Malta Guinness has officially brought the curtain down on its four-year tenure as headline sponsor of the Ghana Women’s Premier League, ending a partnership with the Ghana Football Association widely regarded as one of the most impactful commercial investments in the history of women’s football in the country.
The sponsorship, which commenced ahead of the 2022/23 season, injected approximately GH¢10 million into the women’s game and provided a significant boost to the development of the league.
Over the years, the partnership helped raise the profile of women’s football, improved operational standards among clubs, and attracted greater public attention to the competition.
The conclusion of the sponsorship marks the end of a transformative chapter for the Ghana Football Association (GFA) and the clubs that participated in the top-flight women’s competition.
The collaboration not only offered financial support but also contributed to increasing the league’s visibility through strategic marketing and promotional campaigns.
As the league prepares for a new era, football stakeholders have been reflecting on the gains made during Malta Guinness’ association with the competition, with many crediting the brand for helping elevate the status of women’s football across Ghana.
Transforming the Women’s Game
When Malta Guinness signed its landmark sponsorship agreement with the GFA in August 2022, it became the first multinational company to make such a substantial commitment to Ghana’s women’s football league in several years.
The original three-year agreement, valued at GH¢10 million, was later extended, allowing the company to remain headline sponsor for four consecutive seasons.
The investment directly benefited clubs through logistical support, improved matchday organization, branding opportunities, and enhanced media coverage.
These interventions contributed to making the league more competitive while creating a better environment for players to showcase their talents.
Beyond the financial package, Malta Guinness also leveraged its widely recognized “Can-Do” campaign to promote inclusivity, empowerment, and positive representation of women in sports.
The initiative resonated strongly with players, fans, and stakeholders, helping to position the Women’s Premier League as a growing force within the Ghanaian football landscape.
The increased visibility generated during the sponsorship period also provided a platform for several players and clubs to gain national recognition and attract attention beyond Ghana’s borders.
GFA Pays Tribute as New Sponsorship Looms
Reacting to the conclusion of the partnership, GFA General Secretary Prosper Harrison Addo, Esq., expressed profound gratitude to Malta Guinness for its contribution to the growth of the women’s game.
“On behalf of the Association, the Women’s Premier League clubs and all the stakeholders, I wish to sincerely thank Malta Guinness for their tremendous support and partnership over the past four years, which ends this June.”
Prosper Harrison Addo, Esq.
The General Secretary noted that the partnership had played a vital role in strengthening the league and improving its overall competitiveness over the past four years. “Since coming on board as headline sponsors, Malta Guinness has contributed immensely to the growth of the women’s game through financial support, branding, visibility, and various promotional activities that enhanced the league’s development,” he added.
The GFA further acknowledged that the sponsorship had helped create opportunities for clubs and players to gain greater exposure both locally and internationally, while contributing to the growing popularity of women’s football in Ghana.
Despite the end of the headline sponsorship arrangement, Addo hinted that the relationship between the two parties may not be entirely over. “Our relationship with Malta Guinness has been so successful that both parties are of the view that the giant beverage company will still play some form of significant role in Ghana football during the season,” he stated.
With the partnership now concluded, attention shifts to the future. The Ghana Football Association is expected to unveil a new sponsorship package for the Women’s Premier League ahead of the 2026/27 season as it seeks to build on the momentum generated during the Malta Guinness era.
While a new sponsor will eventually take center stage, Malta Guinness leaves behind a lasting legacy, having played a crucial role in advancing women’s football and helping shape a more competitive and visible Women’s Premier League.
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