In this episode of The SA Sponsorship Podcast, we sit down with Carla Massmann, Show Director for Comic Con Africa, to unpack how one of Africa’s biggest pop culture festivals is redefining the sponsorship game.
From authentic fan-first brand partnerships to the unique rise of gaming in the Comic Con experience, Carla shares lessons on building immersive, meaningful activations and why understanding the audience is everything.
Whether you're a brand looking to enter the pop culture space or a marketer chasing engagement beyond billboards, this episode is your blueprint.
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.
In this episode of SA Sponsorship, host Steven Mervis sits down with Joe Hamman, founder of Novus Group, to explore the critical role of media monitoring in measuring sponsorship value.
From tracking brand visibility on Springboks jerseys to analysing social media buzz, Joe reveals how Novus Group quantifies ROI for sponsors. Discover why South Africa’s sport-loving nation offers a cost-effective way to boost brand exposure, learn key drivers of sponsorship value, like audience relevance, and hear real-world examples, including Castle Lager’s 250M ZAR return from Proteas sponsorship.
Joe also shares insights on emerging technologies like AI and social media analytics shaping the future of sponsorship measurement. Whether you’re a brand or rights holder, this episode offers actionable advice to maximise your sponsorship impact.
Contact Novus Group at info@novusgroup.co.za or visit www.novusgroup.co.za for more information, or email us at podcast@mscsports.co.za with questions!
Hockey in South Africa has a rich history and a growing presence, but how does it fare in the competitive world of sports sponsorship?
In this episode of the SA Sponsorship Podcast, host Steven Mervis interviews Shaune Baatjies, interim CEO of SA Hockey, about the challenges and triumphs of hockey in South Africa.
From grassroots development to competing on the world stage, Shaune shares insights into the sport’s funding struggles, sponsorship gaps, and the impact of financial constraints on players and teams.
Can corporate South Africa support one of the country’s fastest-growing sports? Tune in to find out!
Want to connect with SA Hockey? Reach out to them here:
Email: ceo@sahockey.co.za
Tel: 011 268 1608
In the final episode of the year, host Steven Mervis is joined by Lindsey Rayner, National General Manager at Machine and judge for the Sport Industry Awards.
Together, they reflect on the highlights, trends, and key takeaways from the prestigious awards. From the evolving role of storytelling in sports sponsorship to the rise of women's sports and the impact of major tournaments, this episode unpacks the dynamics shaping the South African sports industry.
Don’t miss this engaging conversation that celebrates creativity, innovation, and the power of sports marketing.
In this episode of the SA Sponsorship Podcast, we welcome Olympian Emma Chelius to discuss her journey in swimming, her recent retirement, and the unique challenges and opportunities that come with sponsorship in South African swimming.
Emma shares personal insights on balancing a professional athletic career, the importance of financial backing in sports, and the often-overlooked life skill of swimming. From grassroots development to navigating the world stage, Emma provides a compelling look at the sport’s future in South Africa and the crucial role of sponsorship to sustain top-tier athletes.
Tune in for a deep dive into Emma’s inspiring story and her vision for supporting future generations in the pool!
In this episode, our host, Steven Mervis shares a clip from his recent interview on 702, where he dives into the SARU private equity deal. Steven offers a deep dive into the potential impact of this partnership on South African rugby, examining both the financial stakes and the cultural implications for fans.
Is this deal with an American investment firm the game-changer SA Rugby needs?
Listen in for Steven’s expert analysis of this high-stakes development in the world of sports.
Welcome to Season 3 of The SA Sponsorship Podcast!
In our first episode, we dive into the exciting new Betway Premiership, a major shakeup in South African football sponsorship. Our guest, Betway Head of Marketing, Mark Rowles, takes us through the journey of this partnership, from the surprise exit of DSTV to Betway’s innovative approach to elevating the local football scene.
Tune in and discover the transformative role of sports betting in South Africa, explore how Betway aims to elevate local football and gain insights into the future of sponsorship in the ever-evolving sports landscape.
Don't miss this opportunity to kick off the new season with an engaging conversation about passion, innovation, and the power of sports!
In this episode of the SA Sponsorship Podcast, we dive into the evolving landscape of Olympic sponsorship.
We explore the complexities and opportunities of sponsoring the Olympics, from backing the main event to supporting an Olympic team, individual athletes, and broadcast sponsorship. Tune in to gain valuable insights into how these sponsorships work, their impact, and the strategies behind successful Olympic partnerships. Don’t miss this deep dive into one of the most prestigious sponsorship arenas in sports!
