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In this episode of Future Proof Mzansi, we’re discussing sport sponsorships. Sena and Stacy are joined by Kirby Gordon — the familiar voice of FlySafair and the strategic mind behind the airline’s iconic partnerships with SA’s national rugby and cricket teams. Kirby takes us behind the scenes of FlySafair’s journey in sports sponsorship, starting with how the airline first built its credibility through its early association with the Springboks.


We dive into the many ways brands can measure the ROI of sport sponsorship, and unpack what it takes to keep partnerships authentic when every brand is vying for a share of the winning spotlight. We explore the common mistakes brands make when leveraging partnerships, and FlySafair’s integrated, multi-channel approach to reach a broader audience. 


This podcast is produced by Laura Rapson


Chapters


00:00 - Introducing our guest and the voice of FlySafair, Kirby Gordon

04:35 - How FlySafair first built their credibility as an airline through their association with the Springboks

08:15 - Building on the momentum of sport sponsorship with the Springboks and bringing the Proteas on board

11:40 - The various ways to measure the ROI of sport sponsorship

15:04 - How to keep partnerships authentic and standout when so many brands are rushing to be associated with winning teams

18:40 - Sport unites a nation like nothing else - how can sport campaigns be truly memorable?

22:20 - Mistakes that brands make when leveraging sport partnerships

25:12 - Effectively integrating sport sponsorship across different channels in a way that reaches a wider audience

29:30 - How FlySafair responds to trending topics with agility and speed 

32:33 - Responsibly tapping into the emotional connection and national pride that sport evokes 

36:10 - Observing South Africans across the whole country and using this to talk about SA culture, togetherness and special moments

37:56 - Behind the scene realities of managing big sport sponsorships

39:27 - Trends across tech, brand assets, content, and fan engagement that are shaping the future of sport sponsorship

43:25 - If Kirby could sponsor any other sport, team or event, what would it be?  



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