PROJECT REPORT 2025
PROJECT OVERVIEW
he Urban Sports Festival (USF), implemented in Accra, ana, was funded by the French Embassy in Ghana. It med to address the challenges African athletes, rticularly in Ghana, face in accessing resources, training ilities, and standardized competitions. With a focus on ser-known urban sports like 3x3 basketball, skating, d breaking, the festival sought to diversify athlete ruitment, promote inclusivity, and provide youth with tools to reach the next level of competition.
e festival was strategically designed to offer Ghanaian uth athletes an opportunity to elevate their skills and mpete on an international stage, thereby contributing to development of the sports infrastructure in Ghana.
s report covers the maiden edition of the Urban Sports tival, supported by the French Embassy in Ghana.
GOALS OF THE PROJECT
Short-Term Goal:
To offer Ghanaian youth athletes an opportunity to enhancetheirskillsandgainaccessto training and competition in 3x3 basketball, Breaking, and other urbansports.
Long-Term Goal:
To develop a sustainable platform for urban sportsinGhana,contributingtothegrowthofdiverse athletic disciplines, promoting inclusivity, and providing the youth with greater access to opportunitiesinsports.
TARGET AUDIENCE
The primary target group for the Urban Sports Festival was youth aged 18 to 25, with a goal of ensuring 50% femaleparticipation.Thefocuswasonengagingyoung peoplewhohavethepotentialtodeveloptheirskillsand become representatives of their country in global competitions.
EVENT EXECUTION AND SETUP
The festival was launched at the Ghud Park in Accra, a private property operated and owned by the management of Accra Mall. The setting was designedtoreflect the urban style of the event, with scaffolds used for seating, benches, DIY skate ramps, and an open floor setup for the Breaking dance. This urban aesthetic createdalivelyatmosphereforboththeathletesandattendees.
A vendor section was set up with a focus on working with startups, ensuring the inclusionoflocalbusinesses.Theintentionistoincreasevendorparticipationby5% eachyeartosupportthegrowthofthefestivalandcommunitybusinesses.
PROJECT RESULTS AND PARTICIPATION
The first edition of the Urban Sports Festival was a significantsuccess,attracting823attendees,including providedauniquemixofsports,culture,andentertainment, show-casing the diversity of urban athletic disciplines and engagingtheyouthinvariousactivities. notablenumberof maleand childrenunder18.Thefestival femaleparticipants,witha 51.5%
MARKETING AND PROMOTION
increase in page followers (organically) within three months (Nov-Jan)
views with: from ads from reels from posts from stories
Theproject’spromotion wasconductedovera shorttimeframebut yieldedpositiveresults:
Threemediareleaseswerepublishedbeforetheeventandfour releasepost-event
Socialmediacampaignswereactivelypromoted. PromotionalmaterialsweredisplayedinandaroundtheAccra Mallentrances.
Posterswerehand-deliveredacrossthestreetsofAccraand universitycampuses.
As the first event of its kind in Ghana, the festival was highly anticipated, and the marketing efforts so far contributed to its success in attracting attendees and participants.
FEEDBACK AND EVALUATION
Background Information
The project team conducted on-site feedback collection and analyzed the data gathered. A thorough developmental evaluation and SWOT analysis were also carried out to assess the event’s effectiveness and areas for improvement.
The survey gathered responses from a diverse demography categorized by age, gender, and occupation. The goal of this was to gain a clear understandingofwhoourtargetaudienceisand how we can engage them better in subsequent festivals. To do this, we sampled 150 out of 823 urbansportsfestivalattendees,respondents.Our data show that the majority (74.1%) of respondents are between the ages of 21 and 40. About21%wereundertheageof20yearswith
4.7% were above 40. The survey sample consists of 45.6% female respondents and 54.1% male respondents, indicating a relatively balanced representation. One of our aims was to increase femalerepresentation,whichweachieved.
Additionally, about 37.7% of the sample were students,followedbyindividuals(28.2%)whohad gainedemploymentsinseveralsectorsincluding artsandsports.
