Mscsports

BEYOND THE PITCH: THE ROLE OF FOOTBALL DEVELOPMENT IN LONG-TERM SUCCESS

Sabatini Ngxekana — Mon, 02 Feb 2026 05:16:28 +0000

BEYOND THE PITCH: THE ROLE OF FOOTBALL DEVELOPMENT IN LONG-TERM SUCCESS

Buhle Langbooi

Sport has a unique ability to move culture, shape behaviour and open doors. In South Africa, football is one of the clearest lenses through which that power can be seen. Which is why, for me, football development isn’t just a sporting conversation. It’s about whether the environments around young players are strong enough to carry them through their careers and beyond them.

AFCON has just wrapped up, and the conversation is already turning to the World Cup in June. From a marketing and sponsorship perspective, this is usually when things get loud. Performances are dissected, squads are debated, and brands look for moments that deliver reach and relevance. That part of the cycle is familiar. What’s less visible but far more important is everything that happened long before AFCON kicked off.

South Africa’s current Bafana Bafana squad has an average age of around 25. That youthfulness didn’t appear overnight. It’s the result of years of opportunity, exposure and belief, built through development platforms that gave young players a reason to stay in the game and a pathway to imagine something bigger.

South Africa has never lacked football talent. We’ve lacked the systems to carry it.

I know this personally. Growing up in Uitenhage, in KwaNobuhle, I saw how much potential exists and how little opportunity is sometimes available to realise it. Talent alone is never enough. Without the right structures, guidance, and support, ability can fade, and dreams can stall long before a player even reaches their prime. That’s why development, for me, is about more than just performance on the pitch it’s about giving young people the tools, environments, and belief they need to build something that lasts, both in their careers and in life beyond football.

Working in youth football programmes like the Engen U18 Boys and U20 Women’s structures, I’ve seen how development works when it’s done right. It’s not just about minutes on the pitch. It’s about access to proper equipment, mentorship and early exposure to professional standards. It’s about teaching young players how to handle pressure, opportunity, finances and identity often before anyone else has.

Many of these players are now representing Bafana Bafana and Banyana Banyana. That progression matters. Not because it looks good in a report, but because it proves that when pathways exist, talent has somewhere to go.

A system that only focuses on performance and not the person, will always fall short. From a brand perspective, this is where real value is built. Tournaments come and go. Visibility peaks and drops. But when a brand is present at the foundation level when it helps build the system rather than only celebrating the outcome it earns something far more powerful than reach. It earns trust.

Trust lives with families, communities, and future fans long after a campaign ends. Development doesn’t stop at performance. If we’re serious about impact, we need to think about what happens off the pitch: providing equipment, safe training environments, education about finances, and support that prepares players for life beyond football. A pathway that only works while a player is winning isn’t a pathway it’s a fleeting moment.

As South Africa heads toward the World Cup, the conversation shouldn’t just be about who’s ready now. It should be about whether we are building a football ecosystem that prepares players for the full journey, career, post-career, and life beyond the game.

For me, impact isn’t a KPI. It’s the reason I do this work. Because I know what it means when someone invests early, when someone builds structure where there was none before. The most meaningful legacy in football isn’t a moment of glory it’s what’s left behind once the tournament lights are switched off.

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BUILDING CHAMPIONS: THE NEW PLAYBOOK FOR ADAPTIVE, HIGH-PERFORMANCE LEADERSHIP

Sabatini Ngxekana — Mon, 08 Dec 2025 08:41:50 +0000

BUILDING CHAMPIONS: THE NEW PLAYBOOK FOR ADAPTIVE, HIGH-PERFORMANCE LEADERSHIP

Justin Stern

The era of the generic leader is fading, replaced by a powerful new paradigm borrowed directly from the world of elite sports, hyper-personalized development. Just as a star batsman and a star bowler require completely different training regimens to hone their distinct skills, today’s top talent expects a leadership development strategy tailored to their unique capabilities and career trajectory. Companies are now moving beyond one-size-fits-all modules, investing instead in personalised leadership, targeted mentorship, and bespoke growth plans. This shift does more than just sharpen individual skills; it sends a powerful message to the workforce that the organisation is invested in their unique potential. The result is not only a more capable leader but a profoundly more motivated and loyal employee, who sees a direct link between their personal growth and the company’s success.

In the arena of modern professional sports, every action is meticulously quantified. The distance covered by a footballer in a game, the number of interceptions by a defender, the unforced errors on a tennis court, or the success rate in one-on-one duels, each metric is tracked, recorded, and analyzed. This wealth of data provides an objective foundation to diagnose strengths, pinpoint weaknesses, and most importantly craft strategies for peak performance.

