GLOBAL AFRICAN BRAND AND REPUTATION
ARCHITECT, ADVISOR AND AUTHOR



Widely recognized, Ikalafeng
has been featured in various
media and frequently comments on
key industry issues and trends.

Writing

Back
 
News

Dynamics Of Sport Sponsorship And Its Role In The Marketing Mix
Thebe Ikalafeng, Brands & Branding, 2000

Sport is an inextricable part of the South African culture and fabric. It touches our emotional core like no other activity. In many ways the athletes should the hopes, aspirations, dreams and self-esteem of supporters - the nation. Marketers who want to focus their communication and capitalize on a captive and attentive market at a point in time - sports fans - have incorporated sport sponsorship, which is fast outpacing traditional advertising, in their marketing mix. Properly executed, a strategic sponsorship can go a long way toward building the brand and creating a sustainable competitive advantage.

Download