It talks directly to communities close to Old Mutual’s heart through their sponsorship of events such as the Old Mutual Two Oceans Marathon, Joberg2c mountain bike race, Comrades and Soweto Marathons, the Old Mutual Trophy Wine Show and the National Choir Festival.

This is the first time that a corporate company has owned a digital radio station to make their sponsorships live longer than just the lifespan of the event. Old Mutual realised that they need to engage communities around people's passions so that they extend their sponsorships beyond just event day.

Old Mutual Live is an innovative way for the brand to engage directly with their current and future customers. The digital radio station went live with pre-recorded podcasts on Friday, 20 March 2015, and launched a live broadcasting stream from the Old Mutual Two Oceans Marathon Expo on Wednesday, 1 April, running all the way through to Race Day on Saturday, 4 April. The station covered relevant topics such as nutrition and training with industry experts and had the likes of Bruce Fordyce, Tim Noakes and Jimmy Nevis live in the studio.

On race day, the four individual race winners were interviewed first on Old Mutual Live, before appearing on national TV or any traditional radio station.

Old Mutual Live understands that people who love running and mountain biking don’t only consume content about these sports on event days. They are interested all year round, which is why Old Mutual Live aims to deliver content 52 weeks of the year with weekly podcasts and broadcasting live from Old Mutual sponsored events.

One can download the Old Mutual app from app stores to access exclusive podcasts and web series on-demand, or visit the Do Great Things website.