In this episode of The SA Sponsorship Podcast, we sit down with Carla Massmann, Show Director for Comic Con Africa, to unpack how one of Africa’s biggest pop culture festivals is redefining the sponsorship game.

From authentic fan-first brand partnerships to the unique rise of gaming in the Comic Con experience, Carla shares lessons on building immersive, meaningful activations and why understanding the audience is everything.

Whether you're a brand looking to enter the pop culture space or a marketer chasing engagement beyond billboards, this episode is your blueprint.

In this episode of The SA Sponsorship Podcast, host Steven Mervis interviews Kirby Gordon, Chief Marketing Officer at FlySafair. They unpack the airline’s bold approach to sponsorship, starting with their strategic partnership with the Springboks during one of the team's lowest points, and extending to their more recent involvement with Cricket South Africa.

Gordon shares how FlySafair used these partnerships to build credibility as a brand, and how their sponsorship objectives have evolved as they’ve grown into a market leader. The conversation explores the thinking behind their decisions, the power of iconic activations like stadium flyovers, and the importance of effective sponsorship leveraging.

Kirby also offers valuable advice for both brands and rights holders navigating today’s sponsorship landscape.

In this episode of SA Sponsorship, host Steven Mervis sits down with Joe Hamman, founder of Novus Group, to explore the critical role of media monitoring in measuring sponsorship value.

From tracking brand visibility on Springboks jerseys to analysing social media buzz, Joe reveals how Novus Group quantifies ROI for sponsors. Discover why South Africa’s sport-loving nation offers a cost-effective way to boost brand exposure, learn key drivers of sponsorship value, like audience relevance, and hear real-world examples, including Castle Lager’s 250M ZAR return from Proteas sponsorship.

Joe also shares insights on emerging technologies like AI and social media analytics shaping the future of sponsorship measurement. Whether you’re a brand or rights holder, this episode offers actionable advice to maximise your sponsorship impact.

Contact Novus Group at info@novusgroup.co.za or visit www.novusgroup.co.za for more information, or email us at podcast@mscsports.co.za with questions!