Mscsports

OUR WORK

CLIENT: Engen
PROPERTY: The Springboks
YEAR: 2023

CHALLENGE

To create awareness of Engen’s sponsorship of the Springboks and to establish the association amongst rugby fans and the greater Engen target audience between South Africa’s leading fuel brand and South Africa’s number one team.

SOLUTION

EVERY ENCOUNTER MATTERS – A heart-warming commercial that showcases Engen’s commitment to creating warm and welcoming spaces, bringing the brand’s communication platform of “Engen is more than just a petrol station, it is a place where life happens” to life through the brand’s partnership with SA Rugby as the Official Fuel Partner to the Springboks.

IMPACT

CLIENT: Engen
PROPERTY: Engen Sports
YEAR: 2023

CHALLENGE

To create a platform that allows Engen to effectively communicate all sponsorship-related activity to the brand’s target audience. 

SOLUTION

ENGEN SPORTS – By converting the existing Engen Soccer social media pages into Engen Sports pages and with the addition of an Instagram page we established a home for the brand’s sponsorship-related activity.

Coupled with an engaging always-on approach around Engen’s sponsorship activity, Engen Sports allowed the brand to connect with their target audience to their sponsorship activations like never before in 2023.

IMPACT

CLIENT: Engen
PROPERTY: Engen Soccer 
YEAR: 2023 

CHALLENGE

To utilise Engen’s sponsorship of the annual Engen Knockout Challenge (EKOC) and Engen Champ of Champs (ECOC) soccer tournaments to position the brand as a leader in youth development whilst also building brand affinity.

SOLUTION

Engen has been a proud partner of the EKOC and ECOC developmental soccer tournaments for 21 years and in 2023 wanted to celebrate this proud history. To achieve this our approach focused on the incredible Legacy of the tournament and highlighted three communication pillars Youth Development, Support of Women’s Soccer, and Beyond the Field which exemplifies the legacy of the tournaments.

Through an always-on content approach across digital, social media, above-the-line, our ambassador network, and PR channels, Engen told the stories of the tournaments including the introduction of our young designer programme, the development of the women’s tournament, and how Engen has helped those involved both on and off the field. This season also included the rebranding of the Engen Soccer social pages to Engen Sports and the launch of the Engen Sports Instagram account.

With never-before-seen engagement and a narrative that lived throughout the campaign, the 2023 Engen Soccer season truly placed the brand at the pinnacle of youth development in South Africa.

IMPACT

CLIENT: Engen
PROPERTY: SA Rugby
YEAR: 2023

CHALLENGE

To create awareness of Engen’s sponsorship of the Springboks and to establish the association amongst rugby fans and the greater Engen target audience whilst also positioning Engen as a leader in youth development through their partnership with the Get Into Rugby (GIR) programme.

SOLUTION

As a proud sponsor of the Springboks and potential future Springboks through the GIR programme we crafted our leveraging approach around the theme of ‘Fuelling the Springboks Legacy’ with a focus on three communication pillars Opportunity, Accessibility, and the Springbok fan.

We brought these pillars to life through an always-on approach across digital, social media, above-the-line, in-stadium, on-the-ground activations, and PR channels. This season also included the rebranding of the Engen Soccer social pages to Engen Sports and the launch of the Engen Sports Instagram account – allowing the brand to effectively communicate all sponsorship-related activity to its audience.

From producing the brand’s first sponsorship-specific TVC to amplifying this year’s GIR Festival events to new heights and giving kids the opportunity to meet their Springbok heroes we showed this year how Engen is truly fueling the Springbok legacy. 

IMPACT

CLIENT: Cecil Nurse
PROPERTY: SuperSport Cycling Broadcast (Grand Tours) 
YEAR: Ongoing

CHALLENGE

To create relevant, creative material to be flighted during Cecil Nurse’s cycling broadcast sponsorship on SuperSport that will create awareness of the brand to their target audience. 

SOLUTION

OFFICE FURNITURE SINCE 1946 – A lighthearted commercial (and supporting creative including stings and squeeze backs) with an unexpected cycling-related twist. The creative spoke to the insight that the workforce has evolved with hybrid workplaces becoming the norm, but office spaces haven’t adapted accordingly – positioning Cecil Nurse as the solution to this problem.  

IMPACT

CLIENT: Betway
PROPERTY: Betway SA20
YEAR: 2023 

CHALLENGE

To create excitement and drive engagement amongst fans both in attendance and at home around Betway’s title sponsorship of the new SA20 League.

SOLUTION

BETWAY CATCH A MILLION – an exciting fan engagement activation centered around the insight that unlike any other sport (played in South Africa) cricket offers a unique opportunity for fans to be a part of the on-field action.

The mechanic was simple, take a clean one-handed catch at any Betway SA20 match to win a share of R1 million in cash. As an added bonus, Betway account holders had their share doubled.

Due to the overwhelming response from fans Betway doubled the winners share to R2 million.

IMPACT

CLIENT: Klipdrift
PROPERTY: Rugby World Cup Sevens 2022
YEAR: 2022

CHALLENGE

To create and execute a 360-degree integrated consumer-centered campaign leveraging Klipdrift’s sponsorship of the Rugby World Cup Sevens 2022 tournament hosted in Cape Town. 

SOLUTION

#GOFORGOLD –  a fully integrated campaign from concept to execution centered around creating memorable moments for fans to celebrate both at home and in the stands at the RWC Sevens 2022.

The multi-faceted campaign structured around the #GOFORGOLD platform was executed through the line ensuring countless opportunities for fans to celebrate memorable moments and to create Gold Between Friends thanks to Klipdrift through the brand’s sponsorship of the RWC Sevens 2022.

