SAIL, commercial agents to Cricket South Africa (CSA), have brokered a six-year agreement with Momentum to become the naming rights sponsor for all International and domestic Limited Overs matches in South Africa. The partnership between CSA and Momentum was launched at the Sandton Convention Centre earlier today.
Justin Sampson, CEO of SAIL, said this new alliance presents a huge opportunity for Momentum to expand brand awareness in South Africa and internationally.
"After months of working closely with Momentum to ensure understanding of the values and objectives that they wanted to achieve with this partnership, we were really excited to broker the deal which I'm confident will be hugely beneficial for all stakeholders."
Furthermore, Sampson said it is essential for potential sponsors to understand the key difference between sponsorship and traditional advertising.
"Historically, the domestic and international Limited Overs series' have proved to be immensely valuable sponsorship properties. Momentum believes in South African cricket and wants to use this new partnership as a means to reach the diverse audience that cricket attracts. Over and above the inherent media returns that Momentum will receive as a result of this partnership, they will have significant opportunity to engage consumers and interact in a personalized environment. This engagement and awareness is intangible, but is the essence of effective sponsorship."
The Momentum Domestic series will commence in October 2012, and the Momentum Limited Overs International series will commence with New Zealand's tour to South Africa in December.