THE WHITE GUY’S GUIDE TO ATTENDING YOUR FIRST “DERBY”
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