league's appeal on a global scale. An estimated 125 players of African descent currently play in the NFL, and the "Born to Play" campaign underscores the league's commitment to building pathways for more international athletes to join its ranks.
The NFL held its first official African events in Ghana in 2022, featuring camps and flag football. This initiative continued last year with a similar event in Kenya under the umbrella of the "NFL Africa" program, signalling a long-term, multi-market commitment to the continent.