This paradigm has shifted the role of intuition. A few decades ago, coaches and managers relied predominantly on gut feel and observational experience. Today, while instinct remains valuable, it is informed and validated by hard data. This evidence-based approach is now the cornerstone of high-stakes decision making, both on the field and in the corporate world. Businesses now mirror this model, leveraging their own performance analytics from sales conversions and customer engagement to operational efficiency in order to guide strategic choices, moving leadership from a realm of guesswork to one of precise, data-driven insight.

The original pioneers were often just the brave, or desperate willing to try anything. My favourite definition of a pioneer is the first person who ate an egg. You have to imagine someone looking at a chicken and saying to his mate “Hey John, whatever comes out of that chickens butt next, I’m eating” That was a gamble. Today, we don’t need to operate on that kind of blind faith. The leaders of our time aren’t defined by a lack of information, but rather by their ability to use it effectively.

Data is our new compass, allowing us to explore new markets and create new products not as a gamble, but as a calculated and strategic decision.

Building resilient teams is perhaps where the sports analogy shines brightest. Every championship team faces setbacks, injuries, and moments of doubt. What distinguishes them is their ability to bounce back, adapt, and maintain focus on the end picture/goal when under pressure. I love what John Maxwell says, “it doesn’t matter how many times you spill the milk, as long as you don’t lose the cow”. Leaders are now actively cultivating this resilience within their organisations. This involves creating a culture where failure is seen as a learning opportunity, promoting psychological safety, and equipping teams with the mental fortitude to navigate uncertainty and change. Techniques like mindfulness, stress management, and even simulated crisis scenarios are being integrated to build stronger, more adaptable teams

In sports, a collection of talented individuals doesn’t automatically equate to a winning team, they need to gel, trust each other, and commit to a common goal. Leaders are increasingly focusing on creating genuine connections, promoting collaboration, and ensuring every team member understands their role in the bigger picture. We see this time and time again in football where a team gets a new manager with a new culture and ideas and the team performs way below what they did previously. Its the leader who creates the culture and the environment for the team to grow. Just look at Man Utd since Alex Ferguson left…enough said.

A cohesive team, united by a shared vision, is forged through open communication and the celebration of collective achievements. This creates an environment where every contributor shares in the success. The leader acts as the essential glue in this dynamic, embodying the truth of Michael Jordan’s adage: “Talent wins games, but teamwork and intelligence win championships.”

In both sports and business, we see a clear divide between leaders who are merely successful and those who are truly significant.

The successful leader often prioritizes personal advancement, a common approach with a limited legacy. The significant leader, however, is defined by a commitment to adding value to others first. They live by the principle: “If you help enough people get what they want, you will ultimately get what you want.”

A key differentiator is their understanding of team versus culture. A successful leader might build a High-Performance Team, a group of talented individuals who deliver results. But behind the scenes, this can mask internal competition, poor communication, and chronic stress. It’s a facade that could collapse at any moment and its often chaos dressed up in performance.

The significant leader, in contrast, focuses first on building a High-Performance Culture. They know that a healthy ecosystem of collaboration and trust is what makes excellence sustainable. Such leaders are rare, and their influence is magnetic. They prove a fundamental truth that people are inspired not by titles, but by vision, integrity, energy, and courage.

The playbook for leadership has been rewritten, not in a corporate boardroom, but on the world’s playing fields. The future belongs to the leader who listens more than they speak, who builds cultures of trust rather than just teams of talent, who empowers their teams from within, like music, true leadership is an intangible force it’s felt, not just heard. The question is are you leading for success, or leading for significance? The arena is set. The choice is yours.

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IS TV SPONSORSHIP IN SPORTS STILL WORTH IT NOW THAT SOCIAL MEDIA ADS ARE SO EFFECTIVE?

Sabatini Ngxekana — Tue, 11 Nov 2025 13:46:18 +0000

IS TV SPONSORSHIP IN SPORTS STILL WORTH IT NOW THAT SOCIAL MEDIA ADS ARE SO EFFECTIVE?

Karl Mokom

With more and more people spending time on platforms like TikTok, Instagram, and YouTube, it’s a fair question: Is it still worth it for brands to spend millions on sponsoring sports events on traditional TV?

Social media ads are cheaper, faster, more targeted, and easy to track. You can reach the exact audience you want, test different messages, and get instant results. In fact, global spending on social media advertising reached $270 billion in 2024 and it’s still growing.

