Question 1 [12 Marks]
Read the following fictitious scenarios and the questions that follow.
| Scenario 1 | Scenario 2 |
| ABSA, a leading financial institution, joins forces with Orlando Pirates, a powerhouse in South African football. The two-year partnership sees ABSA tapping into the dynamic spirit of the Pirates’ players for promotional campaigns. With each television commercial, the captivating presence of Orlando Pirates’ stars showcases the shared commitment to excellence and innovation. As the ads air nationwide, the synergy between ABSA and Orlando Pirates resonates, captivating audiences and reinforcing the bond between football passion and financial empowerment. | Siya Kolisi, the South African rugby player renowned for his leadership, notably captained the Springboks to victory in the 2019 Rugby World Cup, making history as the first black captain to do so. Furthermore, he continued his legacy by leading the team to another triumph in the 2023 World Cup, solidifying his status as an iconic figure in South African sports history. Recognising the power of his influence to ignite hope and drive change, Siya inspires these teams to improve their skills and pursue their dreams with determination through workshops, coaching, and sharing his
journey. |
| Scenario 3 | Scenario 4 |
| Drink, a rising beverage brand, secures a pivotal partnership with Moroka Swallows Football Club. Over two years, Kingsley pledges a substantial investment, injecting vitality into the club’s endeavours. With a biannual sponsorship of R2,500,000, Kingsley’s commitment fuels the dreams of Swallows’ players and fans alike. In exchange, the iconic Kingsley logo proudly graces the club’s esteemed soccer kits, symbolising a union of passion and excellence, both on the pitch and in refreshment. The Kingsley management orchestrates redesigning the club’s shirt,
strategically placing the brand’s name in |
Danone, a global food company, extends its hand to support grassroots soccer.
Recognising the passion and dedication of local youth coaches, Danone provides match kits, training gear, and soccer balls to nurture the next generation of stars. Excitement fills the air as teams gear up in their new attire, fueled by the prospect of realising their dreams on the pitch. With Danone’s support, these young athletes have the tools to hone their skills and strive for greatness, showcasing the power of community and corporate partnership in fostering talent and opportunity. |
| visible locations on the kit, symbolising the
depth of their partnership. |
Identify the type of sponsorship that best describes Scenarios 1, 2, 3 and 4. Provide reasons for your answer.
Scenario 1 (3 marks)
Scenario 2 (3 marks)
Scenario 3 (3 marks)
Scenario 4 (3 marks)
Question 2 [22 Marks]
Read the following scenario and answer question 2.1.
The Boxing Zone tournament buzzes with talented fighters eager for success, guided by their manager, Mr. Lean. Determined to make his event famous, Mr Lean works hard to create thrilling fights and exciting shows, hoping to attract audiences nationwide.
Fictitious scenario*
Mention the four (4) channels Mr Lean can use to engage the Boxing Zone tournament with boxing fans nationwide. Additionally, elaborate on each channel with a practical example detailing how each channel will be used to engage with the boxing fans nationally. (4 x 3 = 12 marks)
Read the following scenario and answer question 2.2.
Mr Lean was interviewed by Tumi, the local radio station host, and he commented as follows:
“Our goal at the Boxing Zone tournament is clear: we aim to make our event a nationwide household name. We’ve got a pool of incredibly talented fighters hungry for success, and my job as the manager is to guide them toward that goal. We’re working hard to create thrilling fights and exciting shows that will captivate audiences from all corners of the country. We plan to increase our viewership by 50% within the next two years, and we’re confident that with our dedication and the support of our fans, we can make it happen.”
