Tourism Minister Patricia de Lille is still in consultation and will make a comment or announcement in the next few weeks about Tourism SA’s proposed R1 billion Tottenham Hotspur deal, according to her spokeswoman, Zara Nicholson. Tottenham sponsorship deal up in the air With the resignations of Cape Town Tourism chief executive Enver Duminy, former Tsogo Sun Hotels chief operating officer Ravi Nadasen and Federation Hospitality Association of South Africa chair Rosemary Anderson, the deal remains in limbo. On Monday, Statistics SA reported a significant increase in tourism accommodation. “Accommodation revenue rose 55.8% year-on-year in January…
Tourism Minister Patricia de Lille is still in consultation and will make a comment or announcement in the next few weeks about Tourism SA’s proposed R1 billion Tottenham Hotspur deal, according to her spokeswoman, Zara Nicholson.
With the resignations of Cape Town Tourism chief executive Enver Duminy, former Tsogo Sun Hotels chief operating officer Ravi Nadasen and Federated Hospitality Association of South Africa chair Rosemary Anderson, the deal remains in limbo.
On Monday, Statistics SA reported a significant increase in tourism accommodation. “Income from accommodation increased by 55.8% in January 2023, the result of a 16.2% increase in the number of overnight unit stays sold and a 34.1% increase in the average income per night unit stay sold,” Stats SA reported.
De Lille said last Thursday, based on numbers from Stats SA, the number of tourist arrivals from January to December 2022 has reached 5.7 million from 2.25 million in 2021. travelers visit our shores, “said De Lille.
Also read: Spurs’ R1-billion deal won’t get SA into first-team kit, could cost more
The question to be answered is, will they give a three-year R1 billion agreement for the SA Tourism logo on the men’s team training sleeves in the first year, with many exceptions including retail kits, and in years two and three, the logo is there. men’s shirts, women’s, academy and shop at home, away and third bring these visitors?
Does SA Tourism deal?
In the crazy world of sports, with smart goals, any campaign can be successful if executed well through an advertising agency that understands the industry, says freelance marketing strategist Marisa Louw.
“When Tourism SA’s deal with Tottenham Hotspur hit the news, my first thought was that the sponsorship was a ‘cover’ for MPs to travel with taxpayers’ money to watch the Premier League.
“As a marketing strategist, I can’t see the connection between SA Tourism and the football team,” Louw said. “In order to increase international tourists, Tourism SA must be confident that they are safe and that the country has sustainable resources, such as energy and water.”
Louw says that when the marketing team thinks about campaign strategy, they consider all the data that the researchers have collected. “The numbers never lie and tell a story that almost always points the way forward.
“For your brand campaign to be successful, it’s crucial to design a customer journey that creates a memorable user experience for your target audience.
“If your brand can’t do that, the campaign will fail before it even starts,” says Louw.
Hollywoodbets deal with Brentford
Hollywoodbets is a sports betting company that has a distinctive logo in front of Brentford Football Club of the English Premier League (EPL).
The betting company signed on as an official betting partner in November 2020 when it had a back-to-back display and donated £2 000 – or around R45 300 – in 2021 to Brentford’s Community Sports Trust before becoming a major partner in July 2021, which saw it gain prime real estate advertising on a two-year deal.
For Hollywoodbets brand manager Devin Heffer, investing in advertising allows the company to plow money back into the community. Heffer said they were expanding the UK and Irish market and when Brentford saw this they made contact.
“He has seen a lot of our community work, our sponsors have been involved in it. We work very closely with cricket and rugby in South Africa with Cell C Sharks and Hollywoodbets Dolphins,” Heffer said.
Also read: Here are 3 key SA Tourism board members resigning en masse over the Hotspur deal
Heffer said the initial deal with Brentford was a “toe-in-the-water” experience and with South Africans’ passion for football, the deal was a no-brainer.
Through the non-profit Hollywood Foundation, 890 charitable organizations will receive donations in 2021, including old people’s homes, children’s homes and schools, as well as 91 small, micro and medium enterprises, with financial contributions and investments in equipment.
“For us as a South African brand, it’s not just Hollywoodbets on the map, it’s South Africa on the map,” he said.
The deal with Brentford includes Hollywoodbets branded home shirts, pitch side boards, social media exposure, coverage on the Brentford website, as well as fan engagement.
“We also give football a lot of coverage in South Africa,” Heffer said. “We are sponsoring the Hollywoodbets Super League – the premier women’s league – which is a fantastic decision as the women’s game is growing.
“Coverage on TV and the SABC – more viewers tune into women’s football than the PSL. [South African Premier Division/DStv Premier ship] game and we cover the sponsorship of every club that plays in the premier league [EPL].
“It’s amazing to see how the league is slowly growing from amateur and semiprofessional to almost professional and when we see the success of Banyana Banyana winning the Africa Women’s Cup, we are proud because it made us part of that journey. , too.”
Also read: SA Tourism sponsorship saga: SAT wants to race Formula 1
Louw says the most successful marketing campaigns involve choosing the right elements based on audience research.
“What does your brand’s target market need? How does your brand target the business with the target audience it needs?”
“Hollywoodbets customers have been watching football and betting on it [English] The Premier League, so it’s a natural match and a sponsor,” Louw said. “Just because a sports betting company can achieve their business goals by sponsoring a sports team doesn’t mean Tourism SA will do the same.
“I hope the Tourism marketing agency proves me wrong. Let’s see if the campaign goes to the Loeries [marketing and advertising awards]. I doubt it, though.
– amandaw@citizen.co.za