Communication Management In Sports Media: A Case Study Of Kpando Hearts Of Lions And Hohoe United Football Club

Abstract

Effective communication has become a critical management function for modern football clubs, particularly in contexts where fan engagement, reputation, and commercial sustainability are increasingly shaped by digital media. This study examined communication management practices of Kpando Hearts of Lions and Hohoe United Football Club, two regional clubs competing in the Ghana Premier League, with emphasis on communication channels, content quality, crisis responsiveness, and fan-oriented improvement strategies. A mixed-methods approach was adopted. Quantitative data were collected through structured questionnaires administered to 61 supporters of the two clubs, while qualitative data were obtained from open-ended survey responses and semi-structured interviews with club communication officers. Descriptive statistics and thematic analysis were used to analyse the data. The findings indicate that digital platforms, particularly Facebook, serve as the primary communication channels for supporters, although traditional and community-based platforms remain relevant. Supporters placed strong emphasis on clear, timely, and engaging content, especially match-related and player-focused information, while expressing concerns about limited transparency on sensitive issues. Differences were observed between the two clubs in terms of communication structure, responsiveness, and supporter expectations. While cultural and linguistic proximity enhanced engagement, limited formal crisis communication structures posed potential long-term risks. The study concludes that communication effectiveness in regional football clubs depends on balancing digital professionalism with cultural relevance and resource realities. It recommends context-sensitive communication strategies that strengthen content quality, responsiveness, and fan participation to enhance supporter trust and club reputation.