Johannesburg, South Africa – March 6, 2025 – New research from Brand Finance Africa reveals that sports sponsorship in South Africa is significantly undervalued, with brands primarily focusing on reach rather than deeper engagement and value creation.
Brand Finance Research: Unlocking Untapped Potential In South African Sports Sponsorship
The Brand Finance SA Sports Fans Research 2025 highlights key opportunities for sponsors and rights holders to achieve a greater return on investment (ROI) by better understanding and catering to South African sports fans' evolving needs and preferences.
South African sports fans are world-class, diverse, and fiercely passionate, offering unique opportunities for brands to engage with a dynamic and ever-changing market. This presents an exceptional opportunity for brands, particularly those with smaller marketing budgets, to build a consistent presence across multiple sporting codes, thereby amplifying their reach and impact through strategic partnerships.
The Untapped Power Of The Female Sports Fan
The research reveals that South Africans have a high level of sports interest, with fans following an average of 11 different sports. One of the most exciting and untapped opportunities lies in the realm of female sports fans. Women represent a substantial portion of the sports fan base in South Africa, particularly in cricket and rugby, where 53% of fans are female.
However, the marketing and sponsorship sectors have historically overlooked this powerful demographic. The research highlights a clear need for a more targeted and nuanced approach to engaging female fans, especially across social media platforms.
This means crafting tailored content that resonates at team and competition levels. For instance, while 53% of football followers are female, only 40% are “die-hard” fans, revealing a significant growth opportunity for brands willing to invest in this segment.
Women’s sports are experiencing significant growth globally, yet South Africa has yet to fully capitalise on this emerging trend. Female fans demonstrate greater loyalty to women's teams and leagues, particularly in sports like rugby and cricket. As traditional fan bases in these sports are ageing, this creates an opportunity for brands aiming to engage younger audiences, presenting a promising avenue for long-term, sustainable growth.
Betting Brands: A Surprisingly Positive Response Among Sports Fans
In a surprising turn, the research reveals that betting brands hold a more favourable perception than many may have anticipated. A significant 67% of South African sports fans believe that betting and gambling brands should continue sponsoring sports teams or leagues, a number that rises to 72% among female fans.
Additionally, 80% of sports fans believe betting enhances the excitement of the game. While moderation and responsibility remain key, the findings suggest that betting brands have a well-established place in South African sports, providing further avenues for partnership.
Building National Pride Through Sports Sponsorship
Beyond fan engagement, sports sponsorships have the unique ability to contribute to national pride and unity. A staggering 94% of South African sports fans believe that victories by national teams have a net positive impact on the country.
For brands, this means aligning sponsorship strategies with nation-building efforts, supporting national teams, and capitalising on the global exposure that international sports offer. By doing so, brands enhance their visibility but also play a pivotal role in strengthening South Africa’s global image with soft power, describing how a country can achieve strategic objectives by increasing its appeal, rather than resorting to coercion.
Moving Beyond Eyeballs To Drive Real Business Value
To leverage these opportunities, brands should reconsider their strategies to include tailored campaigns for female fans, invest in the growth of women’s sports, and explore responsible partnerships with betting brands to enhance the fan experience.
Additionally, integrating nation-building objectives into sponsorships and leveraging sports as a tool for tourism can elevate brand value, foster national pride, and attract a broader, more diverse audience.
“Our research provides critical insights into shaping effective sponsorship strategies. It’s time to shift the focus from simple reach metrics to meaningful engagement, brand perception, and business growth. South African brands have access to loyal audiences, yet sports sponsorship is ripe for innovation. By understanding the nuances of the South African fan base and embracing opportunities like women's sport, strategic partnerships, and sports betting, brands can unlock significant value and drive meaningful business results,” says Jenny Moore, Strategy and Insight Consultant who conducted the research on behalf of Brand Finance Africa.
“South African sports represent a rich, multifaceted landscape for brands to explore. The time is now for businesses to act and make their mark in this evolving sports economy, driving long-term success and contributing to the continued growth and vibrancy of our South African sports culture,” she adds.
