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If you love the brand you've built, this a webinar you don't want to miss! We'll be hosting Doug Bird (OC 1999) of Go Badger. With AI making it easier to produce more online content, how does your business get noticed? Doug explores how sponsorship helps businesses meet customers face to face through experiences people care about. He’ll look at how to choose opportunities that put you in front of your target market, what to do once you’re there, and how to turn those interactions into trust, relationships and sales. 🎟️ Tickets are only R 50. 🔗 The link is in our profile description Set your business up for 2027 and join us!
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The golden era of real-world experiences is an enormous opportunity for the businesses ready to build around it. With AI making content easier to produce, adding more to the feed is no guarantee of being noticed. For brands trying to earn people’s time and trust, being part of an experience they actively choose is a compelling proposition. But a gold rush still needs a way to connect investment with opportunity. Brands need to know where to invest and what their money will achieve. Event owners need to understand their value, package it properly, manage their partnerships and report on what they deliver. Too often, that’s where promising opportunities get stuck. That’s why I built @gobadger.io . After years on both sides of those conversations, I wanted to make it easier to turn the value in these experiences into partnerships that work commercially. There’s so much worth investing in. Let’s make it easier to do. If you’re a brand looking for opportunities, or an event owner ready to build your commercial offering, join the @gobadger.io waitlist through the link in my bio.
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We should be comfortable with people building successful businesses around events. Expecting an industry to grow on goodwill and volunteer hours alone puts a ceiling on what it can become. The important question is where that commercial success goes. Does it fund better delivery? Create paid work? Help clubs grow? Give more people a way into the sport? That’s the opportunity I see around the @nelsonmandelamarathon . There’s room for ambition here. For organisers to build something valuable, for brands to earn a return and for communities to benefit from its growth. Those interests can support each other when the event is built properly. South Africa has so much that people want to be part of. I’d love to see us get better at building lasting businesses around it, while keeping the people who gave it meaning involved in its future.
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How much harder are we going to fight for people’s attention before we meet them where they already want to be? Brands are scrambling over each other for digital visibility. Now the conversation is about AI search and getting your brand into a ChatGPT answer. Great. Do it. There’s opportunity there. But, look at what’s happening in front of us every weekend. People choosing to spend their time at gigs, races, festivals, school events and community clubs. Places they care about, with people they want to be around. For the right brand, that’s an opportunity to be useful. Let someone try your product. Solve a problem. Make their experience better. Have a conversation and, with their permission, build a relationship you can continue afterwards. You can capture content, collect first-party data and create a reason for someone to buy. Then take those real moments back into your digital channels, giving people something worth watching and sharing. One experience can keep working long after everyone’s gone home. The challenge is that these opportunities are scattered. Many haven’t been packaged properly. Buying across them, coordinating delivery and understanding what your money achieved can be hard work. That’s why we’ve built @gobadger.io : to help brands discover and buy relevant, hyper-local sponsorship opportunities at scale, with consistent management and reporting that connects the activity to commercial objectives. And to help rights holders turn what they’ve built into opportunities brands can understand and buy. If you’re on either side of that, join the @gobadger.io waiting list - LIB. P.S: If you went to either of the shows, spill the tea!
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Digital has made marketing incredibly efficient. But efficiency and connection aren’t the same thing. When everyone has access to increasingly similar tools, targeting, platforms and now AI-generated creative, those things become less of a competitive advantage. The harder thing to replicate is relevance. Being part of communities people care about. Showing up in environments they actively choose to be in. Creating experiences they remember. Building trust over time. That’s the opportunity I see for brands right now. Not digital versus real life. Build the connection in the real world. Use digital to make it travel. And if you’re a brand reconsidering how you show up and looking to become more connection and human first, join the @gobadger.io waitlist - LIB👆🏽 GoBadger gives brands the infrastructure to find, value, measure, manage and report on real-world opportunities at scale. Because if connection is going to become a bigger part of the marketing mix, brands need the infrastructure to treat it with the same rigour as every other channel.
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A lot of the consulting work I’m doing at the moment is with companies trying to work out whether they should move more of their marketing spend into experiential. And there’s always hesitation. I get it. If your business has spent years buying digital media and advertising, you understand that world. You know what gets measured, what gets reported and how the spend gets justified internally. Experiential feels less certain. But there’s a bigger issue here. Gartner recently found that 81% of US consumers actively try to tune advertising out. So how long do brands keep responding to an attention problem by simply buying more attention? If you want me to spend my money with you, give me a reason to. Don’t just keep showing up in front of me. Add something to my life. Understand what I care about. Give me something worth remembering. That’s why Red Bull Box Cart is such a good example. 22,000 people didn’t have an advert served to them on Sunday. They chose to spend part of their day with Red Bull. That is a very different relationship. The catch is that experiential only really works when the strategy, systems, people, measurement and amplification around it are right. Get that ecosystem working though, and there are very few things more powerful for building a relationship between a brand and the people it wants to serve.