So, is TV sponsorship still a good move? The answer depends on what the brand is really trying to achieve.

What do brands really want?

Not all advertising is about making an immediate sale, some brands aim to be liked, trusted, and remembered. They want to build brand love, that strong emotional connection people have with a brand and sometimes brand perception by shaping how people see and feel about them, which a quick social ad can’t always achieve.

Yes, social media is great for building awareness, especially for newer brands, but once awareness is in place, the goal often shifts to something deeper like becoming part of a culture, being seen as trustworthy, or aligning with certain values.

That’s where sports sponsorship on TV still offers something unique.

Even in the age of streaming and short-form content, live sports remain one of the most- watched TV formats in the world. People don’t just watch games, they gather, cheer, shout, and feel and these moments create a kind of energy that brings fans together.

For example:

The 2024 Super Bowl drew over 123 million viewers in the U.S. alone.
The 2023 FIFA Women’s World Cup had more than 2 billion global viewers, with over 400 million watching through traditional broadcast.
In South Africa, The Premier league draws in an average of over 1.1 billion ad impressions per season

TV sponsorship during moments like these allows a brand to step into a shared emotional experience and when done well, it’s not just about being seen but about being part of something that people care about deeply. And that kind of emotional link is powerful.

In fact, research from Nielsen shows that TV sports sponsorship boosts brand recall by up to 47% compared to digital ads alone.

Sponsorship isn’t just about putting a logo on screen, it’s about how the brand is presented and involved in the sport. The most effective campaigns go beyond visibility; they use storytelling, tone, and timing to create something memorable. Whether it’s a slogan repeated during key moments, a consistent presence throughout a tournament, or a theme that fans can engage with, creative integration is what makes sponsorship stick in people’s minds. Without that, even a big TV presence can feel flat or forgettable.

There’s no doubt that social media offers value. You can speak directly to a targeted audience, often at a lower cost. According to Hootsuite’s 2024 Digital Report, the average cost per 1,000 impressions on Facebook is about $12, while a similar TV placement could cost three times more.

But social media ads are easy to skip and just as easy to forget. Given the fast-scrolling environments, depth of impact often loses out to speed. If a brand wants to be trusted or associated with strong, lasting emotions, a quick ad between videos might not be enough.

The most successful strategies today don’t treat TV and social media as opposites; they use them together. TV delivers the big cultural moment, while social media allows the brand to stay present in the fan conversation, before and after the game.

Deloitte research shows that multi-channel campaigns are 2.5 times more effective in driving engagement and brand lift than single-platform efforts.

This is where the real power lies, not in choosing between platforms, but in combining their strengths. TV creates the emotional spark, and social media keeps the story going.

If a brand wants fast results, quick clicks, or short-term traffic, then social media may be enough. But if the goal is to be felt, respected, and remembered especially in the world of sports where passion runs high then TV sponsorship still holds serious value.

It’s not about old versus new. It’s about using each channel for what it does best. In a world where attention is everywhere, the brands that win are the ones that don’t just show up, they connect. And in sport, when emotions are at their highest, the brand that’s part of the moment becomes part of the memory.

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THE REAL WORK OF MENTAL HEALTH IN AGENCIES

Sabatini Ngxekana — Fri, 31 Oct 2025 14:55:40 +0000

THE REAL WORK OF MENTAL HEALTH IN AGENCIES

Steven Mervis

Mental Health Month ends today, but the topic shouldn’t.
Because if we only talk about mental health when the calendar tells us to, we’ve already missed the point.

Agencies know how to build campaigns. What we’re still learning is how to build care. Awareness is easy; consistency takes work. The real question is how we keep showing up for people when the calendar flips.

The Industry Truth – Our work asks for intensity.

Agency life moves fast. Tight deadlines, demanding clients, constant creative stretch. That’s part of the deal, and most of us love it. But loving the work doesn’t cancel out what it takes from you.

The problem isn’t the pressure, it’s when there’s no space to recover from it. Exhaustion often gets mistaken for dedication. But fatigue doesn’t prove passion; it drains it. If the job draws deeply from people’s energy and emotion, then we have a duty to help refill the tank – with structure, empathy, and balance that’s built in, not bolted on.

Mental health can’t sit in policy documents; it has to live in how we lead.
That means designing systems where honesty feels safe. Training managers to listen, not just manage. Building flexibility that respects people’s lives outside the brief.

It’s not softness, it’s structure. The same way we plan projects and budgets, we can plan for sustainability. People’s emotional energy is part of our operating system, and when it runs low, everything else follows.