A special edition Klipdrift Export bottle, trade activations, consumer competitions, social media content, fan activations, collaborations with the Gwijo Squad and Jason Goliath and various other through-the-line elements including a 30-second television commercial.

IMPACT

CLIENT: Castle Lager
PROPERTY: Springboks
YEAR: 2022

CHALLENGE

With a resurgence in attendance surpassing dwindling pre-pandemic numbers and as a proud supporter of the Springboks, Castle Lager tasked us with elevating the in-stadium experience for fans during all Springbok home games in 2022.

SOLUTION

THE CASTLE ZONE – a first-of-its-kind solution in South Africa where fans in the designated 200-seat Castle Zone* can order and get their beer delivered directly to them without having to leave their seat. 

Fans have become accustomed to watching sports from the comfort of their homes with easy access to refreshments and the Castle Zone brings that same level of convenience to the stands. No more standing in line at halftime or spilling your beer on the way back to your seat – making sure that fans don’t miss a second of the on-field action.

IMPACT

CLIENT: Richelieu
PROPERTY: Vodacom Bulls
YEAR: 2022

CHALLENGE

To create a platform around the sponsorship that allows Richelieu to highlight the many ways that their brandy can be enjoyed.

SOLUTION

YOUR TEAM. YOUR RICHELIEU. YOUR WAY – we created a campaign centered around the increased diversity of the Vodacom Bulls family both on the field and in the stands. Just like the Vodacom Bulls Richelieu wants to be a brandy that is welcoming to all. Regardless of how you support your team or how you enjoy your brandy, we want you to enjoy YOUR TEAM and YOUR RICHELIEU YOUR WAY

The ongoing multi-faceted campaign features a mix of digital and experiential components ranging from content, social media competitions, and a first-of-its-kind partnership with Bullseye, the Vodacom Bulls’ in-house alternative commentary platform. Furthermore, we continuously amplify the match day experience for fans through numerous experiential activations including the creation of the Vodacom Bull cocktail served from the Richelieu Bicycle Bar at home games. 

IMPACT

CLIENT: Live Nation (Big Concerts) 
YEAR: Ongoing 

CHALLENGE

To secure a headline sponsor for Live Nation (Big Concerts) promoted concerts and live acts in South Africa.

SOLUTION

Given the alignment between the audience attracted by the artists and entertainers that Live Nation brings to South Africa and Discovery’s target market, we identified and secured the brand and long-standing Mscsports client as the official credit card partner for Live Nation. 


Discovery was in the process of launching a credit card product and the partnership provided the perfect platform for the brand to create awareness of their new offering around a consumer passion point. To drive sign-ups Discovery credit card holders were given access to a 48-hour pre-sale period before tickets went on sale to the general public.

IMPACT

CLIENT: M&G Investments 
PROPERTY: SuperSport Tennis Broadcast (Grand Slams & ATP Tour)
YEAR: Ongoing 

CHALLENGE

To measure consumer awareness of Prudential Investment Managers’ name (and brand) change to M&G Investments through the brand’s tennis broadcast sponsorship on SuperSport

SOLUTION

Prudential, now known as M&G Investments has been a long-time sponsor on SuperSport of the ATP Tour and Grand Slam broadcasts.

Utilising our proprietary measurement tool, the IMI (Impact Marketing Index) we have been able to successfully track and report on the impact delivered through the sponsorship in creating awareness of the brand’s name change throughout the 2022 tennis season.

IMPACT

CLIENT: Castle Lager
PROPERTY: British & Irish Lions Series
YEAR: 2021

CHALLENGE

To create and execute a 360-degree fan-centered campaign leveraging Castle Lager’s sponsorship of the iconic British & Irish Lions Tour to South Africa in 2021.

SOLUTION

#INOURBLOOD – in partnership with the brand’s group of agencies we created the #InOurBlood creative platform celebrating the passion and love that both Springbok and B&I Lions fans have for rugby. A deep passion that runs within us all as rugby fans regardless of our differences.

Despite the absence of fans in stadiums, the multi-faceted campaign structured around the #InOurBlood platform consisting of various digital and experiential touchpoints ensured countless memorable experiences for fans around one of the sports’ most iconic rivalries.

Exclusive behind-the-scenes content, a limited-edition supporters jersey & Castle Lager can sponsor Superbru pool, influencer campaign, gamification, virtual player meet and greets blood drive in partnership with the SANBS, and various other through-the-line elements including a 30-second television commercial.

IMPACT

CLIENT: Discovery
PROPERTY: Supersport Premier League Broadcast Series
YEAR: 2019 – NOW

CHALLENGE

To drive key business objectives with a focus on lead generation through the brand’s broadcast sponsorship on SuperSport of the Premier League.

SOLUTION

#IWASTHERE – a comprehensive through-the-line campaign formulated around the desire of local soccer fans to experience the once-in-a-lifetime opportunity of watching a top-tier Premier League match live.

Utilising the brand’s existing broadcast sponsorship of the Premier League on SuperSport and supported through various digital elements fans were called to enter to win an all-expenses paid trip to watch Arsenal vs. Manchester United live at The Emirates.

The experience also included a stadium tour, a private meet and greet session with Gunners legend Tony Adams and most importantly the opportunity to say #IWASTHERE

IMPACT

CLIENT: Showtime Management
PROPERTY: Monster Jam
YEAR: 2019 – NOW

CHALLENGE

To secure a headline sponsor for the first edition of the popular Monster Jam series of events in South Africa in 2019.

SOLUTION

Centered around the community focussed, family friendly and technologically advanced characteristics of the property we identified the synergy between Monster Jam and MCDONALD’S and secured the brand as the headline partner for the 3 event series in Cape Town, Johannesburg and Durban.

IMPACT

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