In this episode of The SA Sponsorship Podcast, host Steven Mervis interviews Kirby Gordon, Chief Marketing Officer at FlySafair. They unpack the airline’s bold approach to sponsorship, starting with their strategic partnership with the Springboks during one of the team's lowest points, and extending to their more recent involvement with Cricket South Africa.

Gordon shares how FlySafair used these partnerships to build credibility as a brand, and how their sponsorship objectives have evolved as they’ve grown into a market leader. The conversation explores the thinking behind their decisions, the power of iconic activations like stadium flyovers, and the importance of effective sponsorship leveraging.

Kirby also offers valuable advice for both brands and rights holders navigating today’s sponsorship landscape.