The Business Africa Consulting Group Limited (The BAC Group), a leading Ghanaian consulting firm with expertise across Sports Business, Marketing Communications, Media, and Production, has successfully inspired and brokered a long-term brand endorsement and partnership deal between Ghanaian international footballer Abdul Fatawu Issahaku and beverage giants Twellium Industrial Company Limited, manufacturers of Rush Energy Drink.
The agreement appoints the Leicester City winger as the official brand ambassador for Rush Energy Drink, marking one of the most significant local endorsement partnerships secured by a Ghanaian footballer brokered by BAC Group.
Unveiling the partnership held at the arrival hall of the Kotoka International Airport, Priscilla Awumey, Business Development Manager of Twellium Industrial Company Limited, detailed the strategic reasoning behind selecting the 22-year-old forward.
We chose to go with him because he is young; he is youth. Rush Energy Drink is about energy, and when you talk about energy, you talk about the youth,” Ms. Awumey explained.
She further emphasized that Fatawu’s personal journey from modest beginnings to international acclaim embodies the brand’s aspirational values.
We thought of going with somebody who is a good brand ambassador for the youth. Fatawu started from scratch, and he has worked his way through. Now he is up there; he is playing for Leicester City. A lot of youth look up to him, so attaching him to the brand is a boost to us and a boost to him.”
In his first official remarks following the unveiling, Abdul Fatawu Issahaku expressed enthusiasm for the collaboration and disclosed a long-standing personal affinity for the product.
Rush Energy is an amazing brand, and I am so happy to have this partnership with them, and I can’t wait for us to take the brand to the world,” the winger told the press. He added, “I have been seeing this brand since I was young, and it was something I always drink. When I started playing football, it was famous. I feel it’s a good drink you can use to boost your energy and help improve performance.”
The BAC Group, which orchestrated the agreement, continues to solidify its reputation as a pivotal bridge between top-tier athletes and major corporate brands across the African sports and marketing terrain.
Abdul Fatawu Issahaku has formally confirmed his participation in the 2026 All Star Festival, declaring himself “locked in” for the highly anticipated football event. The winger expressed strong excitement about reuniting with fellow players for what is expected to be an exciting edition of the annual celebration of African football talent.
Representatives of The BAC Group, the consulting and advisory firm behind the festival visited Issahaku at King Power Stadium, in March 2026. The visit formed part of a structured engagement tour through which the BAC Group have been personally securing commitments from prominent European-based Ghanaian and African players ahead of the event.
The 2026 All Star Festival is scheduled for July, after 2026 FIFA World Cup.
The BAC Group, led by Chief Executive Officer Dr. Ernest Koranteng, has undertaken an extensive series of visits to European clubs as part of its player engagement strategy for the 2026 edition. This proactive approach reflects the organisation’s commitment to assembling a festival roster worthy of the event’s growing stature and ensuring fans experience the very best of African football talent.
Established as a multidisciplinary consulting firm, The BAC Group focuses on helping individuals, organisations develop and optimise their strategic assets. Its portfolio spans advisory, management, organisational, and media services, with the All Star Festival standing as one of its flagship platforms for promoting African sporting culture on the global stage.