Feenam Industry, producers of Peeva beverages and Peeva Dairies, has officially signed a partnership agreement with Ghana Athletics ahead of the 24th African Seniors Athletics Championships. The event is scheduled for May 12 to 17, 2026 at the University of Ghana Sports Stadium in Accra.
The signing ceremony took place on Wednesday, April 22, 2026, at the Feenam Industry premises.
Under the deal, Peeva Natural Water, beverages and dairies will serve as the exclusive supplier of water, beverages and dairy products for athletes, officials and spectators throughout the six-day championship.
Feenam Industry’s package includes: 10,000 packs of Peeva Natural Mineral Water, 1,000 packs of beverages, 500 packs of energy drinks 200 packs of Veeva yogurt, GHS 200,000.00 in cash, Full Team Ghana kit, including tracksuits, running vests and T-shirts for athletes and officials.
According to Feenam Industries Board Chairman Frank Adjei Mensah, the partnership was driven by the shared principles of the brand and the sport.
“Peeva stands for quality, Peeva stands for discipline, and I think athletes, that’s what they are also noted for. So, we decided to partner,” Mensah said. “Beyond this partnership, we also want to be the official beverage and water sponsor for Ghana Athletics going forward.”
He pointed to football’s dominance of corporate sponsorship in Ghana and called for more support for athletics. “I believe that the majority of corporate organizations’ interests are always in football, as we all like football. But if we push a little bit into athletics, there’s enough that they can also give Ghana. That’s where Peeva has come in to stand.”
The company plans to invest from the grassroots up. “We will give a lot into athletics, from the primary to the secondary school, to the universities. We are going to revive all these athletics going forward, and I believe that in a year or two, we’ll start having champions in the 100 meters, 200 meters or the 4×100.”
Mensah added that his personal ties to the sport influenced the decision. A former student of St. Augustine’s College in Cape Coast, he said athletics was “a big deal for us” in school.
“They reached out that they need support. Government is doing their best but it’s not enough,” he said. “Peeva is an emerging brand. If we associate ourselves with athletics, which Ghanaians like a lot, we can project the product to a level that ordinarily on our own we may not be able to reach. I believe that in a year or two Peeva will be the number one beverage anywhere through the athletics we want to support.”
With the championships set to air live on DSTV, Mensah said brand visibility is the main goal.
“Success is seeing every Ghanaian knowing Peeva natural mineral water, Peeva beverages, the dairies. We don’t sell the product only in Ghana. We are in six West African countries: Côte d’Ivoire, Mali, Senegal, Burkina Faso, Togo and Niger,” he explained. “Once DSTV is going to air it live, I believe that people who have not even seen the product before will see it and try to purchase it. We are not too bothered about sales we make there, but as many people getting to know the product is enough for us for the start.”
Ghana Athletics president Bawah Fuseini described the agreement as unprecedented.
“It’s a big thing for us. I can’t remember any time at all that Ghana Athletics has had such a unique opportunity to partner with corporate Ghana to organize an event like the African Championships,” Fuseini said.
He confirmed the partnership will extend beyond the event. “It is not only for the African Championship. After the African Championship, we will also sign another three or four years with them to be the official beverage for Ghana Athletics.”
Fuseini said the support comes at a critical time, with most sponsors focused on the Black Stars and the World Cup. “I’m so excited and much relieved to have people coming as a sponsor. It’s a huge thing for Ghana Athletics.”
He emphasized the financial impact of the kit component. “They are kitting Team Ghana for free. Tracksuits, running vests, and all the T-shirts they need to compete. Otherwise, we are going to buy tracksuits or buy running vests for Team Ghana. This has saved Ghana Athletics a lot of money and a lot of resources.”
“We will make sure that they remain the exclusive mineral water during the African Championships. We are looking forward to a very fruitful relationship with Peeva.”
The 24th African Seniors Athletics Championships will bring Africa’s top track and field athletes to Accra in May 2026, with Peeva as the official and exclusive hydration and dairy partner.
