Sport is big business in South Africa, with the so-called “Big Three” -- football, rugby, and cricket -- being industries by themselves, and generating millions of rands in turnover annually, according to Adam Wakefield of MEDIA UPDATE. Through leagues and tournaments such as the Absa Premiership, Vodacom Super Rugby, and the Ram Slam T20 Challenge, the “Big Three” take "pride of place in the lives of millions of South Africans." Compared to other industries, "sport presents a unique proposition to advertisers, marketers and sponsors." Brand Inc. Creative Group Managing Dir Chris Heaton said, "People already have emotional connections with sport’s teams. A brand that plays in the sport space capitalizes on these already existing emotional connections to market their products and/or services. The trick here is to make sure that the brand markets itself in a way that is completely relevant to the people in this space." While sport provides an opportunity for brands to market themselves to consumers, sports themselves "benefit from the exposure sponsorships and marketing provides to the wider public." SA Cricket magazine Managing Editor Tom Sizeland said that "without sponsorship, domestic cricket would go unnoticed, especially when it comes to the shorter formats of the game." He said, "Advertising and exposure is needed in order to put bums on seats, but the funds have to come from somewhere in order to ensure everyone knows about the tournaments, and through sponsorships, they get the necessary funding." Sponsorship Agency Playmakers CEO Richard Dunn said, "Like the rest of the economy, things are changing in the sponsorship industry as brands start consolidating their sponsorship portfolios." Even though sponsorships can "deliver fantastic commercial returns" for brands, Dunn believes corporates would be under more pressure in South Africa to apply a "social compass" in the way they spend their marketing budgets (
MEDIA UPDATE, 11/19).