The Responsibility – Leadership sets the tone

Culture starts at the top. If leaders treat long hours as a badge of honour, that becomes the rule. If they talk openly about boundaries and balance, that becomes the norm.

People don’t need flawless leaders; they need real ones. Leaders who notice when someone’s off. Who create space for honesty without judgment. Who understand that care isn’t a nice-to-have – it’s how trust gets built.

The Result – Humanity pays dividends. When people feel supported, they show up differently. They think braver, collaborate better, stay longer. The work gets stronger because the people behind it do.

So yes, mental health care is good for business, but that’s not why it matters. It matters because the work we do is human, and so are we.

The Choice – Who we choose to be. Every agency has a choice. We can chase output at any cost, or build places that bring people back to life.

Mental health isn’t a campaign, it’s part of the culture we create every day. And if we get that right, we don’t just make better work, we make better people, and better places to do it in.

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HISTORY IN THE MAKING: WHAT DOES IT MEAN FOR WOMEN’S RUGBY IN SOUTH AFRICA?

Sabatini Ngxekana — Thu, 18 Sep 2025 09:53:43 +0000

History in the Making: What Does it Mean for Women’s Rugby in South Africa?

Bertine Faber

Mscsports’ strategist Bertine Faber discusses the evolving role of brands in women’s rugby.

The 2025 Women’s Rugby World Cup in England has already broken records. More than 375,000 tickets have been sold, triple the 2022 figures, and the Twickenham final is on track to sell out 82,000 seats, the biggest crowd in women’s rugby history. The hype is real, the stadiums are full, and the energy is impossible to ignore. But behind the spectacle is something deeper: this isn’t sentiment at work, it’s smart, long-term investment paying dividends.

England’s success is the result of deliberate strategies connecting grassroots rugby to the international stage. Their example is proof that putting resources into women’s sport creates both players and fans – and for brands, it creates measurable commercial returns.

England’s rise didn’t happen by chance. It was built on structures designed to give every girl a chance not only to play, but also to become a fan. From grassroots clubs to university leagues and, eventually, professional contracts, the game was made visible and accessible. Investment in coaches, community programmes, and competitive structures created a clear ladder of progression and a culture of belonging.

Today’s packed stadiums and engaged fans are the outcome of years of joined-up thinking. Critically, this has created a commercial space where brands are rewarded with exposure, loyalty, and cultural relevance.

South Africa is on its own journey. As many of you reading this will know, the Springbok Women made history by qualifying for their first-ever World Cup quarterfinal after a dramatic 29–24 win over Italy. It was a moment of national pride, summed up perfectly after the match by fly-half Libbie Janse van Rensburg:

“We talked about making history for women's rugby in South Africa – and we did that.”

This breakthrough reflects more than a single result. It shows steady progress in SA Rugby’s plan for inclusive growth: expanding access across provinces, creating more competitive structures, and building pathways for women to rise from grassroots to the highest level.

Crucially, these pathways aren’t only about producing players, but also about creating fans – young girls and communities who see themselves reflected in the game.

The challenge, however, is funding. England’s pathway was underpinned by a £50 million national lottery grant. In South Africa, that kind of government backing is out of the question. But this gap creates a very real opportunity for brands to step up and make the difference.

A strong proof point is Telkom’s #StandTall campaign around the 2023 Netball World Cup. Importantly, this wasn’t just a sponsorship badge, it organically turned into a fully-fledged brand campaign. Telkom used the partnership to take action by addressing a crisis in confidence amongst young girls in South Africa using their passion for netball to deliver the message. The impact was undeniable: the campaign generated the highest ever media value for a women’s sport sponsorship in South Africa and drove record brand sentiment and commercial outcomes for the brand.

Telkom showed that when brands lean in creatively, rather than treating women’s sport as an add-on, they unlock both cultural impact and commercial return.

Despite this momentum, the commercial reality is stark. SA Rugby’s new sponsorship model has concentrated investment on the Springbok brand, with most partners activating primarily around the men’s team. Driving a one-kilometre stretch of highway in central Johannesburg, I counted three Springbok sponsor billboards – everyone featuring the men. The women’s team has had only a fraction of that visibility, even in a World Cup year.

The exception is FNB, who backed the women’s team before the new model. Their support proves what’s possible when a brand invests with intention. Yet beyond that, sponsors have consistently overlooked the Springbok Women, choosing to spotlight the men predominantly.

But here’s the truth: investment in women’s sport isn’t charity, and it isn’t a box-ticking exercise. It is one of the most undervalued growth opportunities in South African sport. Internationally, brands that have recognised this are already reaping the benefits.

