Analysis of African athletes give-back behaviours as cultural identity or popularity

This study explores how male Ghanaian migrant players utilise Give-back behaviours to demonstrate their connectedness and sense of belonging to their communities. The literature provides theoretical insights for understanding player behaviour from the perspectives of personal values, objectives, conceptions, or economic interests, all of which can define a person’s cultural identity. Players’ actions may either determine a return on investment to their families, relatives and the community or strengthen the relationship with their local communities. Qualitative interviews with 20 former and current professional Ghanaian players contribute to explaining how their economic and non-economic investments in their communities are influenced by cultural identity. Findings reveal that Ghanaian players’ give-back behaviours are not only based on social norms and cultural values but also cement their cultural affiliation in the communities. The study can provide valuable information for African governments to congeal the African diaspora’s shared identity and history via socioeconomic investments to promote local and national development.