South African Tourism wants to sponsor football club Tottenham Hotspur – is it a good idea?

BRENDON KNOTT

South African Tourism (SA Tourism) is reported to be planning to spend US$52 million (about R900 million) to sponsor UK football team Tottenham Hotspur over three years. The proposal gives the country branding on the club’s kit, backdrop branding in interviews, advertising on match days, partnership status, local training camps and access to tickets and stadium hospitality. Football has a massive TV viewership and can attract big spending and big eyeballs. But is it an effective way to market a country? And is it money well spent? Brendon Knott researches nation branding and football. We asked him 4 questions.

Is this a good idea for nation branding?

Sponsorship of a sport team, event, or of individuals is an accepted and proven marketing communication tool. As countries, regions and cities are increasingly competing in the global marketplace for the attention of potential customers – in this case tourists – some destinations have also