Take Ally Financial in the U.S. In 2022, as proud sponsors of the NWSL, WNBA and the US Women’s Open (golf), the bank committed to a 50/50 pledge, equal media spending by the brand on men’s and women’s sports within five years. They’ve already increased their women’s sports media investment by 400%, reaching a 45/55 split in 2025, and the results are undeniable:

Brand awareness among women’s sports fans has grown by 20%.

Brand likeability is up 25%.

When Ally worked with CBS to move the NWSL final into prime time, viewership jumped by 71%.
Overall brand value rose by 31% year-on-year, hitting a five-year high.

Ally proves that the brands who step into women’s sport strategically don’t just gain goodwill, they gain market share.

Why Fandom Still Matters…

Development, and frankly even brand investment on its own, aren’t enough. A sponsorship cheque or a grassroots programme doesn’t guarantee lasting impact. The real returns for both sport and sponsors come when that investment is leveraged to build fandom.

Women’s rugby doesn’t yet have the century-old rituals of the men’s game, but that creates space to shape new traditions, and that space is wide open for a brand to own. Fans often rally around peak moments, united by national pride, but they need reasons to return week after week.

Brands that use their platforms to tell women’s stories, celebrate their heroes, and create consistent visibility aren’t doing it for optics. They’re making a smart, strategic play: building fandom that drives long-term engagement, loyalty, and commercial return.

The ultimate goal should be that fans don’t only look up to Siya Kolisi or Cheslin Kolbe, but just as easily to Libbie Janse van Rensburg or Aseza Hele, and the brands that help enable that shift will be the ones who win most.

Women’s rugby in South Africa stands at a crossroads. Pride has carried us this far, but progress demands more. England has shown what’s possible when pathways and fandom grow together. South Africa’s opportunity is to take the next step, and for brands, the choice is clear: hero the women’s game with the same imagination and investment given to the men, not because it’s the right thing to do, but because it’s the smart thing to do.

Every pathway that creates a player also creates a fan, and it’s that cycle of participation, passion, and commercial return that will make women’s rugby a permanent part of our sporting identity.

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PARTICIPATION SPORTS: THE SOUTH AFRICAN LANDSCAPE

Sabatini Ngxekana — Fri, 22 Aug 2025 10:25:31 +0000

PARTICIPATION SPORTS: THE SOUTH AFRICAN LANDSCAPE

Nabeel Bassardien

In South Africa today, I think we can agree fitness is no longer just a personal goal or a weekend hobby. It has become a defining part of identity, a lifestyle, and a shared community experience. From township running crews in Soweto to suburban CrossFit boxes in Cape Town, fitness is reinventing itself into the fabric of everyday life, reshaping how brands need to engage with sport.

The old idea of fitness as a solitary pursuit is fading fast. More South Africans are embracing fitness as a collective journey that plays out in gyms, parks, online forums, and WhatsApp groups. Digital communities and hybrid events like HYROX South Africa are proof that participation sports have evolved into a culture of connection and belonging.

Events like the Comrades Marathon and the Toughest Miler remain national cornerstones, but the rise of smaller, social, and digitally connected challenges has shifted the focus. It’s no longer only about the finish line, it’s about the stories, struggles, and shared celebrations that happen along the way.

Technology is now an integral part of the South African fitness experience. Wearables track progress, AI-powered apps personalise training, and social media fuels motivation across communities. TikTok challenges and Instagram reels seem to carry fitness into everyday conversations, bridging suburbs, townships, and rural towns.

This fusion of physical participation and digital storytelling has most certainly created a rich, always-on environment for brands – but also raises the bar for how they show up.

What This Means for Brands in South Africa... Sponsoring a race day or event is no longer enough. To build lasting relevance, brands must embed themselves authentically within these communities, not as outsiders with a logo, but as trusted participants.

That starts with deep audience understanding – knowing the rhythms, motivations, and challenges unique to South African athletes.

From there, the opportunity lies in creating personalised, locally resonant interactions that foster genuine connection. For some brands, this might mean providing functional support like training content or recovery spaces. For others, it could be enabling access, celebrating stories, or creating platforms for community interaction.

The form doesn’t matter as much as the authenticity of the intent.

HYROX South Africa already offers a blueprint for this, ‘authentic partnerships’, seeing the likes of Planet Fitness supporting participants as the official training partner.

