In recent months, South African sport has captured the world’s attention — and rightly so.

From the Springboks’ heroic Rugby World Cup triumph in 2023, to Bafana Bafana’s commendable AFCON performance in 2024, the Proteas winning the ICC T20 World Cup, Banyana Banyana winning WAFCON and athletes like Akani Simbine, Wayde van Niekerk, and Tatjana Schoenmaker consistently flying the flag in global athletics and aquatics — South African athletes know how to show up when it matters most. Even in football, Mamelodi Sundowns and Orlando Pirates continue to make a continental mark, while our domestic PSL regularly pulls in millions of viewers.

We shine brightest when the world is watching.

But as PR and communications specialists working closely with sport — including broadcasters like Thato Moeng — we find ourselves asking: Are our efforts behind the scenes matching the excellence we see on the pitch, track, and field?

The Business of Sport is Lagging Behind

Despite world-class talent and massive fan engagement, the business end of South African sport — particularly in marketing, sponsorships, and talent management — often falls short. The sports industry is still largely driven by institutional deals, with few individual athletes becoming brand powerhouses, even with massive reach and influence.

Take football: South African football arguably has the most eyeballs of any sport in the country. Yet, how many footballers today are household names off the pitch, trusted by major brands, or actively managed with a global strategy in mind? The contrast with rugby and cricket stars, who often secure personal deals, is stark.

And it’s not for lack of talent. It’s for lack of storytelling, strategy, and structure.

Where Are the Sports Marketers for the New Era?

We believe this is where agencies like ours — Kgotla PR, and others who care about sport beyond match day — can play a critical role.

There’s room for external voices to offer fresh thinking, craft athlete narratives, develop strategic partnerships, and bring commercial sophistication to South African sport. Just as we’ve supported sports broadcasters in refining their personal brands and extending their reach, we know we can do the same for athletes and teams looking to move from performance to presence.

What’s needed now is a collective pivot — from merely participating in sport, to commercialising it with purpose and care. That means:

• Empowering athletes with brand-building tools and strategic representation;
• Helping teams tell their stories in ways that resonate with fans and sponsors;
• Unlocking value for sponsors beyond logo placements;
• And showing that sports talent can be trusted, credible, and culturally relevant voices for brands in South Africa and beyond.

It’s Time to Step Up

South Africa has never lacked sporting greatness. What we’ve lacked is intentional, long-term investment in the people who create those moments — the athletes themselves.

At Kgotla PR, we’re committed to being part of the change. We’re calling on our peers, federations, media houses, and brand managers to see the opportunity and rise to it. Let’s do for South African sports marketing what our athletes have done for South African sport: Put our best foot forward, every single time.