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The value of a perfectly aligned sponsorship can be enormous. The hard part is finding one. When I was at Red Bull, I would get hundreds of sponsorship proposals every month. And yet finding the opportunities that were actually right for the business was still difficult. I still had a budget to spend. I still had commercial outcomes to deliver. I still had to be able to defend the investment internally and report back on whether it had actually worked. But discovery was messy. Verification was difficult. Comparing one opportunity against another was difficult. And too much depended on who knew who, what landed in your inbox and whether the person pitching the opportunity knew how to translate its value properly. It shouldn’t be that hard. The right sponsorship can give a brand access to the right audience, meaningful real-world engagement, content, media, customer relationships, data, hospitality, community and ultimately commercial return. But only if the fit is right in the first place. That’s a big part of why we built GoBadger. To make finding, evaluating and investing into sponsorship opportunities easier, more transparent, more commercially sound and far easier to defend inside the business. If you’re a brand looking for better sponsorship opportunities, join the @gobadger.io waitlist. LIB👆🏽
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Digital marketing has won the measurement argument. It doesn’t mean it’s won the marketing argument. That was one of the big themes in my conversation with @terencementor aka @afrodaddyct. For the last decade, IRL has struggled to compete for budget because digital is easier to measure, report on and ultimately defend in a boardroom. But events, sponsorships and activations aren’t inherently difficult to measure. We’ve just historically been pretty bad at building the measurement in from the start. The order matters. Start with the business outcome. Work out what you need to measure. Put the systems in place. Then work on the idea. As digital becomes more crowded and real human connection becomes increasingly valuable, I believe getting this right is going to matter a lot more and it is precisely the reason I’ve built @gobadger.io. Thanks for the conversation, Terence Mentor. Enjoyed getting properly into this one. LIB for the full EP👆🏽
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I get it. Schoolboy rugby in South Africa is cooking right now. It’s no surprise that brands want to be part of that momentum. But I also think there’s a much bigger opportunity sitting in the white space around rugby at school level. Other sports. Other communities. Other credible, well-supported properties where brands don’t have to fight through the clutter just to get noticed. Why go head-to-head with five other brands for attention when you could own a space, become meaningfully part of that community and build real commercial value from it? The opportunities are there. The challenge is discovering them. If you’re a brand looking for those white-space opportunities, join the @gobadger.io waitlist — link in bio 👆🏽
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It’s fascinating watching what @reddit co-founder Alexis Ohanian is building with @athlos. After two events in New York, ATHLOS went international for the first time in London last night, and it feels like another glimpse of where women’s sport is heading. I think we’re going to see a lot more people building new events, platforms and ecosystems specifically around women’s sport rather than simply trying to fit it into structures that already exist. And it’s welcomed. It’s well deserved. As a father of two daughters, this is the kind of thing that gets me genuinely excited. More investment, more platforms, more opportunities and more female athletes being given the stage their talent deserves. It feels like we’re only getting started.
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People are going to @scorpionkingslive for the music, the artists and the experience of being there together. That’s what brings the audience and gives brands something valuable to be part of. Look at how the partnerships fit into the day. Gautrain helps people get there. Sprite and Castle Lite have the drinks covered. GalxBoy handles merchandise. RocoMamas takes the connection into its restaurants with a Scorpion Kings-themed menu available ahead of the concert. For anyone running an event, team or community, there’s a practical lesson here: Look at the whole experience you’re creating and where a business can play a useful role. That gives you something specific to offer a potential partner, with a clear commercial purpose. @gobadger.io helps rights holders present those opportunities and brands find the right fit. LIB to join the waiting list🦡👆🏽
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It’s a difficult position to be in when you believe a sponsorship has value, but the information in front of you doesn’t give you enough to justify spending the money again. I remember that pressure from my time at Red Bull. The event reports would arrive, but translating them into a clear case for our investment was another job entirely. You’re the one who has to walk into that budget meeting and stand behind the decision. That experience is a big part of why we’ve built the sponsorship audit into @gobadger.io: To help brands make that decision with a clearer understanding of what they’re getting for their money.
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