Beyond HYROX, we’ve already seen South African brands outside the fitness category embed themselves authentically in this space. Woolworths has used its Eat Well platform to partner with major participation events like the Cape Town Cycle Tour, providing on-course nutrition and healthy eating content that speaks directly to everyday athletes. Kauai has integrated with Virgin Active and Discovery Vitality to reward healthy choices, creating meal plans and incentives that connect directly to members’ training journeys. These brands succeed because they understand that real connection comes from consistent presence, relevance, and contribution, not just from showing up on race day.

It’s about being present in the small, meaningful moments – the early morning run, the group chat banter, the shared celebration after a personal best. When brands align with the community’s passion and values, they move beyond sponsorship to belonging.

Fitness is identity now in South Africa. Brands that engage with sincerity, empathy, and a shared love for the journey will not just be part of the sport – they’ll be part of what the sport means.

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MSCSPORTS TO DRIVE TELKOM’S SPONSORSHIP VISION FORWARD

Sabatini Ngxekana — Wed, 25 Jun 2025 11:42:53 +0000

MSCSPORTS TO DRIVE TELKOM’S SPONSORSHIP VISION FORWARD

Author's Name

Mscsports is thrilled to announce its partnership with Telkom, having once again been appointed as the brand’s official sponsorship agency. This reappointment marks a significant achievement and underscores the strength of our longstanding relationship with one of South Africa’s most prominent telecommunications companies.

This milestone not only reflects Telkom’s continued trust in our expertise but also reinforces Mscsports’ position as a leading full-service sponsorship agency within the ever-evolving sports and entertainment marketing landscape.

The partnership will see Mscsports overseeing and executing Telkom’s extensive sponsorship portfolio. This includes delivering strategic, creative, and impactful campaigns that bring Telkom’s brand to life across key properties and platforms, with a strong focus on enhancing fan engagement, brand visibility and driving brand preference within the key brand audiences.

“This is a proud and deeply meaningful moment for us,” said Carrie Delaney, Managing Director at Mscsports. “Being reappointed as Telkom’s sponsorship agency marks both a homecoming and an exciting new chapter. Since our original partnership from 2017 to 2019, when we proudly helped launch the Telkom Netball League, we’ve evolved and transformed as an agency.

Although we’ve changed, at our core, we remain the same passionate team, driven by purpose and the power of sport to connect and inspire. We’re excited to work across Telkom’s full sponsorship portfolio — from cricket to esports — but for me, netball will always have a special place. It’s where women’s sport steps into the spotlight, and Telkom has played a powerful role in shaping that story. We look forward to building on that legacy, together.”

This collaboration also reflects Mscsports’ footprint in digital sponsorship, with the rise of immersive platforms, gaming environments, and data-driven experiences, digital is no longer just about having a presence online, it is reshaping the sponsorship industry and unlocking entirely new value for rights holders and brands alike. It is revolutionising how sponsors interact with audiences. Working with a brand like Telkom opens the door to unlock bold campaigns and innovative audience engagement strategies, reaching new demographics and enhancing the overall fan experience and brand reputation.

Significantly, both Telkom and Mscsports share a deep commitment to driving progress and equity in women’s sport, creating a seamless synergy between the two.

With female-led opportunities forming a core pillar of Mscsports’ approach to sponsorship, collaborating with a client that places women’s agendas at the forefront aligns perfectly with its purpose-driven ethos and dedication to fostering inclusive growth.

With sponsorship properties such as Netball and Gaming, Telkom’s dedication of growing women’s sport as well as driving inspiration amongst the youth continues to thrive.

“At Telkom, our mission is to inspire and enable progress by connecting with customers in ways that are meaningful and empowering. Our continued partnership with Mscsports supports this vision and helps us unlock high-impact sponsorship opportunities that speak directly to our audiences. Through this collaboration, we aim to deliver experiences that resonate with our customers and the communities we serve and make our brand promise a reality in their lives,” Gugu Mthembu, Chief Marketing Officer, Telkom.

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UNPACKING SPONSORSHIP INSIGHTS FROM THE ORLANDO PIRATES VS KAIZER CHIEFS’ DERBY

Sabatini Ngxekana — Wed, 26 Mar 2025 06:48:53 +0000

UNPACKING SPONSORSHIP INSIGHTS FROM THE ORLANDO PIRATES VS KAIZER CHIEFS' DERBY

Author's Name

The highly anticipated Betway Premiership clash between Orlando Pirates and Kaizer Chiefs on 1 February proved the immense commercial value of South African football. The integrated sponsorship monitoring service provided by the Novus Group found that the match drew a cumulative audience of 3.7 million viewers across SABC1, SuperSport Variety 4, and SuperSport PSL. This saw the derby delivering unparalleled brand exposure for sponsors, highlighting the growing importance of strategic sponsorship measurement in modern sports marketing.

