Primedia Group has recently announced the establishment of Primedia Sport, which will be overseen by Tobie Badenhorst as its vice president starting July 2024. This move underscores Primedia’s commitment to transforming the sports marketing and management landscape in Southern Africa.
By recognizing the pivotal role of sports in uniting communities and fostering national pride, Primedia Sport aims to offer a comprehensive array of services to advertisers and sponsors venturing into the sports industry. These services will include brand partnerships, event management, digital content creation, and thought leadership masterclasses for sports leaders.
It’s important to note that Primedia Sport’s focus is on being a B2B provider of compelling content to existing platforms rather than launching its own sports channel or distributing sports content. With a 360-degree approach to sales and sponsorship, Primedia offers consolidated audiences in radio, digital, out-of-home, and TV. This approach, spearheaded by chief commercial officer Kelvin Storie, presents sports media opportunities bundled within the same system.
With nearly two decades of experience in the South African sports industry, Tobie Badenhorst brings a wealth of expertise to his role as the vice president of Primedia Sport. His impressive background includes founding roles at events such as the FNB Varsity Cup and managing sponsorships for the FIFA Confederations Cup and the FIFA World Cup. Tobie holds degrees in sports management and marketing management and has recently completed a program at the Harvard Business School focusing on the Business of Entertainment, Media, and Sport.
In his remarks, Tobie expressed his gratitude for the trust placed in him and emphasized his commitment to unlocking new revenue opportunities for Primedia Sport. On behalf of Primedia, Jonathan Procter voiced confidence in the investment in Primedia Sport and Tobie’s appointment, highlighting the organization’s dedication to serving the underserved sports and arts industries in Southern Africa.
Cecilia Molokwane, president of Netball South Africa, expressed optimism that this initiative would help empower women administrators in the sports industry. Meanwhile, renowned sports anchor Robert Marawa hailed the launch of Primedia Sport as a potential game-changer for South African sports, sparking excitement and anticipation among the audience.
Primedia Sport’s launch follows a series of exclusive sport and entertainment masterclasses hosted in collaboration with Harvard Professor Anita Elberse, setting the stage for the division’s innovative approach.
