Case Study: Stadium Management SA

Shell Helix Ultra Cup 2018

The inaugural Shell Helix Ultra Cup was launched in South Africa on 28 May 2018 as an annual pre-season fixture on the domestic football calendar.

The event rights holder, Stadium Management SA, appointed S-Factor as the marketing partner to the event. Social media was used to amplify messaging while traditional media was used as the primary platform for communication.

Task

To promote the fixture to local football supporters and ensure a minimum 40 000 spectators attend the first event on 21 July 2018.

Insight

While the FIFA World Cup kicked-off on 14 June 2018, opportunities were available to interact with media to promote the event. Using the strong relationships between Stadium Management SA & local media we capitalized on this to promote the event. Media could be provided selected one-on-one opportunities to interact with Stadium Management SA planning committee, players and coaches from both teams and opportunities to interact with title sponsor Shell Helix Ultra Cup.

Opportunity

Using the above methodology, 5 media engagements were arranged varying from traditional press conference to media open days to allow media to interact with various stakeholders involved in the event. This resulted in constant media flow around the event. Coupled with the broadcast partnership provided by the SABC the event was successfully executed with over R75 million in PR exposure.