The match, broadcast live across three channels, saw SABC1 leading with 2.2 million viewers, followed by SuperSport Variety 4 (831,844) and SuperSport PSL (649,525). These figures show the significant audience reach of free-to-air platforms and underscore why sponsorship investments in South African football continue to deliver strong returns.

From a brand visibility perspective, Betway and FNB emerged as the top sponsors, with sponsorship values of R7.6 million and R7.5 million, respectively. Vodacom followed with R3.2 million, while sportswear giants Adidas (R1.4 million) and Kappa (R1.39 million) rounded out the top five.

Understanding how brands are positioned during high-profile sporting events is critical to evaluating sponsorship ROI. Metrics such as audience reach, sponsor share of voice, and advertising equivalent value (AVE) provide sponsors with actionable insights that help optimise future strategies.

“With a cumulative audience of 3.7 million, the Pirates vs Chiefs derby once again showcased the unrivalled commercial power of South African football and the immense following behind these two iconic clubs. At Mscsports, we go beyond exposure—we analyse the data to ensure sponsorships drive real impact. By tracking key metrics like share of voice and media value, we help brands turn visibility into measurable returns,” says Carrie Delaney, Managing Director at Mscsports.

“Sponsorship is about more than just placing a logo on a jersey or stadium banner. Think about it as a doorway to gaining invaluable insight into the impact of the sponsorship,” says Joe Hamman, Director of Novus Group. “With comprehensive media monitoring, brands can quantify their exposure across multiple platforms and determine how their investments translate into audience engagement and brand recall.”

The Pirates vs Chiefs derby continues to be one of the most-watched fixtures in South African sport, offering brands significant exposure. The betting and banking industries led sponsorship investments, demonstrating a clear trend in strategic brand positioning within sports marketing. Brands that leverage detailed sponsorship analytics can refine their marketing strategies, ensuring maximum return on investment and a deeper connection with target audiences. As sports sponsorships become increasingly competitive, the ability to measure and interpret real-time media data is vital for brands looking to justify and enhance the effectiveness of their investments.

“By providing clients with granular insights into sponsorship performance, Novus Group empowers brands to make data-driven decisions that enhance their market positioning,” Hamman adds. “Our ability to track exposure across TV, print, online, and social media ensures that no valuable engagement metric is overlooked.”

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SA RUGBY’S $375 MILLION VALUATION: A GAME-CHANGING EQUITY DEAL

Sabatini Ngxekana — Tue, 12 Nov 2024 08:49:57 +0000

SA RUGBY’S $375 MILLION VALUATION: A GAME-CHANGING EQUITY DEAL

Farha Jhetam

For decades, rugby has ignited a sense of unity and national pride with fans from all walks of life. The Springboks’ successes on the world stage have filled stadiums with waves of green and gold, symbolic of the power of sport to unite a country. Building on this legacy, SA Rugby has embarked on a new chapter that brings in an equity partner with the aim of enhancing its financial stability and commercial future.

These discussions first began in 2018, however the impact of covid resulted in this process being halted. Last December, SA Rugby approved American investment firm, Ackerly Sports Group (ASG), as the preferred bidder. ASG’s proposal sees the firm purchasing a 20% stake in SA Rugby’s commercial arm for $75 million (R1.3 billion) equating to a total valuation of $375 million (R6,6 billion). In December 2024, SA Rugby member unions will vote on the deal, with a 75% majority required for the deal to proceed.

The deal has been met with much criticism since its announcement with several concerns being raised. One major issue is the potential loss of control over decision making to a foreign investor. Questions have also been raised about how the funds will be used, whether the investment could focus more on commercial ventures focused on profit rather than grassroots programs that promote community development. As with any capital injection, the key lies in how the funds are utilized.

Should the capital be invested strategically and constructively to grow the game, improve facilities and keep professional rugby at a high level, the deal could be highly beneficial.

However, if the funds are mismanaged or not allocated effectively, this could lead to further issues. Another key concern is around the valuation of the deal. For perspective, in 2022, New Zealand Rugby’s equity deal with the US-based firm, Silver Lakes, valued its commercial operations at approximately $1.5 billion (R27.2 billion).

This begs the question, what factors have caused this stark difference in valuation, that sees New Zealand Rugby valued at four times more than SA Rugby? Considering the fact that South Africa is one of the top rugby nations with a highly competitive team, is SA Rugby under-valued?

