Supporting and celebrating values-based national unity is a common rights-owner activation approach (especially around major tournaments) and nowhere is the tactic of uniting through sport used more frequently and powerfully than in South African work around the Springboks rugby union team.
We showcase this strategy through best practice case studies from sponsors such as primary partner MTN and finance sponsor FNB, shirt supplier Asics and broadcaster Super Sport leveraging the Japan 2019 Rugby World Cup.
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