Cricket South Africa (CSA) has entered a long-term vision and endorsement lead strategic partnership with Brand SA as the parties move to collaboratively leverage and unlock synergist strategic relevance of the cricket brand while positively positioning the country domestically and internationally.
Through this partnership, South Africa will stamp its authority as a global events mecca as the country looks ahead to hosting the maiden ICC Under 19 Women’s T20 World, the 8th ICC Women’s T20 World Cup in 2023 as well as the 14th ICC Men’s World Cup in 2027. Other flagship programmes aimed at positioning South Africa as a compelling cricketing destination will benefit off this partnership.
CSA Chief Executive Officer, Pholetsi Moseki said:
“CSA understands the linkage of its brand to the overall positioning of South Africa. The objective of this partnership is to integrate our inspiring messaging to align with the National Brand and achieve a captivating framework.
“This ground-breaking partnership comes at an opportune time as we steam ahead to a bumper 2022/23 cricketing calendar year and beyond. We are looking forward to telling the South African cricket story to a waiting domestic and international audience and invite them to be part of the cricket family.
“CSA is excited to be partnering with Brand SA in a shared vision to, through cricket, enhance the country’s brand and its diverse offerings.”
Brand SA Acting Chief Executive Officer, Sithembile Ntombela said:
“There are number of reputation drivers that contributes towards advancing South Africa’s nation brand long-term competitiveness, sports is one of them. Through this partnership we will be able to showcase our competitive advantage as well our sporting prowess.”
CSA Chief Marketing Officer, Wanele Mngomezulu alluded to upcoming activities:
“To kick-start what is billed to become a global campaign with the primary focus on fostering nations’ pride locally and throughout the globe, various in-market engagements are planned starting with the current SA tour to England where the Brand SA UK and SA’s UK High Commissioner hosted the CSA chairperson, the CEO, the Men’s Proteas team and a delegation to meet the influential stakeholders in a bid to promote the South Africa / United Kingdom relations and the upcoming two women world cups.
“With the Australia Men’s T20 World Cup in sight, both parties will rally global support as the Proteas Men take on the world in October.
“A series of various stakeholder engagements will be undertaken to create awareness, unlock multiparty value and establish a 2023 and beyond legacy programme”.