If you love sport or are lucky enough to work in the sports marketing industry, you sure are in for a treat this year!
2023 has so much to offer and we can't wait to see how it all unfolds.
Here is Tex's Take on the SA Sponsorship Landscape in 2023.
2022 finished with sponsorships and partnerships that sent a message to the sports commercial landscape that South African brands are moving out of the economic recession of the COVID-19 pandemic and are showing signs of investing in opportunities that fit their brand strategy to increase their returns and awareness.
Contact data is also playing a huge role on how brands push their product campaigns using sport sponsorship as their platform of choice.
We saw Jonsson Workwear announce their team jersey sponsorship of DSTV PSL team SuperSport United in December and the team recently announced Fintech iKhokha as their sleeve sponsor.
This is an indication that there is a shift in the market place and we anticipate that more brands will follow the Jonsson Workwear lead where value meets opportunity.
This year will be a big one for South African women’s national teams: Banyana Banyana at the FIFA Women’s World Cup in Australia and New Zealand from 20 July to 20 August 2023, the Momentum Proteas Women’s Cricket side in the ICC Women’s T20 World Cup at Newlands, St. Georges Park Cricket Ground and Boland from 10 February to 26 February 2023 and the Spar Proteas in the Netball World Cup Cape Town from 28 July to 6 August 2023.
Women’s Sport has taken a huge step in the sports market and continues to grow. The achievements of Banyana Banyana in winning WAFCON ignited the passion and love of football again, a sport followed by millions in our country, across Africa and around the world. Brands will capitalise on this as the team prepare for the FIFA Women’s World Cup. The same will apply to the Momentum Proteas and Spar Proteas as they gear up to take on the world on home soil.
Another sector that is benefiting from the post COVID-19 resurgence is sports in-stadia hospitality. I recently attended the Orlando Pirates vs Mamelodi Sundowns DSTV PSL match at the iconic Orlando Stadium. The match was sold out and the hospitality facilities were packed to the brim.
With the upcoming Soweto derby looming at the end of February 2023, we can definitely be sure that another sell out is on the cards. Corporates are investing in these product channels once again and continue their client entertainment and networking models. Nothing beats have your clients attention for 3 hours in a day! Or better still, 5 hours or more if you include entertaining at the successful Betway SA20 League that has taken the market by storm.
The Vodacom Bulls, DHL Stormers and Cell C Sharks are all on track to make the play offs of URC. This offers excellent value for brands to communicate with the rugby mad audience and associate themselves with rugby and these powerful well run franchises – digital advertising space and stadium branding is virtually sold out in their respective home stadiums.
Another highlight in the SA sporting landscape will be when the Springboks jet off to France to defend the IRB 2023 Rugby World Cup that will take place between September and October. The Boks have a commercial sponsorship model second to none and have a very big chance in defending the Webb Ellis Trophy.
The Comrades Marathon is the world’s largest and oldest ultramarathon race and entries for the 2023 race are sold out. Brands involved will have excellent mileage to leverage their sponsorships, with new brands knocking on the door to get involved. A great South African product that attracts runners from around the world.
2023 will be an exciting year for SASCOC and Team South Africa, with a new major sponsor about to be revealed that will further assist in the growth of the Operation Excellence Programme that has made dreams come true for our athletes coming from grassroot levels and enabling them to compete with the best in world.
More Sponsors are following Mr Price Sport’s lead and are taking huge interest in investing in Team South Africa – 2024 is an Olympic & Paralympic (Paris) year and in between now and then SASCOC will deliver Team SA to over 9 major Games. Opportunities to be involved are vast & long term sponsorships will provide good bang for your buck leading to Los Angeles 2028 and beyond.
Notwithstanding all the exciting events and opportunities available in our sports sponsorship landscape, let’s not forget that South Africa is currently hosting the FIH Indoor Hockey World Cup from 5-11 February 2023.
Very exciting times ahead in 2023, and I hope to see you on the journey!
To chat further, or for more information on any of these opportunities, email me on email@example.com