Sports sponsorship is no longer just about a logo on a jersey. ⚽️ That's certainly the case. the conviction of Africa Global Logistics. The international group, a logistics specialist and leading player on the African continent, and official partner of the Africa Cup of Nations, has chosen to play the game on the field of impact. 🙌
What if sports sponsorship became a driver of social transformation? That's what we went to ask Khadija Komara, Director of Communications and SponsorshipAfrica Global Logistics and member of Club We Are COM🚀 Let's explorea sponsorship strategy combining logistics, on-the-ground activation and social initiatives.
Hello Khadija, as a sponsor of the Africa Cup of Nations, how would you define brand sponsorship?
Brand sponsorship is an incredible strategic lever, capable of embodying a brand, while positively impacting society. It creates an experience and tells a story, which showcase and demonstrate the usefulness of a brand.
So no, contrary to popular belief, sponsorship isn't simply about plastering a logo everywhere to boost visibility. 🙂
Sponsorship is not just about putting a logo everywhere!
At We Are COM, we are curious and would like to know how the communications department of a company like yours is organized?
Africa Global Logistics is more than 23 000 employees,divided into 50 countries including 47 in Africa, for 80 communicatorsAlso, to ensure the consistency of our communications, our Communications Department is structured into different divisions, designed according to our different target audiences.
- La external communication manages media and institutional communication.
- La internal communication gives meaning, by aligning and engaging all the group's employees around the Group's strategy.
- The pole digital and brand content manages our online presence and all digital content production.
- Finally, our person in charge of sponsorship carries our societal commitments, particularly around education.
However, I believe it's important to look beyond this direction by involving each of our 80 communications professionals in developing our communication strategies. Therefore, our shared vision is reflected locally according to the specific sensitivities of each market.
What are the challenges for the communications team at Africa Global Logistics?
As a large-scale transformation player, our challenges, as well as our target audiences, are multifaceted. We need to both support our B2B business and strengthen our group's reputation, while sustainably instilling our strategy internally.
Finally, We are communicating to remind as many people as possible – customers, media and employees – that we are at the heart of Africa's transformation.
Speaking of which, you were a partner of the Africa Cup of Nations, can you tell us more about this collaboration?
Our conviction? Like the Africa Cup of Nations, Africa Global Logistics contributes to the economic and social development of countries; we are putting the African continent in motion! In other words, this partnership, legitimized by a common mission, reaffirms our ambitions and our desire to "play on the same field".
By becoming the official logistics partner of the Confederation of African Football, AGL has committed to equipping the tournament with technical equipment, including transporting balls and installing VAR devices – those referee assistance tools well known to football fans.
In addition to this very operational aspect, it was essential for us to we engage with local communitiesby going to meet young people and supporters directly on the ground in Morocco.
This partnership, legitimized by a shared mission, reaffirms our ambitions and our desire to "play on the same field".
To make sponsorship a tool for building closer relationships, we deployed a mobile unit. Our AGL Moving Tour caravan made a stop in 4 major Moroccan cities, transforming our sports partnership into a concrete commitment, by equipping our event entertainment with a whole sponsorship component: social actions in disadvantaged neighborhoods, restoration of sports infrastructure for young people, raising awareness of logistics professions to support education and facilitate access to employment…
I would say that proximity is built when a brand makes a genuine and lasting commitment to a territory., when it carries out authentic actions on the ground.
And then, how do we sustain an activation over time, to gain lasting visibility?
Perhaps that's it the biggest challenge All our actions were carried out in partnership with the local association Tibu Africa. Our ambition is that the children we met during the AGL Moving Tour remain in contact with AGL Morocco and continue to collaborate with them.
In parallel, the visibility our initiative enjoyed in Morocco led to a wave of requests from other countries on the continent. The concept of the traveling caravan will therefore be pursued elsewhere in Africa., to provide support for education and employment, even without a sports tournament.
In your opinion, what will be the major developments in brand communication and sponsorship in the coming years?
On the ground, the impact will be the major challenge in the years to come. Brands are, and will be even more so, expected to deliver real contributions. I would say that storytelling will also evolve. Simply telling a story will no longer be enough; brands will have to prove their contributions.
Finally AI and its uses will impact the world of sponsorship and communication in general.We also used artificial intelligence for our "Moving Africa Forward" advertising campaign to highlight the similarities between the missions of Africa Global Logistics and the Africa Cup of Nations.
Before leaving, would you have any final advice for We Are COM readers?
If We Are COM readers are like me, passionate about communication, I would tell them to stay curious! Curiosity is essential in our professions.It is by taking a deep interest in people and societies that the communicator is able to deliver the most accurate and appropriate message.
I would add that it is necessary to to train and to always continue trainingOur professions are constantly evolving; it's exciting, but it requires a lot of perseverance.
3 things to know about Khadija Komara
His mantra? This quote from René Char has always been with her: “Seize your chance, hold on to your happiness, and embrace your risk. They’ll get used to you.” For Khadija, audacity is essential. You have to dare and disregard the opinions of others to move forward.
His favorite COM campaign? It's difficult to decide when you're passionate. Khadija particularly appreciates Nike's campaigns, which always promote courage and pushing your limits.
His passions and commitments? Fascinated by everything related to human psychology, Khadija loves books (all kinds of training) on soft skills, personal development, and different personality types. A few years ago, she even launched her own podcast, "Human & Com," on the subject.
In parallel, Khadija is involved in numerous initiatives. The latest? Dignité Internationale, a charity close to her heart, which works to improve the living conditions of vulnerable populations in Africa and Asia, notably by facilitating access to drinking water.
Images: Freepik
