Sport Industry Group

14 Apr 2010

Ross Faragher-Thomas, managing director of Virgin Active South Africa, explains how the South African sport industry has been impacted by the arrival of the World Cup on its shores.

Q. What is the biggest benefit that the World Cup is having on South Africa?

Sport is a massive part of the DNA of our entire country. However the individual sports polarise South Africans. Football and rugby are segregated from an early stage at school level. This is the biggest benefit of the World Cup. We’ve seen a substantial shift with football hitting different demographics and audiences. It’s helping to unite the entire country. 

Q. Have you noticed a change in the way that sport is being marketed in South Africa in light of this summer’s tournament?

Sports brands are looking to widen their demographic. The female market and the family market are being targeted much more than ever before. As result, I’ve noticed that the entertainment component of sport has also become a bigger focus than in the past. Whilst there has always been interest and investment in South African sport, this is now being backed up by a passion and enthusiasm for the opportunities that sports marketing can create.

Q. Has the World Cup brought about investment in South African sport from new sectors?

We have certainly seen a number of challenger brands entering into the market specialising in niche services outside of the mainstream. This has been prompted by the emerging demographics that sport in South Africa is now reaching. It has made sport more appealing to more brands.

Q. How has the global appeal of the World Cup affected the way that brands approach the South African market?

The worldwide appeal of the tournament has had a massive effect on South African business. All of a sudden South Africa has become the global platform for brands to market themselves. Those global brands already operating here have a massive advantage as local knowledge is key. They will be the ones that manage to cut through the clutter around the tournament and make an impact.

Q. Has the sophistication of sport marketing campaigns improved as a result?

The World Cup has undoubtedly raised the bar standard-wise. There is still some way to go but the level of activity is decent. It’s not just been the World Cup however that’s had this effect. The Super 14 and the recent Indian Premier League being hosted in South Africa have improved the overall standard of strategies and I have no doubt that this will continue to improve even after this summer’s tournament.

Q. What specifically has Virgin Active got planned for the World Cup?

I can’t reveal too much at this stage but we’ll be looking to use our network of health clubs across the country as our primary asset. We will be hosting players and sport stars to showcase our facilities and we’ll also have a number of visitors and international guests to tap in to. For these audiences we’ll be looking to highlight the benefits of global membership and being part of the Virgin Active family.

Q. As a key member of the judging panel and the title sponsor for the Virgin Active Sport Industry Awards, what are the main attributes you’ll be looking for from a successful entry?

The successful brands will be those that have identified the return on investment that they want from their marketing spend. Their bang for their buck if you like. I’ll also be looking for how a brand has positioned itself in relation to the customer. Whether there has been an authenticity and trust established through the marketing communication.