We assessed the event highlights that festival attendees preferredorenjoyedmostinour study. The reports show that more than half of the festival attendees e.g., 56.5% enjoyed 3x3 basketball, compared to 24.7% and 18.8% who preferred breakdancing and skating, respectively.
Preferred Urban Sport to See in the Future
Preferred Side Activities
Urban Dance Battle was the most preferred urban sport to see in the future, with 29.4% of respondents anticipating its inclusioninthenextfestival.
Football Freestyle was also popular (24.7%) among the respondents, followed by BMX freestyle (16.4%). Other activities like Climbing (4.7%) and Parkour (2.4%) were also highlighted.
Our study shows that respondents enjoyed BMX freestyle (19.6%), the playground area (17.4%), and bow and arrow (15.2%) as side activities. Other choices included performances (14.2%), table tennis (12%), snooker (8.7%), and live graffiti (8.7%), while batik workshop ) w
Quality and Variety of Food Vendors
Respondents rated the food vendors favourably overall, with 43.5% considering them "Good," 20% rating them "Very Good," and11.8%ratingthem"Excellent."
However, 21.2% remained neutral, and 3.5% rated them as "Poor." The majority of our festival attendees (67.1%) found vendor pricing to be reasonable.
Enjoyment of Music Overall Satisfaction
with USF Atmosphere Lighting and Visuals Recommendation Source
A significant 92.9% of respondents enjoyed the music at the event, with only 7.1% e dissatisfaction.
The general atmosphere was highly appreciated with the Lighting and visuals were well received with 54.1% rating them and 44.7% as hile 1.2% remained
Word of mouth played a crucial roleinattractingattendees,with 58.8%ofrespondentscitingitas their primary source of information, followed closely by socialmedia(41.2%).
Conclusion
The survey results indicate a predominantly young and active audience, with most attendees falling between the ages of 21 to 40.Theeventattractedanear-equalrepresentationofmaleand female participants, with students making up the largest occupationalgroup.
Among the main urban sports festival activities, 3x3 basketball emergedasthemostpopular,withstronginterestinurbandance battlesandfootballfreestyleforfutureevents.Sideactivitiessuch as BMX freestyle and playground setups were among the top choices, highlighting the importance of using the venue for future eventstoattractmorefamilieswithyoungchildren.
Food vendors received generally positive feedback, with pricing considered reasonable by many attendees. The event atmosphere, music, and lighting were highly appreciated. Word of mouth proved to be the most effective means of attracting attendees, highlighting the importance of community-driven promotioninadditiontosocialmedia.
Overall, the survey findings suggest a well-received event with roomforimprovementinvendorofferings,activities,orlogistics.
360 PROJECT EVAL
. (SWOTandD.EApproach)
STRENGTHS
SmoothCommunication:Effectivecoordination amongeventteams,volunteers,and participantsensuredseamlessoperations.
SafeSpaceforKids:Thefestivalwasfamilyfriendly,makingitaccessibleandattractiveto parentsandchildren.
EasyIdentificationofCrewandVolunteers:The presenceofclearlyidentifiedstaffand volunteershelpedstreamlineoperations.
GoodSecurityManagement:Astrongsecurity presenceenhancedthesenseofsafety, encouraginghigherparticipation.
DistinctiveSportsZones:Eachsporthaditsown atmosphere,enhancingtheoverallexperience.
Spacious,Clean,Well-OrganizedVenue:The festivalwasheldataspaciousandwellmaintainedvenue,ensuringsmootheventflow.
StrongSocialMediaAudience:Thefestival benefitedfromasolidonlinepresence,which contributedtoitssuccess.
OPPORTUNITIES
EquipmentRentals:Rentingsporting equipmentsuchashoopscouldgenerate additionalrevenue.
UrbanSportConsultingFirm:Establishinga firmtoprovideexpertiseinorganizingurban sportsevents.
VendorMarketplace:Creatingadedicated spaceforvendorstoshowcaseandselltheir products.
