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Going back to basics means adopting the value-based sponsorship definition by David Ross where at its core, sponsorship is defined as a mutually beneficial business relationship where the sponsor provides benefits in exchange for measurable results aligned with pre-defined objectives.
A value-based sponsorship has the target audience, the fans, at the centre and not the property. It asks what the consumer is truly passionate about (platform and property) and how can my brand authentically engage and develop a relationship with them in this space.
Once the property is selected, it is key to:
The AI prompt (Perplexity) on what sponsorship trends to look out for in 2025 in South Africa generates the following trends.
Companies are increasingly utilising advanced analytics and AI technologies to gain deeper insights into target audiences, allowing for more personalised and effective campaigns.
There's a growing emphasis on leveraging digital platforms to reach global audiences, share exclusive content, and host interactive experiences like live chats with players.
The e-sports market in South Africa is experiencing a rise in sponsorship and advertising opportunities, with brands targeting the younger, tech-savvy demographic through digital and influencer marketing strategies.
With increasing mobile internet penetration, mobile-friendly marketing strategies will become crucial for sponsors.
The focus is shifting towards micro-influencers with more engaged and authentic connections with their audiences.
Brands will likely sponsor events or initiatives that align with their sustainability goals or social values, helping build a positive brand image.
Sports broadcast sponsorship remains a key strategy, with the market expected to grow significantly due to increased television penetration and demand for local content.
Back to the future means focusing on foundational elements and emerging trends, allowing brands to create impactful sponsorships that resonate with audiences and deliver measurable results in the evolving landscape of 2025.