GFA Marketing Director Jamil Maraby outlines World Cup branding lessons after FIFA workshop

Jamil Maraby, Marketing Director of the Ghana Football Association, has outlined key lessons from a recent FIFA workshop in the United States as Ghana steps up preparations for the 2026 World Cup.

Speaking on the GFA Podcast, Maraby said the session focused on marketing regulations and how qualified teams must operate within FIFA guidelines, especially regarding official sponsors.

“As you enter the competition, FIFA likes to brief all the participating member associations on regulations and rules on marketing, especially for ambush,” he said.

“They have sponsors like McDonald’s, Visa, Coca-Cola, so we have to be careful not to trespass on the rights of those partners.”

He explained that the workshop clarified what teams can and cannot do in terms of branding, sponsorship and partnerships during the tournament.

“They give us education on the do’s and don’ts of branding and marketing so that we don’t infringe on the rights of FIFA partners,” he added.

“It also allows us to know what to do for our personal or local partners, what we can give them during the World Cup and what we cannot give them.”

Beyond sponsorship, Maraby said branding also covers the team’s image and overall presentation, including how players experience camp and how the country is represented on arrival.

“Branding is not only for sponsors or partners, but also for the players. When they come into camp, how do they feel?” he said.

“At this stage, a lot of countries push patriotism. We don’t just go to the World Cup, everything is planned.”

He pointed to Ghana’s appearance at the last World Cup in Qatar, where the team drew attention by arriving in traditional smock, as an example of how identity can be projected on the global stage.

“How do we arrive into the country? Is it a private charter plane or public? How do we dress? The idea behind branding is a whole science,” he said.

Ghana will be making their fifth World Cup appearance and have been drawn in Group L alongside Panama, Croatia and England.

Maraby added that the aim is for Ghana to stand out not only on the pitch but also in how the team is presented during the tournament.

“We want to be the most talked about.”