Sport our saviour

Big events have res­cued ad in­dus­try

Finweek English Edition - - Advertising & Marketing -

THANK GOOD­NESS for sport! All those in­ter­na­tional rugby, cricket and soc­cer events are prov­ing the saviour of the South African ad in­dus­try this year, boost­ing spon­sor­ship, event­ing, pro­mo­tions and ad­ver­tis­ing. Without it ad­ver­tis­ing would be in deep trou­ble. With it it’s only in shal­low trou­ble.

“We’re un­likely to see some­thing like this again,” says Franco Baro­cas, MD of sports and spon­sor­ship mar­ket­ing com­pany Match­world, “In six months we have hosted the IPL, and will be host­ing the Con­fed­er­a­tions Cup, the Bri­tish Lions and the ICC Cham­pi­ons Tro­phy (be­cause Pak­istan can’t host it).

“We’ve also had the Aus­tralian cricket tour – and there’ll be an Eng­land tour at the end of the year, lead­ing up to the big one – the Soc­cer World Cup. It’s like the per­fect storm but played out against a back­ground of eco­nomic re­ces­sion. Without all of this we’d be fac­ing an ex­cep­tion­ally tough year.”

An un­ex­pected wind­fall was the vic­to­ri­ous Su­per 14 home fi­nal for the Blue Bulls. Spon­sor Vo­da­com was a ma­jor win­ner.

As it is, Baro­cas says he’ll be “dis­ap­pointed if Match­world doesn’t dou­ble its in­come this year”. But he con­cedes with clients such as Coca-Cola, Telkom and the City of Ekurhu­leni – all Soc­cer World Cup spon­sors – he’s “one of the lucky ones”.

The mar­ket­ing world is cur­rently two worlds. “It’s di­vided into those who are part of 2010 and those who aren’t,” says Justin Samp­son, CEO of spon­sor­ship mar­ket­ing com­pany Exp. “We’re driv­ing one strat­egy about 2010 but also looking for other op­por­tu­ni­ties.”

How­ever, Samp­son warns the sport­ing boom may be a false dawn. “The trend among our clients is to be con­ser­va­tive about spon­sor­ship and event ex­pen­di­ture dur­ing 2009 in or­der to mar­shal their re­sources for 2010. My con­cern is they’re sav­ing now and

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.