To create excitement and drive engagement amongst fans both in attendance and at home around Betway’s title sponsorship of the new SA20 League.
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.
PROPERTY: Rugby World Cup Sevens 2022
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.
#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.
CLIENT: Castle Lager
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.
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.
PROPERTY: Vodacom Bulls
To create a platform around the sponsorship that allows Richelieu to highlight the many ways that their brandy can be enjoyed.
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.
CLIENT: M&G Investments
PROPERTY: SuperSport Tennis Broadcast (Grand Slams & ATP Tour)
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
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.
CLIENT: Castle Lager
PROPERTY: British & Irish Lions Series
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.
#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.
PROPERTY: Supersport Premier League Broadcast Series
YEAR: 2019 – NOW
#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.
CLIENT: Showtime Management
PROPERTY: Monster Jam
YEAR: 2019 – NOW
To secure a headline sponsor for the first edition of the popular Monster Jam series of events in South Africa in 2019.
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.
CLIENT: Live Nation (Big Concerts)
To secure a headline sponsor for Live Nation (Big Concerts) promoted concerts and live acts in South Africa.
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.
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