Networking&InvestmentOpportunities:The festivalprovidedanavenuetoattractinvestors andstrategicpartners.
USFasaPremierSportsFestival:With continuousdevelopment,USFcouldbecomethe topurbansportseventinGhana.
CollaborationwithMoreTeams&Networks: Expandingthelistofcollaboratorstoincrease credibilityandgrowth.
LiveStreaming:Broadcastingtheeventcould expanditsreachandincreaseglobal engagement.
360 PROJECT EVAL .
IMPROVEMENTS NEEDED
(SWOTandD.EApproach)
VendorArrangement:Amorestructuredlayout forvendorplacementscouldimprovetheflow andincreasesales.
TimeManagement:Streamliningtheevent schedulewouldimproveefficiency.
MoreAffordableLocalFoodVendors:Offering diverseandaffordablefoodoptionswouldcater toabroaderaudience.
Pre-EventWorkshopsforPlayers:Preparing athletesbeforethegameswouldincreasetheir readinessandperformance.
EnhancedMarketingandStageManagement: Furtherdevelopmentofmarketingstrategies andeventexecutiontoimproveengagement.
ImprovedLightingandCommunication: Ensuringbetterlightingandenhanced communicationbetweenorganizerswould increasetheevent’sprofessionalappeal.
THREATS
VendorDissatisfaction:Somevendorsmay notreturniftheirsalesperformanceislow. DifficultStakeholders:Managingchallenging stakeholderscoulddelayeventplanning.
EventImitationbyCompetitors:Thereisa riskthatotherorganizationsmayreplicatethe festivalmodel.
DataCollectionGaps:Incompletedataonthe audienceandparticipantscanhinderthe strategicgrowthoffutureevents.
Conclusion and Recommendations
The first edition of the Urban Sports Festival was an immense success, providing a platform for youth athletes to showcase their skills in urban sports and contribute to the growth of sports culture in Ghana. The event’s strengths, particularly its communication, security, and engaging atmosphere, were well-received by attendeesandparticipants.
While the festival demonstrated significant potential, several improvements could be made to enhancetheexperienceforfutureeditions.These include better vendor arrangements, more efficient time management, and expanding marketing efforts to attract a wider audience. Moreover, there are promising opportunities to further position the festival as a premier urban sports event in Ghana, with the potential to expanditsreachregionallyandinternationally.
Future editions should leverage the lessons learnedfromthisfirsteventtorefinethefestival's operations, expand its scope, and solidify its position as a key platform for urban sports in Africa. With continued investment and strategic partnerships, the Urban Sports Festival has the potentialtoevolveintoaflagshipeventforyouth empowermentthroughsports.
URBAN SPORTS FESTIVAL 2-YEAR STRATEGIC PLAN
(2025–2027)
We aim to position the Urban Sports Festival as Ghana’s leading urban sports hub, attracting national and international athletes, investors, and stakeholders while fostering talent development and global representation.
To provide a structured and high-impact platform for urban sports, by leveraging innovation, strategic partnerships, and enhanced marketing to create a sustainable and globally recognized sports festival.
Year 2: Foundation & Strengthening Core Elements (2025–2026)
1. Enhancing Event Quality and Competition Standards
HostFIBA-Approved3x3 BasketballTournaments:
EnsurecompliancewithFIBA’s 3x3standardstoattract professionalathletesand qualifyteamsforinternational competitions.
Pre-EventTrainingand Development:
Organizepre-festivalworkshops totrainathletesin3x3 basketball,breaking,andother urbansports.
ImproveInfrastructureand Logistics:Enhancethefestival layout,seating,andlightingto createaworld-classevent atmosphere.
2. Strengthening Brand Identity and Visibility
TrademarkUSF: Secureintellectualproperty rightsforthefestivalname, logo,andconcepttoprotect againstimitation.
3. Revenue Generation and Financial Sustainability
DevelopanEquipmentRental Business:
Introducerentalservicesfor sportsequipment(basketballs, skateboards,BMXbikes)to generateincome.
