Hasta La Creative!

The insight informing the creative approach was grounded in West African fans’ special relationship with the league’s clubs.

“The key difference between a West African fan’s relationship with the club he or she supports and that of a fan in the UK is ‘choice’. In the UK, you don’t choose your club, you are born into it. For this reason, if someone disrespects your football club, they disrespect your place of birth, your home, your family. As a result, there’s an aggressive, territorial undertone to football banter and discussions.

“By contrast, in West Africa, they choose who they support, and are drawn to a club by its popularity and performance. Banter is, therefore, friendly and sporting – a passion point. What’s more, banter, in the West African EPL context, brings people together. Never aggressive, it is a way of good-naturedly sharing your knowledge of the game, and building anticipation for the coming weekend’s battles on the pitch.