My little worry with the Elite Cup

GFA Communications Director, Ibrahim Sannie Daara.

When the Elite Cup was introduced, I commended the Ghana Football Association (GFA) not merely for the introduction but for the objective with which the competition was added to the FA’s calendar. It was to keep clubs active, they said; as a result of the long delay to the start of the Premier League following the legal battle between King Faisal and the FA.

The Elite Cup was important. Even though not many matches were played especially by the Premier League clubs before the King Faisal-GFA legal tussle that stalled the commencement of the league ended. Lower division clubs started playing the preliminary round matches until the number of participating clubs were whittled down to 16 a couple of weeks back.

Two division one clubs eventually reached the group stage. Sixteen (16) teams were recently grouped into four with each group having four clubs. The clubs are to play on home and away basis with the point-system being the same as that of the Premier League.

A cursory look at the groupings reveal that, the geographical location of the clubs were very much considered otherwise no type of random selection or balloting could place for example, three Brong Ahafo Regional clubs and in fact, All Stars into one group. These clubs are all in the northern zone of the country.

I am not faulting whatever wisdom that went into the grouping of the clubs. I am rather applauding it, since the geographical zone will help reduce travel cost. If the sole reason for introducing the Elite Cup was to keep the clubs more active than they have been over seasons, I think the GFA and its Elite Cup committee is having the purpose being served.

If it was to simply keep the clubs busy because the Premier League wasn’t in session, that objective has been defeated or in fact, it has to be revised. The Premier League has been in session since January. We have completed the first round – patiently awaiting the start of the second round. These are very little thoughts I have on the Elite Cup but my major worry with the competition so far has got to do with the general outlook if not its image.

Has it been branded well? It is true that, the FA has financial constraints but I’m of the view that, not everything is done with big money. Certain things take little money, deep thinking, commitment, dedication and smartness to execute. That is what the FA hasn’t done when it comes to properly branding or publicizing the Elite Cup. Despite the FA’s financial difficulties, it’s hard to understand why for example, they don’t have a competition logo for the Elite Cup.

How much does the designing of a competition logo cost, which the GFA can’t afford? If Kotoko Express as a club newspaper committed to the development of domestic football decides to publicize the Elite Cup, what image or logo will it use as a print media house?

Will Kotoko Express have to design its own logo using Kotoko players? What if Hearts News – the official mouthpiece of Accra Hearts of Oak also decides to have a design which predictably will be different from that of Kotoko Express? There will be an identity crisis if not confusion.

It is not for nothing that, for CAF or FIFA competitions, logos are designed for media or promotional use. I’m aware that, the FA has been chasing sponsorship for the Elite Cup. Perhaps when they secure one, there will be a graphical image or a logo for the Elite Cup.

Should we wait till then? The FA already has a logo. It has its corporate colours. It should be easy for them to design a logo for the Elite Cup using its corporate colours. That could help publicity and branding of the competition especially by print media houses.

This issue of Elite Cup competition logo might be negligible but it’s extremely vital for me as a print media person seeking to publicize the competition either in my newspaper, website or social media. I urge the FA and the Elite Cup committee to reflect on this very simple issue. If domestic football will develop, it requires little efforts by us all but the FA must lead the path.