From a fan’s perspective, the 2018 Fifa World Cup in Russia stands out for its organisation and inclusivity. I don’t remember a match that failed to fill up the stadium or any significant glitches in the tournament organisation.
However, I cannot say the same for the Africa Cup of Nations (Afcon) tournaments I have attended in the past. At the risk of denoting the stereotype that Africans subconsciously look down on one another, Afcon’s struggles with organisation have a lot to do with global economic disparities.
I have noted that the most conspicuous criticism of the ongoing Afcon in Ivory Coast is that teams are playing in empty stadiums. That’s a fact, and it is not limited to Ivory Coast but to all the previous tournament hosts. In fact, it could have been worse if the Ivoirians had been eliminated at the group phase.
The question, therefore, is: why does Afcon struggle to attract fans to stadiums while tournaments like the World Cup or the Euros find success?
To me, it is mostly an economic variation. It starts with the purchasing power of the fans, then their level of passion and the stakes involved. Make no mistake that Afcon is hugely followed across continents, and fans often gather around televisions and in bars to watch the drama unfold.
But apart from the games involving the host nation, the tournament itself is mostly played in near-empty stadiums. Perhaps it’s high time Caf picked up a leaf from Fifa and had the tickets sold in advance through federations.
Granted, this is not fraud-proof, as Fufa president Moses Magogo previously took advantage to resell the tickets and enrich himself, but it is more fluid and time-saving.
Meanwhile, I have noted that the cheapest ticket at the ongoing Afcon is $8 [roughly Shs 30,000] and rises up to $24 [90,000] for VIP. On the surface, this looks cheap, but how many Ugandans will, for example, part with their hard-earned cash to watch, say, Burkina Faso vs Gambia at Afcon 2027? On the other hand, this is pocket change for football fans in developed countries.
Nonetheless, Afcon’s low stadium attendance is beyond ticketing, but poor organisation, especially when it comes to handling fans. How can it be that you can traverse the whole of Europe freely, yet there are visa and flight connection restrictions to reach most African states?
At Afcon, it also takes several archaic security steps for a fan to access the stadium. Matters are not helped by the continuous sight of gun-wielding security operatives at Afcon tournaments, which in itself is a put-off to many fans, especially those not used to being herded into order.
Granted, much as security is more important than having fans in the stadiums, ordinary fans, especially those from Europe, cannot stand the hassle. On a lighter note, truth be told, Afcon passion cannot compare with the love for European club football. The players and fans know this, and, in most cases, even the African stars plying their trade in Europe’s highly-paying leagues return to the continent as ‘foreigners on holiday.’
Their commitment level, especially in 50/50 situations, is cautionary, lest they get injured. The Afcon’s passion can best be put to the test by how fans celebrate their team’s success.
For instance, I remember very well that in 2019, when the Cranes won their first Afcon match in more than 40 years, there were hardly any notable celebrations in Kampala. The key takeaways from all this are that Fufa and its Pamoja counterparts should plan ahead to have a successful 2027 Afcon in Kampala.
By now, the federation should already have a roadmap to attract at least one million visiting fans to the country. That includes relaxing visa restrictions, fronting Uganda Airlines, Kenya Airways, and Tanzania Airways as continental carriers, on top of showcasing the country’s best tourist attractions.
We could even amplify the magical rolex the same way the Russians promoted lamb steam neck and vodka in 2018. Even a carnival like Nyege Nyege can be structured as a sideline to the tournament. Those are small steps that can help hype up our nation.
The author is SC Villa president emeritus
inarticle} inarticle}