Something has changed in the world of sports marketing

A new type of promotional instrument is drawing in the crowds and taking us all deep into the heart of emotional connection.

Sport has always been portrayed as the domain of alphas. But a new mechanism has turned that approach on its head with some staggeringly powerful and unexpected results.

In this week's Daily Maverick column - I take a look at the phenomena of the long-form sport docu-series format and how this may just change the world of sports marketing forever.

Rugby has become unlikely blueprint for future united nation
The Springbok rugby brand has undergone an unbelievable transformation over the past five years. And much of the success of that renewal can be attributed to the two seasons of ‘Chasing the Sun’.


How the Springboks became a great brand
Why Rassie and Jacques’ greatest strategic move has very little to do with the game of rugby.
Springbok Rugby World Cup 2023 promotional campaigns go live
How international rugby teams are positioning themselves in the hearts of fans leading up to Rugby World Cup 2023.