South Africans remain highly engaged and interested in sport, but brands and rights-holders have to keep working hard to understand them and adapt their offerings, in order to remain relevant and attractive.
That was one of the key findings from Nielsen Sports South Africa’s ‘2023 South African Sports Review’ report, which was completed recently and is now available for purchase.
It goes on to state that “brands, federations, rights-holders and broadcasters are still capitalising on South African viewers’ vibrant sports culture”, particularly with 2023 being an eventful year for sports fans, with highlights including the Africa Cup of Nations and the Rugby World Cup.
The 2023 South African Sports Review highlights significant trends and emerging patterns within the sports industry, providing a resource for brands, sponsors, and sports organisations aiming to understand and engage with South African lifestyle and sports fans.
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“Brands and rights-holders are working increasingly hard to gain and retain attention among sports viewers in South Africa,” says Nwabisa Sauls, Senior Commercial Manager at Nielsen Sports. “This reinforces that, more than ever before, brands with the most up-to-date, data-driven insights into fans and audiences’ behaviour and preferences will come out on top. Armed with accurate data, these forward-thinking brands can spot and take advantage of the opportunities, avoid the pitfalls, and make the most of these changing times – ensuring sport’s ongoing appeal and value.”
The report surveyed South Africans aged between 16 and 69 who access the internet. The sample details included information on demographics such as age, gender and race. To provide an understanding of the audience engaged in sport, Nielsen analysed the detailed demographic profiles, setting the scene for a deep dive into South African sports fans’ interests in different sports, lifestyle activities and their product and service consumption behaviours as particular sports fans.
“Continuous data tracking is a vital tool for the sports and marketing industry to monitor and evaluate their sponsorship portfolios,” says Sauls. “By using independent and comprehensive insights, brands can inform their strategic decisions and adapt their planning accordingly.”
The report highlights that, beyond sport, South African fans are showing increased interest in various lifestyle activities such as food festivals, live music, and comedy shows.
To access the report, contact Sauls at nwabisa@nielsensports.co.za.