By Rakhee Naik. Sport is one of the few things that connects South Africans across age and background. How we watch and engage has changed, but the passion that drives it hasn’t.
South Africa’s sporting culture runs deep. While each generation experiences sport in distinctly different ways, from how they watch to what they expect from athletes, our survey using YouGov Profiles (which tracks internet-connected adults aged 18+) reveal a common thread – a shared passion for sport that creates opportunities for brands willing to engage authentically.
The evolution of sports consumption
In just a decade, the way South Africans consume sport has changed completely. Once limited to fixed TV schedules, fans can now watch almost anything, anywhere. Seventy-two percent agree it’s far easier today to access a wide range of sports on TV, thanks to dedicated channels, streaming platforms, and on-demand services.
But even as digital options multiply, live TV still dominates. Seven in ten South Africans prefer watching sport the traditional way — though cracks in that habit are starting to show. Social media now follows closely behind, with 63% using it to engage with sport, led by Gen Z at 70%. And nearly half of South Africans (49%) believe streaming beats live TV altogether, rising to 54% among Millennials, a sign that viewing habits are shifting toward digital-first.
Generational divides and shared values
South Africans may share a deep love of sport, but each generation brings its own perspective. When it comes to athlete behaviour, 71% agree that professional sportspeople should behave like role models. Among Gen X and Baby Boomers that figure climbs to four in five), compared to just 62% of Gen Z. This suggests younger audiences may have a more nuanced view of celebrity influence and accountability, or simply different expectations of public figures.
Yet on matters of participation and inclusion, the generations are firmly aligned. Most Gen Xers (85%) and Millennials (82%) encourage their children to play sport, while 79% across all age groups agree that schools need to encourage children to participate in sports. That shared belief points to something bigger than fitness — a recognition that sport builds focus, discipline, resilience and confidence, skills that spill over into classrooms and everyday life.
There is a united call for inclusivity. Historically, many groups have been underrepresented in sports due to gender, race, socioeconomic background, or disability. Today, 81% across all generations agree that sports need to be more inclusive, offering everyone a fair chance to discover and develop their sporting talents. People want a sporting culture where anyone with the drive and ability can find their place.
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The sponsorship opportunity
Sport remains one of the most powerful connectors between fans and brands across generations. Sixty seven per cent of South Africans take notice of brands sponsoring sporting events, rising to 72% among Millennials. And that awareness often turns into support: 72% of people back their teams by buying from their sponsors — even higher among Gen Z (77%) and Millennials (74%).
This is active brand advocacy driven by fandom. When fans love their team, they extend that loyalty to the brands supporting it. And they’re paying attention – 55% of Gen Z, 54% of Millennials, and 51% of Gen X notice sponsors of sporting events. The near-equal percentages across these generations demonstrate that sponsorships cut through age differences, whether younger or older, audiences are equally aware of sponsor presence.
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What fans expect from brand partnerships
South African sports fans have clear expectations about how brands should engage with their passion. A majority (57%) prefer brands that stick to sponsoring one team, with Gen Z and Millennials noting a strong sentiment. This suggests that authenticity matters – fans can spot opportunistic brand switching and don’t appreciate it.
They’re also watching how sponsors show up. An impressive 71% love seeing their favourite teams having ”cool sponsors” a sentiment that resonates across generations (70% Gen Z, 74% Millennials, 65% Gen X). This highlights the significant role that athletes and teams continue to play in driving brand preference. The right partnership doesn’t just gain attention, it enhances how fans perceive both the team and the brand.
From awareness to action
The impact extends beyond awareness and preference into tangible consumer behaviour. Almost half of South Africans (48%) have checked out a sponsor’s social profile, a third (33%) have made a purchase, and 30% have looked for more information about the brand. Younger fans, especially Gen Z and Millennials, are the most likely to turn enthusiasm into action.
While only a quarter of South Africans are neutral on the topic, 59% believe they deserve special discounts from sponsors, significantly rising to 64% among Millennials. This expectation reveals an implicit contract: if brands benefit from fan loyalty, fans expect something tangible in return.
Looking ahead
South Africa’s sports culture keeps evolving, but its ability to bring people together hasn’t changed. For brands, that unity is the real opportunity. Sponsorship works best when it feels part of the game — not a logo on the sidelines. Fans respond to brands that show up authentically, consistently, and with genuine respect for the communities they’re joining. And they offer loyalty that translates directly into preference and purchase behaviour.
The question isn’t whether sports sponsorship works in South Africa – the data confirms it does, powerfully. The question is whether brands have the discipline to do it right: choosing partnerships that align with their values, committing for the long term, and showing up in ways that feel cool, authentic, and worthy of the teams that fans love.
Those who understand this will find themselves not just sponsoring sport, but becoming genuine members of South Africa’s rich sporting culture – welcomed by fans across every generation.
Methodology:
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world. More than 2,600 variables are available in South Africa.
Dataset: 2025-09-14
Population: Nationally representative sample of South African adults, aged 18+ n~7599, Gen Z
(18-27) n~1768, Millennials (28-44) n~4564, Generation X (45-60) n~1091
Rakhee Naik is a managing consultant: Insights at KLA.
