Kenny Annan-Jonathan: Branding & Marketing in the new age of sports

Change Africa Podcast

In this week’s episode, we speak to Kenny Annan-Jonathan, founder of The Mailroom, who’s on a mission to empower sports personalities to own, hone, and harness their authentic voices. The Mailroom represents sports personalities such as Wilfried Zaha, Michail Antonio, Joshua Buatsi, Danielle Carter, Yan Valery, and Ojie Edoburun among others. Kenny is also the founder of fashion brand, Playdot Apparel, and Production company, Trnsmission.

Kenny’s path towards starting the Mailroom, a sports branding and marketing agency, originates from his first stint with the fashion industry. He shares with us the societal influences which inspired the creation of his initial fashion brand, Playdot Apparel, and how a serendipitous interaction with business partner Wilfred Zaha led to the establishment of a sports marketing agency.

Kenny shares intimately about the inspiring life of his mother and her migration from the shores of Ghana to the city of London. He describes her as the giant on whose shoulders he stands to further create opportunities for future generations. He outlines several pathways for Africans living in the diaspora to give back to the African community and further highlights the mandate to look out for the next generation by building upon foundations laid by past African giants.

Show Notes:

01:25 - Origin story, Journey toward starting the mailroom

05:32 - What Sports marketing has been over the years

07:24 - Managing sports brands vs. managing music brands.

09:23 - The evolution of the new sportsman, sports marketing, and branding

11:39 - Influence for starting his fashion brand, playdot.

15:48 - Finding everyday inspiration as a creative

22:41 - Capitalising on niches in sports and fashion marketing

25:39 - Sports personalities represented by the Mailroom

28:41 - Re-investing into communities through sports

32:38 - Building the sports community in Ghana

36:35 - The Diasporan homecoming and opportunities for giving back

42:10 - Navigating the founding journey

45:47 - The future of the Mailroom, Transmission Media Productions

50:32 - Standing on the shoulders of giants to create pathways for the next generation

Links and Resources:

• Find Kenny Annan - Jonathan on LinkedIn
• This podcast is produced by Nexa Media

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