The Head of Marketing, Commercial and Communications at Lions Cricket is a former SABC General Manager and Group Commercial Director at MSG Afrika Group, but seems to have found his niche in the cricket marketing space.
Q: Describe your job.
A: I wear three hats at any given time. First is to work with the internal team to describe and market our product offer, who we are, what we do, how we do it, why we do what we do, and aspiration. This fits under the marketing hat. Second is to sell the product – i.e. create tangible value for all our product offerings across all our stakeholders (partners, sponsors, public and private sector, NGOs, communities and public at large). This is my commercial hat. Last, but not least, is to be what I call a ‘noise maker’. This is both a push and pull strategy – working with an internal team to manage our entire communications strategy, including brand management. This applies to the corporate brand, sub-brands and related organisation intellectual properties.
Q: What does your daily routine look like?
A: It’s more of a weekly routine than daily. It’s starts off with our Monday 10am weekly department operational planning, where we track all weekly operational deliverables and set priorities for the week ahead. This is followed by our Tuesday 9am weekly management meeting looking at the organisational deliverables for the week that passed and week ahead. Conversations are strategic lead. Similar to most entities, we conduct our quarterly reviews across our entire value chain and track our strategic imperatives.
Q: What impact has the coronavirus pandemic had on your job?
A: Covid-19 continues to play havoc across our society, including loss of lives, loss of earnings and further deepening the poverty lines. Working with various communities has entrenched a sense of deep gratitude in me. I continue to be grateful at every moment.
Q: How have the Lions responded to the impact of Covid-19 on domestic cricket in SA?
A: Covid-19 has had a devastating impact on the union. We had to implement an unfortunate s189 in order to remain afloat. Saying goodbye to some of our loved family members was one of saddest moment in the history of the union. The impact of the decision has stretched to countless lives dependant on a single job or income. As management, we decided to look at the other side of the coin – where there’s despair an opportunity exists. It all started by re-defining why we exist as a union and unpacking our purpose. This set the tone and a change in strategy. Not only did we change the strategy, but we had to implement the plans at a rapid pace. We had to relook our brand proposition across cricket, stadium and the role within society. In May 2021, which was the start of our new season or fiscal, we launched our new brand proposition, ‘ONE TEAM, ONE STADIUM, ONE CITY OF GOLD’.
Q: How has the sports marketing landscape changed, as a result of Covid-19?
A: Exploring digital opportunities has never been so urgent. Covid-19 has forced all of us to aggressively implement digitally-led solutions, including sports. Investing in technologies that seek to bring engagement closer and seamless shall remain the endless pursuit. The virtual world with its pros and cons offers a plethora of opportunities, including gaming, virtual and augmented reality. As Lions Cricket, we are constantly engaging with all our partners and service providers to offer world-class solutions targeted at a 5G-connected stadium and engagements.
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Q: What’s your view on ‘content’ and the role it plays in the commercial operations of a sports organisation?
A: Lions Cricket has invested significant time, resources and talent in content management. As indicated earlier, Lions Cricket has embarked on a journey to re-imagine its purpose. A purpose not only in sport, but the role it can play within the society it exists in. Content being at the centre. We recently launched our refreshed digital platforms to offer interactive fan engagements – website, social media, and a YouTube channel, and we are working closely with CSA on a SA cricket fan mobile app. We are also in the process of implementing a CRM engagement solution and looking at various products that we can offer to market that seek to reignite the passion for cricket. This is on the back of the Mzansi Super League.
Q: What’s your approach to marketing and commercialising a sports team (Lions) and a stadium (Imperial Wanderers) simultaneously?
A: Reimagine the business of sport and we try to understand the partner’s business objective and how it fits in with Lions Cricket vision and ambition.
Q: Which sports organisations – either local or international – do you believe are getting it right, in terms of marketing and commercialising their product, and why?
A: Certainly, Formula 1 leads the pack when it comes to innovation and their approach to the game. Basketball takes an all-inclusive role, including players, the sport, the community and the values. Soccer, rugby and IPL have certainly changed the landscape of the industry and constantly seek to evolve and reposition the offering.
Q: What’s the best piece of advice you’ve ever received?
A: Focus on your mandate!
Q: Give us some insight into Wanele Mngomezulu – likes, dislikes, hobbies etc. Basically, what do you like to do in your downtime?
A: I hardly sleep, but when I do…I switch my phone off for days without a trace. I love a good meal and can try all dishes, except watermelon and cucumber! I want to be a pilot – it’s the love of flying and travelling. It remains a bucket list item! I like a good read and simply hanging out with friends and family.