How SABC Sport activated AFCON 25
A multi-format visibility system designed to ensure SABC Sport owned the AFCON conversation — on screens, on streets, and in real time.
THE CONTEXT
A continental tournament demands more than coverage
AFCON is not just a broadcast event — it is a cultural moment.
Audiences don’t only watch matches; they talk, predict, share, and engage across platforms before, during, and after games.
The challenge for a broadcaster during a tournament of this scale is clear:
remain visible everywhere the audience is — not only on television.
THE OBJECTIVE
Make SABC Sport unmistakably present throughout AFCON
The objective was not to promote individual matches in isolation, but to establish SABC Sport as the central destination for AFCON across live broadcast, mobile viewing, social engagement, and physical presence.
OUTDOOR AWARENESS
Making the message unmissable
Outdoor messaging plays a critical role during major tournaments.
The billboard concept focused on a single, high-impact message:
DIGITAL TOUCHPOINTS
Designed for mobile-first consumption
Mobile platforms are where anticipation and reminders live.
Instagram Stories were designed as quick, scannable touchpoints reinforcing availability, accessibility, and immediacy.
LIVE ENGAGEMENT FORMAT
Turning matches into conversation
Live score-prediction GIFs designed for X (Twitter)
Match-specific formats released ahead of kick-off
Built for replies, reposts, and quote-tweets
Keeps SABC Sport present during live match conversation
ON-AIR CREDIBILITY
Faces audiences trust
Professional portraits of analysts and broadcasters were captured to ensure consistency across broadcast, digital platforms, and promotional material.
ON-GROUND MOMENTS
Where broadcast meets the audience
Live activations at Kyalami Shisanyama allowed SABC Sport to meet audiences where football culture already lives.
These on-ground moments bridged broadcast and real-world experience — capturing reactions, conversations, and atmosphere in real time.
THE TAKEAWAY
A visibility system, not isolated content
This case study demonstrates how major sporting moments benefit from layered visibility:
Outdoor for scale
Digital for frequency
Social for conversation
Broadcast personalities for trust
Each element supports the other — creating recognition, recall, and relevance throughout the tournament cycle.