03 Aug, 2025

Marketing

From broadcast to breakthrough: Realising the power of global sponsorship assets locally

Following Coca-Cola’s reported R250m-per-annum estimated deal with the English Premier League, and with Honda’s recent announcement as the official automotive partner of LA28 – pushing the Games’ domestic sponsorship revenue beyond R27bn – one truth remains clear for South African marketers: the most valuable sponsorships thrive on scarcity and scale.

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