Mr Lean follows the SMART principles to achieve the goals mentioned in the fictitious scenario. Outline the consequences if Mr Lean’s goals did not follow the SMART principle. (2 x 5 = 10 marks)
Question 3 [28 Marks]
Read the following scenario and answer the questions 3.1 and 3.2 that follow. Thembi, the kit manager at Shooting Stars Football Academy, had a crucial task: organising the kit for the upcoming December 2024 tournament. With the deadline fast approaching, Thembi wasted no time and immersed herself in the project. One day, she went to a sporting factory in Joburg to ensure everything was in order. As she arrived at the gear factory, she was gobsmacked as she walked the entire factory, observing the production of jerseys, shorts, and socks, meticulously ensuring they were of the highest quality. This secondary kit is meant to be used in unforeseen circumstances, such as the first kit becoming wet due to rain or sustaining damage. This is a secondary kit to be used in case of unforeseen circumstances, such as the first kit being wet due to rain or damage to the first kit. Satisfied with her selections, Thembi returned to the payment counter, intending to secure the order for an additional kit for the team. Along the way, she noticed iPods on display, remembered how cool professional players looked, and used them to listen to music while arriving at the field. Realising it would be a fantastic addition to the team. She decided to include them in the purchase without considering the enhancement budget. This led to overspending and left the team with insufficient funds for proper transport.
Use your own words to distinguish between a need and a want in the context of sports. Support your answers with examples from the fictitious scenario.
(4 x 2 = 8 marks)
Suppose the Event organiser for the Year-End Tournament approached you as a marketing graduate from Boston to assist them with creating an advertisement for the tournament. Create a one-page leaflet that will be used to advertise the Year-End Tournament. Use the guidelines and rubric below to answer the questions. (15 marks)
Read the following abstract and answer question 3.3.
Engen is firmly committed to investing in sport at the grassroots level in a manner that not only fuels the next generation of South Africa’s sporting heroes but also leaves an indelible mark on all who participate in Engen-sponsored properties. It is a development mindset that touches two of South Africa’s most popular sporting codes, soccer and rugby. The Engen Knock Out Challenge has been going strong since 2003 and has grown into arguably South Africa’s premier youth football tournament, allowing budding talents to be scouted by professional teams. As the official development partner of ‘Get into Rugby’, Engen is excited to see more youngsters take up one of South Africa’s much-loved sports.
Fictitious scenario*
Engen desires to be the exclusive sponsor of the Year-end tournament, as it is dedicated to investing in sports at the grassroots level. Mention five (5) roles Engen must undertake to ensure the Year-end tournament is well managed.
(5 x 1 = 5 marks)
Question 4 [38 Marks]
Read the following abstract and the questions that follow.
South Africa to bid to host 2025 Afcon finals? – Safa president Jordaan comments
South Africa hosted the 2013 Afcon, where they crashed out in the quarter-final. After failing to qualify for the last edition in Cameroon, they could automatically qualify as the hosts in the 2025 finals. According to reports, they are one of the six nations, together with Nigeria, Morocco, Zambia, Algeria, and Senegal, that have bid for the showpiece. Nigeria has bid to be co-hosted with Benin. The nation that wins the bid will host the finals between June and July, which will be winter time in South Africa. Winning the bid would mean that Bafana would qualify for the finals as the hosts – something that the 1996 champions achieved nine years ago. Since hosting the 2010 World Cup in the last decade, Bafana have stuttered in the pursuit of qualifying for Afcon, with their previous success being the 2019 finals.
Identify the category that best describes the AFCON 2025 event. Support your answer with a reason. (4 marks)
Using the article ‘South Africa to bid to host 2025 Afcon finals? – Safa president Jordaan comments”. SAFA has approached you to create ten (10) PowerPoint slides presenting the marketing plan for SAFA to host the 2025 Afcon finals.
(22 marks)
Read the following scenario and answer question 4.3.
Hosting the 2010 FIFA World Cup brought a surge of tourists to South Africa, boosting the hospitality sector and local businesses. Infrastructure development for the event created job opportunities and stimulated economic growth. Furthermore, the global exposure from successfully hosting the tournament attracted foreign investment and increased international trade.
Fictitious scenario*
Sports can offer benefits to numerous sectors. Write an essay of not more than 320 words (should not exceed one A4 page) detailing sports’s impact on other sectors.
Answers to Above Questions on Sports Marketing
Answer 1: An analysis of scenario 1 indicates that the partnership between ABSA and Orlando pirates is best described as corporate sponsorship. In this type of sponsorship, a company sponsors an organisation or an event with the objective of promoting its brand. In the given scenario, the presence of Orlando pirates players is utilised by ABSA in order to create its brand awareness and engage with the target audience.
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