WE ARE BACK!!! Join us as we dive into the excitement surrounding the Euros 2024, set to kick off tomorrow!
In this episode, we explore the intricate world of sponsorships, uncovering the strategies behind the brands that power one of the biggest sporting events of the year.
From the major players to the surprising newcomers, we discuss how sponsorships shape the tournament and enhance the fan experience. Whether you're a die-hard football fan or just curious about the business side of sports, this episode has something for everyone.
In this episode, we're thrilled to present a replay of an in-depth interview with our very own Steven Mervis, Head of Strategy at Mscsports, originally aired on 702 with host Aubrey Masango. This comprehensive discussion peels back the layers of the sponsorship world, revealing the intricate dance between brands and rights holders.
Steven demystifies the essence of sponsorship, explaining how it transcends ordinary advertising to become a strategic partnership where brands meet audiences at their most passionate moments. From leveraging emotional connections to discussing the nuances of category exclusivity, this conversation is a treasure trove of insights for anyone intrigued by the power of sponsorship.
Discover the delicate balance between commercial objectives and ethical considerations, the evolution of sponsorship measurement, and the critical role of authenticity in influencer marketing. Steven's expertise shines as he navigates through the complexities of securing sponsorships, offering valuable advice for both established entities and emerging rights holders.
Whether you're seeking to understand the sponsorship landscape or aiming to attract meaningful partnerships, this episode is a masterclass in sponsorship strategy. Don't miss out on this enlightening dialogue that could reshape your approach to sponsorship.
For more insights, read Steven's article on how small rights holders can excel in sponsorship here: https://mscsports.co.za/2024/04/24/how-small-rightsholders-can-excel-at-sponsorship/
In our latest episode, we dive into the world of clever sponsorships. We explore examples that stem from insightful strategies, smart use of technology, and brilliantly executed simple ideas. Join us as we highlight six standout sponsorships, discussing what makes them exceptional and how they leverage creativity and innovation to leave a lasting impact.
Tune in to hear our thoughts on these innovative sponsorships:
1. Corona’s Jersey Pay - Discover how Corona used jerseys as a form of currency to create a unique fan experience. Watch here ➡️https://clios.com/sports/winner/digital/corona/jersey-pay-129064
2. Betway SA20 Catch 2 Million Competition- Learn how Betway engaged cricket fans with a chance to win big by catching a six during the SA20 matches. Watch here ➡️ https://www.youtube.com/watch?v=kJNPYNTxwPg
3. Burger King’s Stevenage Challenge - Find out how Burger King turned a lower-league soccer team into a global sensation. Watch here ➡️https://www.youtube.com/watch?v=08NxgnK7ixo
4. Co-op’s On-Site Festival Stores at Glastonbury - Explore how Co-op brought convenience to festival-goers with their innovative pop-up stores. Learn more ➡️https://www.coop.co.uk/on-site-festival-stores/glastonbury-festival
5. Uber Eats Ambushing the Australian Open - See how Uber Eats cleverly ambushed the Australian Open to capture the audience's attention. Watch here ➡️ https://www.youtube.com/watch?v=P6I2qpPW0xg
6. Michelob ULTRA x NBA - Courtside - Dive into how Michelob ULTRA created an immersive fan experience during NBA games. Watch here ➡️https://youtu.be/eKC0_0oSZd8?si=WVy6ewMxCCCXf-wh
Whether you’re a marketing professional, a fan of creative advertising, or just curious about innovative sponsorships, this episode is packed with insights and inspiration.
Join us for a special episode as we delve into the world of sponsorship, in this segment, we bring you an exclusive clip from our host, Steven's recent radio interview with YOU FM, where he shares insights from his article, "How small rights holders can excel in sponsorship."
Drawing from his experience in the sponsorship industry, Steven illuminates key strategies for smaller rights holders aiming to secure impactful sponsorships. From building and understanding your audience to crafting pitches from the brand's perspective, Steven provides actionable advice to elevate your sponsorship game.
Tune in to this enlightening episode to gain invaluable insights into the art of sponsorship for small rights holders and unlock doors to transformative partnerships.
Join us in this episode as we delve into the fascinating world of sponsorship in music festivals.
With Heineken's recent sponsorship of Calabash and Hey Neighbour, we're joined by Marcel Swain, the head of premium at Heineken Beverages. Marcel provides invaluable insights into why Heineken has chosen to invest in these partnerships and offers a unique perspective from the brand's point of view.
