Interest in women’s sport is at an all-time high than ever before as Telkom’s Head of Sponsorships, Braam Wessels, calls for more media coverage to encourage corporate support.
Speaking at gsport’s first ever Mail & Guardian supplement party at the High Performance Centre on Friday, 22 October 2021, Wessels said: “It’s important for media to cover all sports!
“I think in South Africa we sit in a situation where media categorises the top three sports, however, it is important for any sport to get the necessary exposure.”
As digital media and social media is on the rise, Wessels emphasises on finding the balance between traditional and new media.
“It is vital that we have a 360-degree approach and use television, radio and print as well as putting emphasis on the digital side of the world because we can’t run away from the fact that our new consumers and the younger generation use these new platforms to consume sport, consume everything in fact…
“So, as big corporates we currently measure ROI looking at all platforms, but we have a tendency of going to the digital side and that’s because the traditional media channels are very fragmented, where there are pay channels and only about 20% of the population have access to that option.”
Wessels encourages sports teams and individuals to take the above information into consideration when finding ways to position themselves for corporate support: “As I said, you need to bring in the total 360 mix to get the necessary exposure. Once media gets involved, corporates will see the value of investing,” he concluded.
Telkom continue to lead the way as the telecommunications giant backs the growth of netball from grassroots to national level ahead of the 2023 Netball World Cup in Cape Town.
Photo 1 Caption: Interest in women’s sport is at an all-time high than ever before as Telkom’s Head of Sponsorships, Braam Wessels, calls for more media coverage to encourage corporate support. Photo: gsport
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