This study addresses the need to deepen the understanding of sports marketing in an emerging market context. The in-depth case study of Standard Bank Pro20 Cricket explores the strategy, execution and results of the successful launch of a new cricket format in South Africa. As such, it contributes to the theory and practice of sport marketing, especially sport event sponsorship. Schwartz and Hunter (2008) highlight the “lucrative” (p. 251) nature of tournaments and championships sponsorships, given the opportunity for media and advertising exposure related to the event. This study documents the effective use of a partnership approach to sponsorship (Meenaghan, 2002) and the creative use of multiple sponsorship activations to achieve the sponsorship’s objectives.
Goldman, M., and Johns, K. (2009). Sportainment: Changing the pace of limited-overs cricket in South Africa. Management Decision, 47(1), 124-136. https://doi.org/10.1108/00251740910929740