Nielsen Sports South Africa has a new Commercial Manager, so let’s get to know him…
Q: What attracted you to the Nielsen Sports SA job?
A: Working in the sports industry is an absolute dream come true for me, being a sports fanatic. Nielsen Sports is a leading source of sports measurement and analytics around the world, so working for a globally-recognized company was definitely a drawcard.
Q: What have you learned about the South African sports industry in your first few months in the job?
A: Firstly, I never realised how much of an impact media valuation has on measuring return on investment of sponsorship deals. Also, the importance of market research and how data can equip rights-holders with decision making data. I’ve also seen how, in addition to its social impact, the sports industry is also a crucial contributor to South Africa’s economy, with sports-related businesses and activities generating substantial revenue and creating employment opportunities.
Q: As Commercial Manager, what’s your priority?
A: It includes assuming responsibility for all commercial relationships with clients, with direct oversight of sales. I am also in the process of contributing towards and working closely with sponsorship valuations and economic impact studies. Ultimately, my goal is to drive revenue growth and build strong relationships with clients, while ensuring that the company’s research and analytics capabilities remain at the cutting edge of the industry.
Q: How would you describe the first few months of 2023 for Nielsen Sports SA?
A: It has definitely been interesting. Having finished my audit articles last year, the industries are worlds apart. Getting to grips with sports jargon has definitely been a challenge, as this is the world of acronyms! The Nielsen team has helped me immensely to find my feet, and I look forward to exploring all aspects of the sports industry.
Q: You joined Nielsen Sports from PKF Octagon. What sort of grounding did your three years there give you?
A: My three years of articles definitely taught me about hard work and long hours. My auditing background has definitely helped me become more organized and improved my ability to manage tasks and multitask. While you are thrown in the deep end having to manage clients, partners, and work colleagues, in hindsight, it really helped prep me for my first job post-articles. With concluding my articles and becoming eligible to register as a CA (SA), I feel that the industry has laid the foundation for me to tackle anything.
HAVE YOU ALSO READ?: Getting to know – Gavin Crookes
Q: What’s your view on the state of the South African sports industry, from a commercial point of view?
A: The South African sports industry is an industry that has immense potential to generate significant revenue and employment opportunities through sponsorships, advertising, and broadcasting rights. The development of sports-related infrastructure has also contributed to economic growth. The Covid-19 pandemic has had a major impact on the industry, leading to the cancellation or postponement of many events and causing revenue losses for sports organizations and related businesses. Despite the challenges posed by the pandemic, the industry has demonstrated resilience and adaptability by finding innovative ways to engage with fans and generate revenue through digital channels. The South African sports industry remains a vital contributor to the country’s economy, with significant potential for growth and innovation in the future.
Q: Whilst you’re relatively new to the research space, do you have a view on the role it plays in the SA sports industry?
A: Research is critical in the sports industry from a commercial point of view, enabling organizations to make informed decisions, identify growth opportunities, and create innovative solutions. However, research can be underrated if rights-holders and brands do not know how to effectively use the data to meet their objectives. It is essential to understand the potential benefits of research and how it can be used to drive success in sponsorships and fan experiences. Simply having data presented in a visually appealing way is not enough; it must be understood and effectively utilized to achieve desired outcomes.
Q: What about your personal sporting interests, favourite teams, players etc?
A: At school I was an avid rugby, cricket, tennis and track athlete. A bit of a jack of all trades, but master of none. I loved watching Roger Federer throughout his tennis career. His behaviour on and off the court was testament to his reputation as ‘the gentleman of tennis’. My favourite soccer team is Manchester United.
Q: Outside of sport, your personal interests?
A: Spending time with friends and family is always my first priority.
Q: Early mornings or late nights? And what’s your ‘go-to’ to deal with stress and unwind?
A: Early mornings. Naturally I love watching sport, with attending matches being first prize. A game of tennis and listening to an array of podcasts helps me unwind.
