The power of commercial influences is fundamental for any company; it is a mechanism that drives businesses to find ways for growth.
The growth of advertising within corporate and the sports industry has created impressive revenues, marketing, and production value.
The Coca-Cola Company has had a long-standing relationship with FIFA since 1976 and has been an official FIFA World Cup sponsor since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950 and is a long-time supporter of football levels.
In 2018, Reuters reported that the bottler of Coca-Cola KO.N drinks said net revenue was 3.23 billion euros in the first half of the year, slightly ahead of analysts’ estimates for 3.22 billion according to Jefferies analysts.
Over the years, we’ve discovered that more corporate companies are commercializing their brands with sports businesses. Vodacom is arguably the most prominent cellular network provider in South Africa. They have been one of the powerhouses that sponsor numerous sports businesses, with their brands associated with the famous Soweto football brands, Kaizer Chiefs, and Orlando Pirates, along with the famous Vodacom Bulls.
In 2021, Sport for business reported that the new United Rugby Championship unveiled its first major commercial sponsorship with African communications company Vodacom taking on the South African commercial rights.
“what I love about the South African market is that rugby is so important there and comes with unbelievable backing from ginormous brands like Vodacom and a broadcaster like SuperSport. If you use any metric available, there Vodacom Bulls, Cell C Sharks, Emirates Lions, and DHL Stormers match up to the biggest sports brands in the world bar none”, says Vodacom United Rugby Championship CEO Martin Anayi via the Vodacom website.
Sasol is one of the biggest well-known companies in South Africa; it is a company involved in mining, energy, chemicals, and synfuels. Sasol mines coal in South Africa and produces gas in Mozambique and oil in Gabon.
The company has been one of the corporate companies that joined the sporting scene in 2009 when they officially sponsored the South African women's football league. It was reported that they expanded their relationship for a further four years.
It can be stated that corporate and sports companies have found ways to build revenue and build a gap within the different spaces for a functional ecosystem and commercial benefits.
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