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!

Hockey in South Africa has a rich history and a growing presence, but how does it fare in the competitive world of sports sponsorship?

In this episode of the SA Sponsorship Podcast, host Steven Mervis interviews Shaune Baatjies, interim CEO of SA Hockey, about the challenges and triumphs of hockey in South Africa.

From grassroots development to competing on the world stage, Shaune shares insights into the sport’s funding struggles, sponsorship gaps, and the impact of financial constraints on players and teams.

Can corporate South Africa support one of the country’s fastest-growing sports? Tune in to find out!

Want to connect with SA Hockey? Reach out to them here:

Email: ceo@sahockey.co.za

Tel: 011 268 1608

In the final episode of the year, host Steven Mervis is joined by Lindsey Rayner, National General Manager at Machine and judge for the Sport Industry Awards.

Together, they reflect on the highlights, trends, and key takeaways from the prestigious awards. From the evolving role of storytelling in sports sponsorship to the rise of women's sports and the impact of major tournaments, this episode unpacks the dynamics shaping the South African sports industry.

Don’t miss this engaging conversation that celebrates creativity, innovation, and the power of sports marketing.

In this episode of the SA Sponsorship Podcast, we welcome Olympian Emma Chelius to discuss her journey in swimming, her recent retirement, and the unique challenges and opportunities that come with sponsorship in South African swimming.

Emma shares personal insights on balancing a professional athletic career, the importance of financial backing in sports, and the often-overlooked life skill of swimming. From grassroots development to navigating the world stage, Emma provides a compelling look at the sport’s future in South Africa and the crucial role of sponsorship to sustain top-tier athletes.

Tune in for a deep dive into Emma’s inspiring story and her vision for supporting future generations in the pool!

In this episode, our host, Steven Mervis shares a clip from his recent interview on 702, where he dives into the SARU private equity deal. Steven offers a deep dive into the potential impact of this partnership on South African rugby, examining both the financial stakes and the cultural implications for fans.

Is this deal with an American investment firm the game-changer SA Rugby needs?

Listen in for Steven’s expert analysis of this high-stakes development in the world of sports.

Welcome to Season 3 of The SA Sponsorship Podcast!

In our first episode, we dive into the exciting new Betway Premiership, a major shakeup in South African football sponsorship. Our guest, Betway Head of Marketing, Mark Rowles, takes us through the journey of this partnership, from the surprise exit of DSTV to Betway’s innovative approach to elevating the local football scene.

Tune in and discover the transformative role of sports betting in South Africa, explore how Betway aims to elevate local football and gain insights into the future of sponsorship in the ever-evolving sports landscape.

Don't miss this opportunity to kick off the new season with an engaging conversation about passion, innovation, and the power of sports!