Tue 28 Jun 2022
FOOTBALL CULTURE ACROSS AFRICA
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Black Arrow x Chipper Cash
Overview
When Chipper Cash — Africa’s leading financial technology platform — wanted to celebrate football as the beating heart of African communities, they partnered with us, Black Arrow, the global voice at the intersection of football and Black culture. Together, we launched Football Culture Across Africa, a continent-wide storytelling and social campaign that put a spotlight on the everyday heroes, untold stories, and vibrant communities that live and breathe the beautiful game.
Our mission was simple: show how football is more than a sport — it’s a language, a passion, and a unifier that connects millions across Africa, from Accra to Lagos from Johannesburg to Nairobi.
The Concept
Rather than focus on big-name stars or polished highlight reels, we went where football really lives: on dusty pitches, crowded side streets, schoolyards, and community parks. We used first-hand stories, photography, and video to capture the spirit of local games, iconic street tournaments, and the culture that surrounds them — music, dance, fashion, slang, and celebration.
Through this work, we amplified the people who keep African football alive every single day — kids dreaming big, local coaches, street legends, community fans, and artists shaping the soundtrack of match days.
How We Brought It to Life
On-the-Ground Storytelling:We worked with local photographers and filmmakers to shoot real football communities in Nigeria, Ghana, Kenya, South Africa, and more — from street football to improvised neighbourhood pitches.
Profiles of Local Heroes:We told raw, human stories of grassroots coaches, community leaders, young players, and local fans — showing how football inspires hope, creates opportunities, and keeps communities connected.
Digital Platform & Content Hub:Together with Chipper, we created a digital home for these stories — an interactive hub where fans could discover new voices, share their own experiences, and celebrate African football’s rich culture.
Social Rollout:The campaign was activated across Instagram, Twitter, and YouTube — with snackable clips, behind-the-scenes moments, interviews, and hero videos designed to spread organically across fan networks.
Community Give-Back:The project supported local football initiatives and youth development — demonstrating Chipper’s commitment to investing directly in the communities whose stories we told.
The Impact
Football Culture Across Africa reached thousands of fans across the continent and the diaspora — driving engagement through powerful storytelling that felt local, authentic, and culturally honest.
For Chipper Cash, this wasn’t just a marketing campaign — it positioned them as a brand that respects and uplifts the culture that binds Africa’s young generation. For Black Arrow, it was another proof point that we know how to tell football stories in a way that’s real, creative, and unapologetically Black.
Key Outcomes
- Engaged thousands of fans with shareable, authentic content.
- Built cultural credibility for Chipper Cash as a community-first brand.
- Celebrated African football through the lens of local people, not just big leagues.
- Strengthened Chipper’s connection to its core audience of young, mobile-first Africans.
- Created lasting value by investing in football communities and youth talent.
Through this project, we showed what’s possible when a brand partners with a trusted cultural storyteller — creating work that moves people, sparks conversation, and honors the game where it really lives.
