Finweek English Edition - - COVER STORY - Pin your colours to the mast. soc­cer is a so­cial sport life!” courier beer “Amakhosi for Buc­ca­neers “Once a Pi­rate, al­ways a Pi­rate.”

A com­bi­na­tion of the ef­fect of the FIFA World Cup and that his­toric night of 22 May 2010, when the Bulls played the Su­per 14 rugby fi­nal at the FNB Sta­dium, white South Africans have sud­denly be­gun ven­tur­ing into Soweto to watch sport and sup­port lo­cal soc­cer. How­ever, 90 000 amped up fans won’t take too kindly to random cries of “Feeeeeessssh!” and “Ishi­bobo!” – sim­ply be­cause you heard them on TV once – and it only makes sense for Fin­week to equip you with the know-how to sur­vive your first Derby. First up, You’re ei­ther Chiefs or Pi­rates – you are not there “for the love of the game”. Sec­ond, – try and get a group of 30 to 40 friends to come with you to sup­port. The last thing you want is to be the lone white guy sit­ting be­tween se­ri­ous spend­ing power. And spend they do. In May 2012 the Soweto foot­ball giants scored the big­gest spon­sor­ship deal ever in the his­tory of South African foot­ball, with cel­lu­lar net­work provider Vo­da­com ex­tend­ing their spon­sor­ship. The deal, es­ti­mated at R1bn, will be in place un­til 2016. This has more than tripled from the orig­i­nal R30m per year that Vo­da­com orig­i­nally com­mit­ted to in 1998.

Es­sen­tially, each club re­ceives about R100m each year and foot­ball pun­dits say this is well in line with in­ter­na­tional trends. For a bunch of rowdy Pi­rates and Chiefs fans and try­ing to play peace­maker. Even worse, you don’t want to be the lone white guy sit­ting be­tween a group of fans and the drink ven­dors and hav­ing to play all af­ter­noon. Drink or (maize beer) – wine will get you into trou­ble. Chiefs are also known as (peace-lov­ing peo­ple), which is rep­re­sented by the peace sign. When Chiefs win it is im­por­tant to tweet

to en­sure you gain a more di­verse Twit­ter fol­low­ing. Pi­rates are pop­u­larly known as the or the Ghost, which is rep­re­sented by crossed arms. Pi­rates sup­port­ers say: ex­am­ple, English foot­ball club Tot­ten­ham Hot­spur and Ital­ian giants AC Mi­lan each re­ceive roughly R136m from their re­spec­tive main spon­sors.

In an in­ter­view with Fin­week, Enzo Scar­cella, head of brand, com­mu­ni­ca­tions and mar­ket­ing at Vo­da­com, said the clubs have mil­lions of die hard fans, which are the prime mar­ket for the telecom­mu­ni­ca­tions f irm. “We had to buy ac­cess from Chiefs and Pi­rates in the form of a spon­sor­ship to be part of this loyal, vi­brant fam­ily, not just to achieve brand aware­ness but saliency and rel­e­vance,” he ex­plains.

Scar­cella says one needs to be care­ful when bandy­ing around the R1bn fig­ure as this is not purely a mon­e­tary in­vest­ment as it also in­cludes other ac­ti­va­tions and mar­ket­ing ef­forts. The spon­sor­ship agree­ment be­tween the mo­bile firm and t he Soweto foot­ball giants has two com­po­nents. One of such is the head­line spon­sor­ship for brand­ing pur­poses and the other a com­mer­cial


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