Sports sponsorship in South Africa is “significantly undervalued”, according to new research from Brand Finance Africa.
It says one of the issues at the heart of this is brands “primarily focusing on reach rather than deeper engagement and value creation.”
The Brand Finance SA Sports Fans Research 2025 highlights key opportunities for sponsors and rights-holders.
“South African sports fans are world-class, diverse, and fiercely passionate, offering unique opportunities for brands to engage with a dynamic and ever-changing market,” said a Brand Finance statement. “This presents an exceptional opportunity for brands, particularly those with smaller marketing budgets, to build a consistent presence across multiple sporting codes, thereby amplifying their reach and impact through strategic partnerships.”
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The untapped power of the female sports fan
According to Brand Finance, South African fans follow an average of 11 different sports.
It says that one untapped opportunity lies with female sports fans.
“Women represent a substantial portion of the sports fan base in South Africa, particularly in cricket and rugby, where 53% of fans are female,” said the statement. “However, the marketing and sponsorship sectors have historically overlooked this powerful demographic. The research highlights a clear need for a more targeted and nuanced approach to engaging female fans, especially across social media platforms.”
Betting brands: A surprisingly positive response
In a surprising turn, the research revealed that betting brands hold a more favourable perception than many may have anticipated.
According to Brand Finance, 67% of its respondents believe that betting and gambling brands should continue sponsoring sports teams or leagues, a number that rises to 72% among female fans.
Additionally, 80% of respondents believe betting enhances the excitement of the game. While moderation and responsibility remain key, the findings suggest that betting brands have a well-established place in South African sports, providing further avenues for partnership.
Building national pride through sports sponsorship
Beyond fan engagement, sports sponsorships have the unique ability to contribute to national pride and unity, says the report, citing a staggering 94% of respondents saying they believe that victories by national teams have a net positive impact on the country.
“Our research provides critical insights into shaping effective sponsorship strategies. It’s time to shift the focus from simple reach metrics to meaningful engagement, brand perception, and business growth. South African brands have access to loyal audiences, yet sports sponsorship is ripe for innovation. By understanding the nuances of the South African fan base and embracing opportunities like women’s sport, strategic partnerships, and sports betting, brands can unlock significant value and drive meaningful business results,” said Jenny Moore, Strategy and Insight Consultant, who conducted the research on behalf of Brand Finance Africa. “South African sports represent a rich, multifaceted landscape for brands to explore. The time is now for businesses to act and make their mark in this evolving sports economy, driving long-term success and contributing to the continued growth and vibrancy of our South African sports culture.”
