Sport Industry Group

SAIL repackages stadium branding rights- 25 Jul 2012 00:00:00

SAIL has announced five partner packages available for the Soccer City Complex, FNB Stadium as well as three for Orlando Stadium.

SAIL, through its partnership with Stadium Management South Africa (SMSA), are the commercial rights agents for Rand Stadium; VW Dobsonville Stadium; Orlando Stadium and the Soccer City Complex, FNB Stadium and has packaged an exclusive naming rights partnership to Orlando Stadium, in conjunction with the other stadium partnerships on offer. 

The multi-purpose stadium has a capacity of 40,000 and is most notable for hosting the FIFA World Cup Kick-off Celebration Concert and for hosting the 2010 Super 14 semi-final and final, and will host 14 Orlando Pirates Absa Premiership home games at Orlando Stadium.

SAIL CEO Justin Sampson explains why he believes that South Africa’s most popular venues can and should capitalize on the commercial opportunities around the respective stadia in the same way that international brands such as Manchester City, Real Madrid and Bayern Munich do.

‘We have worked tirelessly towards creating partnership packages with the stadia that are simplistic in their layout yet effective when activated. In the past brands that advertised at stadiums did not receive their full value return due to clutter and ineffective positioning and activation. Our team has studied the overseas sponsorship and marketing models and built packages that will see a handful of brands dominate the television screens at a time, as opposed to the large number of brands previously viewed.’ 

‘There will be a streamlined marketing approach from a maximum of five stadium partners at Soccer City Complex and three at Orlando Stadium leaving the fan less cluttered, confused and flustered, hence leaving a more positive impact on his event experience.’

The multipurpose Soccer City Complex, FNB Stadium has hosted some of the biggest sports and entertainment events in the country. Building on the successes of the 2010 FIFA World Cup and major international shows such as U2’s 360 Tour, Kings of Leon and the Eagles, the stadium offers potential sponsors significant exposure and genuine engagement with current fans and potential customers. With a capacity in excess of 94 000, Soccer City will host the Carling Black Label Cup, Castle Rugby Test Championship featuring the Springboks and All Blacks in October, 12 Kaizer Chiefs Absa Premiership games, both Soweto Derbies, Bafana Bafana games, domestic Cup finals and Lady Gaga’s Born this Way Ball in November. 

Sampson goes on to explain that the sponsorship market has been growing at a rate of 22 percent per annum since 1986.

‘There are more than 1 000 companies involved in sponsorship agreements, with 30 companies accounting for 50 percent of the sponsorship market. Last year there was direct sponsorship spend of R642 million with a further R530 million spent on promotional campaigns around those sponsorships. With investment returns as high as 8 : 1, I have no doubt that our brands can experience the success in terms of these venue partnerships that we see with the same likes of Etihad Airways, Reebok, Emirates Airlines and Allianz.’