Samson Siasia Appointed West Africa Sports Ambassador

For Samson Siasia, football has never been just about goals, tactics, or touchlines but about people, opportunity, and what sport can unlock for young minds. That belief is now set to shape a wider landscape following his appointment as West Africa Sports Ambassador for Region Two of the African Union Sports Council (AUSC).

The role places the former Super Eagles striker and coach at the heart of sports development efforts across 15 West African countries. Beyond symbolism, the position carries practical responsibility - representation, advocacy, and coordination of regional programmes aimed at strengthening sports as a vehicle for youth empowerment and social progress.

The African Union Sports Council announced the appointment in Abuja, describing it as a strategic decision rooted in Siasia’s long-standing visibility and credibility in African football. According to the council’s leadership, his journey from elite international competitions to grassroots academy work offers a rare blend of influence and hands-on experience.

Rather than operating behind the scenes, Siasia is expected to serve as the public voice of AUSC activities in the region. His mandate includes engagement with political leaders, sports administrators, and development partners, as well as active involvement in major regional events such as the West Africa Games scheduled to hold in The Gambia later this year.

A distinctive element of the assignment is its social focus as Siasia will lead charity-driven initiatives designed to respond to youth-related challenges across different countries, with resources raised channelled directly into local communities. The approach, according to AUSC officials, is to ensure sports development remains closely tied to social impact.

For Siasia, the appointment represents more than a title, it signals a renewed sense of purpose after years outside mainstream sports administration. He views the role as a demanding responsibility that calls for commitment, structure, and collaboration.

“This is a challenge that pushes me to do more,” he said, noting that the scale of the assignment requires collective effort rather than individual ambition. He also revealed plans to work with a wider team and support the introduction of additional ambassadors to improve coordination across the region.

The council has also named Segun Makun as Consultant for West Africa, bringing in expertise from sports business, technology, and international exposure. Makun believes the combination of his background and Siasia’s influence provides a solid foundation for repositioning West Africa as a leading force in continental sports development.

As the region prepares for its next phase of sporting growth, Siasia’s return marks a shift from personal accolades to regional legacy, one that seeks to use sport not just as competition, but as a catalyst for unity, opportunity, and long-term development across West Africa.