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CASTLE South Africa 2009 Lions Series
South African rugby spectators, in terms of their demographic profile and the passion and loyalty they hold for the game, represent a valuable target audience for the ‘South African Breweries’ Castle lager brand. |
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The South African Breweries
With their experience in brokering sponsorship deals, MEGAPRO played a leading role in ensuring that this three way partnership between SAFA and its two Premier Sponsors, Absa and Castle Lager, was speedily and smoothly concluded. |
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Nashua
Team sponsorship renewals together with Nashua’s additional investment in advertising further strengthen Nashua’s positioning in Cricket - with the added benefits of association with such high profile and successful teams. |
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Sponsorship property:
Provincial cricket – including the Nashua Dolphins and Nashua Titans
Target audience:
A wide spectrum of business decision-makers
Rationale:
Generating media exposure to maintain top of mind awareness and building on Nashua’s association with cricket as a game of skill and precision.
Execution:
Nashua’s sponsorship of the Nashua Titans and Nashua Dolphins was extended for another three years in a deal brokered by MEGAPRO in 2007. Nashua also increased their stadium advertising spend at SuperSport Park in Gauteng and Sahara Stadium Kingsmead in Kwa-Zulu Natal - the homes of the Nashua Titans and Nashua Dolphins respectively.
Results:
Investing in cricket has delivered great results for Nashua. In terms of return on investment, BMI Sport Info research shows that Nashua has benefited from a significant
multiple ROI from media exposure alone. These sponsorship renewals together with Nashua’s additional investment in advertising further strengthen Nashua’s positioning in Cricket - with the added benefits of association with such high profile and successful teams. Support of these provincial teams also allows Nashua to communicate and engage with clients on a more targeted and regional basis.
Nashua Sponsorship
