By Adam Wakefield

Through leagues and tournaments such as the Absa Premiership, Vodacom Super Rugby, and the Ram Slam T20 Challenge, the “Big Three” take pride of place in the lives of millions of South Africans.

A unique marketing space
Compared to other industries, sport presents a unique proposition to advertisers, marketers and sponsors.

“All brands look to create an emotional connection with their target markets,” says Chris Heaton, managing director of Brand Inc. Creative Group. 

“People already have emotional connections with sport’s teams. A brand that plays in the sport space capitalises on these already existing emotional connections to market their products and/or services. The trick here is to make sure that the brand markets itself in a way that is completely relevant to the people in this space. Marketing that seems to be forced will often fail and not see much of a ROI,” says Heaton.

One hand washes the other

While sport provides an opportunity for brands to market themselves to consumers, sports themselves benefit from the exposure sponsorships and marketing provides to the wider public.

Tom Sizeland, managing editor of SA Cricket magazine, says without sponsorship, domestic cricket would go unnoticed, especially when it comes to the shorter formats of the game.

“Advertising and exposure is needed in order to put bums on seats, but the funds have to come from somewhere in order to ensure everyone knows about the tournaments, and through sponsorships, they get the necessary funding,” he says.

Siezeland continues; “It’s a shame the Sunfoil Series isn’t a popular event. If people started going to watch those matches, potential sponsors might be encouraged to get on board and grow the event, but it’s a vicious circle as people don’t see any entertainment value in going to the Sunfoil Series.”

A changing landscape
Heaton says the sport’s marketing space is changing as sponsors re-think their advertising spend.

“It’s not just about a logo on a shirt anymore, but being more strategic and building a relationship with customers. Passion fuels sport in South Africa and a brand has to earn the fans’ respect. Being relevant in the space and adding value to their overall experience are the two key challenges in the space,” says Heaton.

This is a sentiment shared by Richard Dunn, CEO of the Playmakers sponsorship agency; “Like the rest of the economy, things are changing in the sponsorship industry as brands start consolidating their sponsorship portfolios.”

Even though sponsorships can deliver fantastic commercial returns for brands, Dunn believes corporates would be under more pressure in South Africa to apply a “social compass” in the way they spend their marketing budgets.

Success down to consumers

Heaton believes a sport’s brand is succeeding when a “real brand love is born”.

“Any brand which can make the fan’s overall experience better or richer has a place in their lives, and will be voted for with their wallets. Conversely, when brands try to deliver terrible, irrelevant advertising to fans, it shows, and can completely backfire on the sponsor,” says Heaton.

For Dunn, it ultimately comes down to the commercial pieces of the puzzle; “these include ticket sales, merchandise sales, TV revenue, brand health et cetera. Great brands mean something to fans especially when teams are not performing well. The world is a tough place at the moment, but the great brands who listen to the consumer will ultimately rise above the rest.”

Do you work in sport’s marketing? Have anything you’d like to add? Tell us in the comments section below.