Market valuations are based on revenue, profits and future growth rates. In addition, commercial opportunities, global reach, and market conditions in each country are key factors that influence the valuation.

From a brand perspective, the All Blacks are one of the most globally recognized in sport. Their winning track record and distinctive “Hakka” have attracted significant international brand deals and sponsorships. In addition, due to its wide international audience and reach, broadcasting rights for New Zealand Rugby are seen as more valuable. Despite SA Rugby’s large following, NZR’s ability to consistently command high prices has positioned them as a more attractive investment.

Market conditions in South Africa in recent years which have seen slow economic growth and a weakening Rand, limits the domestic potential. This often impacts on SA Rugby’s ability to attract high value sponsorships, which directly impacts on its valuation.

We have also seen many of South Africa’s top talent pursuing lucrative offers from international clubs, which affects local leagues and therefore local rugby’s market value. In contrast, NZ has managed to retain much of its top talent therefore enhancing the value and appeal of its domestic leagues.

Despite the valuation gap, SA Rugby’s equity deal presents a significant opportunity to unlock new revenue streams and expand its reach to international spaces. This deal ensures that the legacy of the Springboks can continue to thrive on a global stage.

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UNPACKING THE EMPTY STANDS: THE PREMIER SOCCER LEAGUE’S ATTENDANCE DILEMMA

Sabatini Ngxekana — Wed, 24 Jul 2024 05:46:56 +0000

UNPACKING THE EMPTY STANDS: THE PREMIER SOCCER LEAGUE'S ATTENDANCE DILEMMA

Daniel du Preez, CA(SA)

The Premier Soccer League (PSL) boasts some of the most talented players and competitive matches globally, yet it faces a persistent challenge: low attendance at its games. This article addresses three critical factors contributing to this issue.

1. Economic Conditions

Matchday tickets in the PSL range from R40 to R100 per person. Viewership statistics confirm that the large majority of PSL fans in South Africa are low- and middle-class income earners. Long-lasting economic instability has led to severely reduced disposable income for most South Africans, impacting stadium attendance as spending available for entertainment decreases.

While a “mere” R40 may seem immaterial once-off, when you are paying this throughout the season for yourself and/or your family members to attend games, those costs in this tough economic climate add up.

Many have called out for clubs to allow fans free entry into the stadiums like Mamelodi Sundowns have been able to do for their continental cup fixtures.

However, due to the minimal sponsorship revenue generated by clubs in the league, they rely on this insignificant ticket revenue to cover whatever portion of operational costs it can.

A solution which would help clubs bring in more fans and support is one best executed by the ever-evolving Cape Town City FC through their season ticket option. This is a once-off purchase made by their fans for only R500 to attend all home games during the season. Implementing this bundle pricing strategy provides fans with more value for money and is a idea that hopefully grows amongst PSL clubs in seasons to come.

2. Fan Engagement and Overall Experience

The atmosphere within stadiums, including fan engagement activities and the quality of interaction with players, significantly influences attendance. Effective promotion and marketing strategies are crucial for attracting casual fans and maintaining interest throughout the season. For example, the on-field entertainment activities such as penalty shoot-outs and dancing competitions held at Orlando Stadium is something all attendees look forward to as soon the referee blows the whistle for halftime.

Apart from activations and activities, the overall fan experience is also often impacted by common concerns around the safety and security of individuals inside stadiums and vehicles parked outside the stadium. One unpleasant experience tends to deter fans from attending matches, especially in areas and stadiums with a history of violence, theft, or hooliganism.

3. Performance and Team Success

Like in any sport, when teams are not performing well over a period of time, it will reflect in the lack of support shown by its supporters. In the PSL this is very evident, when the more popular teams like Kaizer Chiefs and Orlando Pirates struggle to play well, win games, and secure trophies. Fans therefore often opt to watch their team’s games from home, if it all, avoiding the disappointing feelings experienced in the stands.

To prove that performance directly impacts attendance we need to look no further than our national soccer team, Bafana Bafana. Post the 2010 FIFA World Cup held in South Africa, the performances of Bafana Bafana left fans extremely disappointed and attendance at their games were at an all-time low. Contrastingly, following their success at the recent Africa Cup of Nations tournament, South Africans came out in their numbers on a cold Tuesday night in Bloemfontein to support the boys in their quest to qualify for the 2026 FIFA World Cup.

There is no doubt that South Africa is a football-loving nation. Tackling the issues around low PSL attendance requires proactive measures from clubs and the league to enhance affordability, and performance and innovate the match-day experience, ultimately rekindling the passion and active support of South African football fans.

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