Cricket South Africa on Thursday announced a groundbreaking three-year partnership with a leading international agency, Roc Nation Sports International.
The entertainment and sports agency was founded by US rapper and businessman Jay-Z.
Partnership outcomes include brand amplification, social media strategy and execution, creative campaign activations, community initiatives and fan engagement, and helping CSA secure deals.
Roc Nations Sports have DSTV Premiership champions Mamelodi Sundowns on their books, as well as top South African athletes including Springboks captain Siya Kolisi, Cheslin Kolbe, Sbu Nkosi and cricket stars Temba Bavuma, Lungi Ngidi and Netball South Africa captain Bongiwe Msomi .
The dynamic partnership is based on the key principles of powerful storytelling, mutual respect and shared values.
As part of this new chapter, the core vision of the collaboration includes proactive engagement with a passionate cricket fanbase, striving for excellence on and off the pitch while maintaining a vibrant matchday experience.
As Cricket South Africa looks to the future as a ‘sportstainment’ brand, the organization welcomed the opportunity to partner with one of the world’s leading entertainment and sports agencies at the RNSI.
Commenting on the importance of the partnership, Pholetsi Moseki, Chief Executive Officer of CSA, said: “CSA deliberately and purposefully directs its energy towards a brand experience for fans. The bumper calendar properties that CSA has to offer will be made available to a global audience, who in turn will export the CSA brand and its diverse offerings.
“This new direction bodes well for the appetite our sports fans have shown for our products and will resonate well across the country and around the world. This is an exciting moment for CSA as it returns the excitement to the fans to be a part of it.”
The partnership with RNSI will also provide CSA with access to commercial platforms and opportunities that will help achieve business goals and objectives.
Roc Nation Sports International (RNSI) President Michael Yormark said it was an exciting opportunity for RNSI to offer their support to CSA.
“This is a multifaceted partnership which I am confident will be a huge success and we wish all cricket lovers to be a part of it and connect passionately with the sport! There are so many incredible athletes involved in SA cricket with inspiring stories waiting to be told, not just in South Africa but in a global marketplace.
“For those who ask why or how this partnership came about, the answer is that we believe the future is bright for South African cricket. Both the men’s and women’s teams have enjoyed some excellent results of late, while the recent announcement of a dynamic new T20 competition is another exciting prospect on the horizon. It is clear that fresh energy and many dynamic plans are in the pipeline that will appeal to a lively audience of sports lovers.”