The Science Of ...

Why brands sponsor sport (despite costs and getting blamed for poor performance)

We’ve integrated them [Chad le Clos and Wayde van Niekerk] into our business.

Dr Craig Nossel, Discovery Vitality Wellness

Often you get blamed as a sponsor [for the poor performance of a team]!

Dr Craig Nossel, Discovery Vitality Wellness

Companies often market their brands, products and services by sponsoring sports events and teams.

The benefits to sportspeople, events and teams are obvious.

But, why do brands sponsor sport?

The Money Show’s Bruce Whitfield interviewed Discovery Vitality Wellness Head Dr Craig Nossel about the science of sport sponsorships.

Listen to the interview in the audio below (and/or scroll down for more quotes from it).

It can be a costly strategy.

Dr Craig Nossel, Discovery Vitality Wellness

We want people participating more than we want them watching.

Dr Craig Nossel, Discovery Vitality Wellness

Most of our spend is sitting overseas with the English Premier League.

Dr Craig Nossel, Discovery Vitality Wellness

Click here (then “like” the page) to follow Bruce on Facebook.

Enter your email address in the form below to receive a newsletter containing the most-read articles of the week from Bruce Whitfield’s The Money Show every Friday morning in your inbox.

Subscribe to our Business Wrap Newsletter


702 welcomes all comments that are constructive, contribute to discussions in a meaningful manner and take stories forward.

However, we will NOT condone the following:

  • Racism (including offensive comments based on ethnicity and nationality)
  • Sexism
  • Homophobia
  • Religious intolerance
  • Cyber bullying
  • Hate speech
  • Derogatory language
  • Comments inciting violence.

We ask that your comments remain relevant to the articles they appear on and do not include general banter or conversation as this dilutes the effectiveness of the comments section.

We strive to make the 702 community a safe and welcoming space for all.

702 reserves the right to: 1) remove any comments that do not follow the above guidelines; and, 2) ban users who repeatedly infringe the rules.

Should you find any comments upsetting or offensive you can also flag them and we will assess it against our guidelines.

702 is constantly reviewing its comments policy in order to create an environment conducive to constructive conversations.

Read More
How your phone can help you pay less for insurance

How your phone can help you pay less for insurance

The Money Show’s Bruce Whitfield interviews Outsurance CEO Danie Matthee.

Cape Town International Convention Centre is state-owned... and profitable!

Cape Town International Convention Centre is state-owned... and profitable!

The Money Show’s Bruce Whitfield interviews Cape Town International Convention Centre (CTICC) CEO Julie-May Ellingson.

How “business rescue” works to save distressed companies

How “business rescue” works to save distressed companies

The Money Show’s Bruce Whitfield interviews Werksmans Attorneys Director Dr Eric Levenstein.

Cheap flights to exotic destinations... no travel agent required!

Cheap flights to exotic destinations... no travel agent required!

The Money Show’s Bruce Whitfield interviews Ross Kata (Expedia Area Manager for Africa, Indian Ocean and Israel).

South Africa’s largest airports are bursting at the seams

South Africa’s largest airports are bursting at the seams

The Money Show’s Bruce Whitfield interviews Airports Company South Africa (Acsa) CEO Bongani Maseko.

Bond market 101 (and why foreigners are dumping South African bonds)

Bond market 101 (and why foreigners are dumping South African bonds)

The Money Show’s Bruce Whitfield interviews RMB Fixed Income Specialist Gordon Kerr.

Popular articles
South Africans Doing Great Things |  Nkosinathi Nkomo

South Africans Doing Great Things | Nkosinathi Nkomo

Wasanga speaks to Co-founder of AquaRenu, Nkosinathi Nkomo about turning a problem into an opportunity.

Dr Mbuyiseni Ndlozi opens up about his thesis

Dr Mbuyiseni Ndlozi opens up about his thesis

Ndlozi explains the significance of the the first chapter of his thesis: 'Trauma in the archives'.

German prosecutors probing Steinhoff CEO Markus Jooste (for accounting fraud)

German prosecutors probing Steinhoff CEO Markus Jooste (for accounting fraud)

The Money Show’s Bruce Whitfield interviews Steinhoff International Chairperson Christo Wiese.

Is it normal to have a curved penis? Dr Shingai explains

Is it normal to have a curved penis? Dr Shingai explains

Urologist Dr Shingai Mutambirwa says penile curvature is only a concern if it impedes a man's ability to have penetrative sex.

Who is Advocate Tembeka Ngcukaitobi?

Who is Advocate Tembeka Ngcukaitobi?

The EFF lawyer stole the show during the state capture report court battle.

Meet Shoprite’s Christo Wiese, ruler of retail (and 3rd richest African)

Meet Shoprite’s Christo Wiese, ruler of retail (and 3rd richest African)

Bruce Whitfield interviews the remarkable Wiese (net worth R100 billion!) about how it all began and where it’s going.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...

Blesserfinder: Matching you with a sugar daddy near you

Blesserfinder: Matching you with a sugar daddy near you

Is social trend Blesserfinder, where girls are allegedly matching up with rich 'benefactors' in exchange for sex, a real thing?