The sponsorship, done fairly through the opening of bids, availed the Gambian-owned business the opportunity as first-time winner as the official partner with a total bid of D20,250,000 and a cash prize of D7,000,000. In the same vein, QCell donated D100,000 to the Scorpions Fan Club.
As the nation unites to sting again in our quest to win the 2024 AFCON in Ivory Coast, the NCC urges Gambians and people residing in The Gambia to double their support to QCell after what is described as a huge contribution to NCC for the financing of the country’s journey to the second AFCON appearance.
Speaking at the event held at the QCell building alongside Kairaba Avenue, Bakery Badgie, Minister of Youth and Sports thanked Muhammed Jah, CEO of QGroup, and his staff for their readiness and support. He said the latest deal was not the first time Jah had supported the NCC, the Ministry and the Gambia Football Federation (GFF) though it was the first time they had won the bid to partner with them for AFCON.
“He has demonstrated readiness and support for the AFCON and Gambian football,” Minister Badgie elaborated: “What is special about the bidding is not necessarily the winning as the GSM partner; instead it is the relationship we have been able to gain. Jah has demonstrated not only his interest in working with us, and supporting us to get the marketing rise but he has also shown that we are all Gambians and that the journey to AFCON must not just be about business but who we are as a people.”
He assured QCell that his Ministry, the GFF and the NCC are extending arms to work with QCell beyond AFCON. He emphasised that some of them in the sports sector understand the challenges they encounter when it comes to financing. He said they have always looked forward to the opportunity of working with companies in the private sector to provide financial support and build a relationship where sport will no longer be seen as a leisure but a commercial venture that has the opportunity to change the lives of young people and communities and create investments in the economic development of the country.
Muhammad Jah, CEO of QGroup,said that since they started, the QGroup has been sponsoring a lot of events in the country, adding that the QGroup foundation has signed a MoU with the Ministry of Youth and Sports where they do a lot of interventions in sport and youth development.
Being the main GSM AFCON sponsor opens bigger doors for them as a Gambian company, he re-echoed, saying they were delighted to accompany the National Team financially and morally.
“I believe that we would come home as the tournament champion because the whole country is behind the Scorpions,” Mr Jah says optimistically. ”I take the opportunity to thank the NCC for their great job and for selecting us as the GSM partner for this year’s AFCON. Football brings together families, friends, colleagues and a nation.”
When he established the QCity Academy, he recalled, his goal was to see The Gambia in the World Cup tournament.
CEO Jah thanked Kaba and his team for the efforts of taking the Gambian football to a higher height, citing that there used to be issues between the GFF and the Ministry before Kaba and Minister Badgie took over, but all that is now water under the bridge, replaced by a smooth working environment. He continued that the private sector is aware that the government can’t do everything, thus warranting the need to chip in something where necessary to ensure success.
“I used to say that football is not the business of the public sector but the private sector,” he said. “I believe football is the highest-paid job in the world and is no more a street game but a serious matter. I am happy to note that since we established the QCity Academy, several academics started taking football seriously and even having their football pitches.”
He rationalized the sponsorship determinants, saying: “The sponsorship was done fairly because bids were open and we won the bid as the GSM operator. Our total bid came to D20,250,000 with a cash prize of D7,000,000. I told the NCC that this is just a starting because we don’t see ourselves as another party but as part of the NCC. I thank everyone for their support and encouragement because this is what we believe as the Sunubuss concept.”
Jah believes in The Gambia and Gambians and thus appreciates their support, prayers and encouragements. He noted that the D2 and D5 the people have been using to buy credits and other services keep the company going. He called on everyone to support each other as Gambians and for the endeavours that would take the country to the higher heights.
Lamin Kaba Bajo, President of GFF, said he was excited about the package partnership targeting more than D20,000,000.What excites them more, he said elatedly, is the thrilling moment this has created. He said they are hopeful that the relationship between the private sector and the sport body remains bright.
“We know the competition between private operators and I think QGroup setting base is very hopeful in our preparations for 2025 and 2027 AFCON appearance and the 2026 World Cup. I am very optimistic that we will not miss any of the upcoming competitions.”
The amount of revenue the country is generating from sport isn’t a meagre sum, he stated, saying that only two players didn’t sign an outside contract out of the Under 20 squad of 21 that represented The Gambia at the World Cup in Argentina in May and June 2023.
Kaba reiterated that football and other sports activities are the fastest way of making millions, adding that football has changed the lives and livelihoods of many Gambian families. 
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