Opportunities for inclusive sport in Senegal

Regional clubs lack the means to structure themselves and compete with those in the capital. This limits their competitiveness and reduces their local impact.

A flight of sporting talents:
Faced with a lack of support, young talents from the regions are migrating to Dakar to find better opportunities, reinforcing the centralization of sport.

Growing discontent:
Regional supporters perceive this favoritism as an injustice, sometimes associating Coca-Cola and IBS with an elitist image.

Why revise this strategy?
Strengthen the brand image:
Balanced and inclusive support would strengthen the reputation of Coca-Cola and IBS as actors committed to the equitable development of sport in Senegal.

Promote national unity:
By investing in regional clubs, Coca-Cola and IBS would contribute to better representation of all the talents in the country, stimulating a more balanced competition.

Stimulate local engagement:
Increased support for regional initiatives could increase brand loyalty among local communities.

Recommendations for fairer sponsorship:
Establish a regional fund:
Create a dedicated program to finance clubs outside Dakar, based on objective criteria.

Organize inclusive competitions:
Sponsoring tournaments open to all regions would make it possible to discover and promote new talents.

Promote community projects:
Support local initiatives like cleaning campaigns or educational workshops to strengthen social impact.