Flash Sponsorship represents The European Sponsorship Association (ESA), who offer the only diploma qualification in sponsorship and sports marketing in the world – the ESA Diploma. Education in the sponsorship industry in South Africa is a key pillar of our business, as we strive to level the playing field, inspire, unite and grow the industry locally. With over 30 graduates already from South Africa, many of whom have taken leadership positions across rights holders, agencies and brands, we are confident about the positive trajectory of the industry and the leaders driving excellence in sport sponsorship.
“We are delighted to announce, and introduce to you, the recipient of the Flash Sponsorship 2024 ESA Diploma Student Scholarship, Nkosinathi Masina, or Nathi as he calls himself.” says Business Director, Gillian Fraser (Dip ESA) . “Nathi has already proven his commitment to education and upskilling himself for the better of his community and we couldn’t be more proud of him as he works towards his dreams of developing sustainable programmes for deaf sports in townships.”
Nathi hails from Katlehong and while studying part-time towards his ESA Diploma, he is Head of Security for an IT company. In his spare time, he volunteers as the Sports Program Manager for Kasi2Kasi Games – an NPO organization that develops school sports and para-sports (deaf sports) in townships. Their mission is to revive and introduce new and different sporting codes in the townships such as Deaf Padel.
His goal after completing his ESA diploma is to expand his knowledge in sports sponsorship so that he can fully immerse himself in the Sports industry.
Before embarking on the ESA Diploma, Nathi first successfully completed the Red & Yellow Creative School of Business’ Sports Sponsorship Marketing Certificate and as such has an understanding of how to leverage sponsorship for marketing, how to measure the impact and success of a sponsorship campaign and how to assist sponsors in achieving their marketing objectives.
Ultimately though, Nathi wants to better understand the South African Sponsorship Industry so that he can positively contribute to securing sponsors and make deaf sports and school sports development sustainable from a grassroots level. In order to achieve this, Nathi needs to develop a commercially viable sports programme that is sustainable and can impact kids in the townships for the betterment of society.
“Sport is a tool that can transform the world for the better if used correctly” says Nathi. “Role Models and Mentorship play a crucial role in the children’s lives, but equally so, to us as adults trying to make a difference. The role model that stands out in the deaf sports community is Buti Mofokeng SAFDA Technical Director. He has been very crucial in developing deaf sports across South Africa, so much so that he has made sure that the South African Deaf team participates and represented in Deaflympics under the auspices of SASCOC,” he continues.
“I will forever be indebted to Flash Sponsorship”, said Nathi, “for giving me this once in a lifetime opportunity that enables me to learn and do what I love. The opportunity means a lot to me and will unlock many other opportunities for me in the sports industry. I hope to have access to and gain more relevant experience in the sponsorship industry anywhere I can”
And in testament to uniting, inspiring and growing the industry, two of our esteemed ESA Alumni, Seseki Itsweng , Class of 2020 and MD of Openfield Marketing; and Tumelo Selikane, Class of 2022 and MD of Nielsen Sports SA, both stepped up to mentor Nathi and the other students in the class of 2024.
Seseki shared that
“Having spent quite a few Wednesdays with Nathi, it is clear and obvious that he has a deep lying passion for sport and most importantly the will to use sport as a tool to uplift his society. We have spent most of time together discussion the role of sport in our society and the effects it could have on bettering the lives of not only participants but volunteers and thereby being a way to eradicate or at least assist in the eradication of youth unemployment. Nathi has shown that he manages to grasp concepts in the ESA diploma well, as he often relates what he has learnt through the course to practical SA examples or applies it to Kasi2Kasi. I am certain that Nathi will not only be a valuable member of the Sports and Sponsorship landscape in South Africa but will also grow Kasi2Kasi into one of the top SA based sport NPOs.”
Tumelo shared how the ESA Diploma course has had an impact on him –
“The European Sponsorship Association’s course proved invaluable, accelerating my understanding of the sports industry’s intricacies and positioning me as a top graduate from South Africa. The knowledge gained has been instrumental in forging powerful connections, attracting new clients, and solidifying my role as a sought-after speaker on industry panels, where I share insights backed by Nielsen Sports SA data. This experience has also fuelled my passion for mentorship, guiding a young student of my own and actively seeking opportunities to empower the next generation of sports industry innovators and game changers.”
Getting it know Nathi –
Nathi hails from Katlehong and his passion for sports started at an early age when he was inspired by his uncles who played soccer for Tembisa Santos FC with the former Orlando Pirates Football Club striker Jerry Sikhosana. He is further inspired by the contributions that have been made by his late uncle Chris “Roll-away” Ndlovu – former Pimville United Brothers (PUBS) Captain and Kaizer Chiefs midfielder.
His favourite team is Orlando Pirates FC. His favourite athlete is Akani Simbine. His favourite sportsman is Benni McCarthy because he has represented South Africa playing in Europe. No other South African player has surpassed his record to date of winning 1x Champions League and still coaches for one of the biggest teams in the world – Manchester United FC. Nathi is inspired by Dr. Irvin Khoza because he has built the best property in Africa – the PSL (DSTV Premiership).
Nathi has completed 5 of his ESA Assignments to date, with his final set brief project due in September.
Should you wish to contact Nathi to find out more about the impact that he is making in his community, and how you can help him, here are his contact details:
Nkosinathi Masina
My X handle is @MASINA360
LinkedIn https://www.linkedin.com/in/nkosinathi-masina-2a6268156/
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The ESA Diploma is an 8-month online course, administered by the European Sponsorship Association. The course’s flexible & web-based platform enables those working full-time to study when convenient, fitting in in amongst their work and life commitments.
South Africa has had 6 intakes to date, which have included representatives from brands (e.g. ABSA, FNB, Vodacom, Betway, Momentum, Multichoice, Hollard), rightsholders (e.g. CSA, Cape Epic, NBA Africa, V&A Waterfront, Advendurance), agencies (e.g. Openfield, Playmakers, MSC Sports, Treble Group), and research & insights provider, Nielsen Sport South Africa.
If you think this might be for you, reach out to Gill Fraser on gill@flashsponsorship.com