Tune in as we explore the motivations behind such collaborations and discuss the future direction of these types of partnerships.
Join us on this episode of THE SA SPONSORSHIP as we sit down with Rebecca Eliot, Founder of ProTouch Africa, to delve into the dynamic world of digital licensing for rights holders and sponsorship.
In this insightful conversation, we explore the profound impact of digital technology on fan engagement and how it revolutionizes the sponsorship landscape. With the rise of digital platforms, we witness a paradigm shift in how sponsors interact with audiences, and Rebecca shares invaluable insights into navigating this digital frontier.
Tune in to discover firsthand how digital innovation is reshaping the sponsorship industry and unlocking new avenues for fan engagement. Don't miss out on this enlightening discussion that delves deep into the intersection of digital, sponsorship, and fan engagement.
Tee off with us in our latest episode as we dive deep into the captivating world of the Masters golf tournament, one of the most prestigious events in the golfing calendar. As one of the four majors, the Masters stands out not only for its rich history and iconic green jacket but also for its unique approach to sponsorship.
Join us as we explore the intricate dynamics between the Masters and its sponsors, unravelling the strategies and partnerships that make this tournament a pinnacle of sporting excellence. We dissect how the Masters cultivates its brand image while maintaining its timeless allure.
Whether you're a golf fan or a marketing expert, this episode offers insights into the intersection of sports, sponsorship, and tradition at the Masters golf tournament, discover how this admired event continues to captivate audiences and redefine the sponsorship landscape.
Step into the world of WrestleMania sponsorship as we dissect the evolution and diversity of brands associated with WWE's flagship event.
Join us as we unravel the intriguing tapestry of sponsorship surrounding WrestleMania, exploring the many brands that have jumped into the ring and the innovative ways they've engaged with the WWE universe.
From traditional partnerships to cutting-edge collaborations, we delve into the dynamic landscape of sponsorship in professional wrestling, spotlighting the fascinating transformation behind the scenes. Tune in, as we analyze the impact of this sponsorship evolution on WrestleMania's legacy and the broader landscape of sports entertainment.
In this episode, we delve into the inspiring journey of our colleague Bertine Faber, a former professional golfer turned strategist at Mscsports. Bertine shares her remarkable transition from professional sports to her current role in sponsorship, highlighting the challenges and opportunities she encountered along the way.
The conversation is about Bertine's recent interview on SABC's Morning Live, where she discussed women's sports and sponsorship challenges. We share insights from the interview clip, offering a glimpse into Bertine's perspective on the evolving landscape of women in sports and the importance of sponsorship in supporting their advancement.
Join us as we gain valuable insights from her journey and her vision for the future of women in sports, offering inspiration and guidance for all stakeholders invested in driving positive change and empowerment in the sports industry.
In this week's episode, we delve deeper into the vibrant world of music festivals, focusing on the iconic Glastonbury Festival. Building upon last week's discussion, we contrast Glastonbury with its American counterpart, Coachella, examining the distinctive atmospheres and sponsorship strategies employed by each.
Glastonbury Festival, nestled in the picturesque English countryside, holds a unique place in the hearts of music enthusiasts worldwide. Renowned for its eclectic lineup and commitment to sustainability, Glastonbury offers an immersive experience unlike any other.
As we dissect the differences between Glastonbury and Coachella, we shine a spotlight on the role of brands and sponsors within each festival. From activations and partnerships, we analyse how brands leverage these platforms to connect with audiences and shape their identities.
Join us as we navigate the cultural landscapes of Glastonbury, exploring the intersections of music, branding, and community. Whether you're a festival fan or a sponsor, this episode promises insights and revelations that will captivate and inspire.
Join us for the latest episode of our podcast series as we delve into the heart of one of the world's most iconic music festivals: Coachella.
In this episode, we explore the significance of music festivals and events for sponsorship, focusing specifically on the renowned Coachella festival, the intricate web of sponsorships and activations that make Coachella a playground for brands seeking to engage with a diverse and influential audience. From exclusive VIP experiences to immersive brand installations, we examine how sponsors are leveraging Coachella's social status to make a lasting impact.
Tune in as we uncover and dive into the world of Coachella sponsorship activations and discover the strategies and trends shaping the future of brand partnerships in the music festival industry. This is part one of a two-part series, so stay tuned for even more insights in the next episode.
