By Carey Finn. The short answer? More than eyes, it’s about engagement.
“Nothing beats the thrill and excitement of a big sporting spectacle,” says Patrick van Schoor, head of sales for sport, at DStv Media Sales. “Where else can you tap into the soul or DNA of a person? Sport has the power to unite people and cross any divide. Wearing your supporter’s jersey, you’re part of the team and on the pitch.”
Marketers and brands understand the value of sport spend well, says van Schoor. “Apart from the obvious benefits of big audience reach, [sporting] events afford a massive opportunity to connect with consumers,” he explains. “Through clever storytelling, brands can associate with — and leverage — world-class athletes and events to win the hearts of people, or even a nation.” As an example, he cites Checkers Sixty60’s acclaimed sponsorship of the 2023 Rugby World Cup on SuperSport.
Total TV ad spending on sports channels, including SuperSport, ESPN, and SABC Sport, amounted to R3.16 billion from January to December 2023, according to Carat data. SuperSport took the lion’s share at R3.1 billion, followed by ESPN with R55 million and SABC Sport with R5.7 million. More than 1,000 brands contributed to SuperSport’s revenue, according to the 2023 South African Sports Review by Nielsen Sports SA.
“Sport enables significant reach for brands across the continent,” says Graham Deneys, chief strategy officer, media brands, at Dentsu. “Alongside this reach is a powerful resonance, as the many leagues and tournaments drive strong emotion and reaction. Being a part of this environment ensures a passionate, attentive, and engaged audience, especially on match day. Specifically, sport sponsorship enables additional opportunities for brands to engage within a key passion point, on and beyond match day, through activations and campaign mechanics.”
Connecting in real time
“Sport remains one of the last strongholds of live viewing, allowing brands to connect with an audience at a specific time,” adds Struan Campbell, founder and CEO of Levergy. “While most advertising has become avoidable and skippable, live sport ensures visibility and audibility.” Sport also offers advertisers the opportunity to target effectively, he says. “Understanding specific sports codes allows for a precise overlap with your target market, based on the demographics of the fan community,” he explains.
Success hinges on real connection, though, Campbell adds as a caveat. “Sport can help brands land values and attributes that they share with teams and individuals more effectively,” he says. “However, there is a significant difference between trying to sell with clichés and resonating through authentic links. This positive association can lead to increased brand loyalty and a stronger emotional connection with consumers.”
Beyond brand wallpaper
Glen Attwell, Africa media director at EssenceMediacom and Coca-Cola client partner, notes that many big brands still struggle with connection. “It is evident that the future of many brands’ success lies in their ability to capture the next generations of consumers, but what does that actually entail,” he asks. “There’s a new generation coming through that demands a lot more from brands than just the products themselves. To succeed, brands will need to show real value, with product often taking a backseat to authentic experiences and connections.”
Attwell speaks to sport’s long history of being one such “passion point” which brands are able to leverage for deeper connection. “The key is to let sport take centre stage, with brands amplifying and enhancing the experience,” he says. “When we shift our attention as marketers from disrupting to amplifying — authentically and subtly becoming part of the memorable moments as opposed to disrupting them — this is where true long-term magic lies.”
“The value of sports advertising lies in understanding fan pain points and consumption habits, as well as being knowledgeable about the sport’s nuances,” adds Campbell. “This understanding separates a mere media buy from a genuine fan connection, leading to two very different ROIs. The key is to add value and deliver authentic messages to the core audience, rather than being ignored as irrelevant wallpaper.”
Broadcast battle ahead?
The way sports fans consume content has changed, and media strategies must evolve to keep pace. Tumelo Selikane, managing director of Nielsen Sports SA, points out that there has been a marked shift from traditional linear TV to OTT, streaming, and short-form social media content. “Fans consume sports content from multiple devices while on the move and social media platforms, offering ‘snackable’ content and highlights instead of a full broadcast,” he says. “Additionally, the ongoing trend of second and third screen use is high, and is likely to continue. Fans’ attention is split. Brands need to be aware of this.”
“The sports broadcasting model is changing quickly, with several streaming giants and digital platforms battling it out alongside traditional television networks for the broadcast rights to some of the biggest leagues and events worldwide,” adds Deneys. “Showmax has just launched its Premier League, mobile-only, streaming product across the continent, which includes traditional TV advertising assets like squeezebacks. And even though it didn’t end up going ahead, the Mike Tyson versus Jake Paul boxing match was a Netflix-only affair. DAZN also has a solid offering in the sports streaming arena with a focus on boxing, golf, and the NFL to name but a few. This trend should continue, as data costs adjust and the streaming services continue to grow.”
Carey Finn is a contributing writer to MarkLives MEDIA and MarkLives.com.