4. Community and Stakeholder Engagement
RegularStakeholderBriefings: Conductbi-monthlymeetings withsponsors,vendors,and athletestoensurealignment andaddressconcerns.
EngageSocialMedia InfluencersandAthletes:
Increaseengagementby partneringwithtopGhanaian andAfricanathletestopromote thefestival.
ExpandAudienceData
Collection: Implementdigitalticketingand registrationtocapture audiencedemographicsfor targetedmarketing.
VendorExpansionand MarketplaceDevelopment:
Growthevendormarketplace by5%annually,prioritizinglocal foodvendorsandsportsrelatedstartups.
EarlySponsorshipRecruitment:
Securesponsorshipsatleast6 monthsbeforethefestival throughstructuredcorporate engagement.
VolunteerRecruitmentand CapacityBuilding:
Expandthevolunteerbaseand providetrainingforbetterevent execution.
IncreaseVisibilityinMalls, Universities,Signposts, Influencers,Billboards: Deploypromotionalteamsfor targetedoutreachinmalls, universities,andkeypublic spaces.
YEAR 3: EXPANSION & INTERNATIONAL RECOGNITION (2026–2027)
1. Positioning USF as Ghana’s Urban Sports Hub
SecureInternational AccreditationandRecognition: Partnerwithinternationalurban sportsorganizationstoalign withglobalcompetition standards.
DevelopanUrbanSports ConsultingFirm: Establishanadvisoryarm offeringconsultingserviceson organizingurbansportsevents inGhanaandWestAfrica.
LaunchaNational3x3 BasketballLeague: Organizequarterlycompetitions leadinguptoUSF,attracting top-tierplayersandscouts.
2. Driving Investment and Commercial Viability
LiveStreamingandMedia Partnerships:
Securemediapartnershipswith majorsportsbroadcasters(e.g., JoySports,ESPNAfrica,SuperSport)toincreaseviewership.
CorporateSponsorship Packages: Offertieredsponsorship packageswithnamingrightsfor sportszones,VIPsections,and merchandisebranding.
TicketingandExclusivePasses: Introducetieredtickets (General,VIP,ExclusivePass)to boostrevenue.
3. Expanding Event Scope and Audience Engagement
IncreaseInternationalAthlete Participation: InviteAfricanandEuropean athletestocompetein exhibitionmatches.
4. Monitoring and Evaluation
ImplementDigitalSurveysand FeedbackMechanisms: Usemobilesurveysandsocial mediapollstocollectattendee feedback.
HostMoreDiverseUrbanSports Events: Expandcompetitioncategories toincludeparkour,freestyle football,andBMXstunts.
CulturalIntegrationand ArtisticElements: Enhancegraffitiexhibitions, musicbattles,andmerchandise collaborations.
AnnualPerformanceReview andSWOTAnalysis: Conductadetailedannual evaluationtoassessprogress, challenges,andopportunities. Developa5-YearGrowth Roadmap:
BasedonYear2’sperformance, outlinealong-termexpansionplan.
KEY OUTCOMES AFTER TWO YEARS
USFisrecognizedasGhana’spremierurbansportsfestivalregionally.
Ghanaianathletessecureinternationalcompetitionspotsin3x3basketballand breaking.
Thefestivalattractsinvestorsandcorporatesponsorships,securingfinancial sustainability.
USFistrademarkedandhasestablishedaconsultingarmforurbansports development.
Astructuredpathwayforurbansportstalentiscreated,fromlocaltrainingtoglobal competitions.
This strategy ensures that the Urban Sports Festival evolves into a premier sports and cultural event, fostering talent and attracting global attention.
IMPLEMENTATION PLAN FOR NEXT EDITION
Pre-Plan
Phase
Agreements,Promo& Marketing/Qualifers Q1. Q3. Q2. Q4. January 24th 2026
Promo& Marketing/ Qualifers
Procurement, Promo& Marketing/ Qualifers
VendorsandService
