Katlego Sekhu
According to Afri Forum, taxpayers shelled out at least R1.3 million for “super fans” Mama Joy Chauke and Botha Msila’s travel and accommodation during last year’s Rugby World Cup in France.
An article published by Afr Forum claims the information was contained in feedback from the Department of Sports, Arts, and Culture that the civil rights organisation AfriForum received following an application in terms of the Promotion of Access to Information Act (PAIA).
In light of this, 959 Breakfast invited Nqobile Ndlovu, Sports Business Specialist & Founder of CashNSports, to share insights on whether this spending by the Department of Sports, Arts, and Culture was justified or not. Listeners also joined the discussion.
Ndlovu observed that, from his perspective, the spending may not be unreasonable considering the earned media value. “They promoted South Africa and the South African flag extensively, garnering significant television exposure. “They were on TV a lot. I remember specifically in the finals.”
He further pointed out that many other countries also sent ambassadors, emphasizing the importance of considering the return on investment (ROI). “If a percentage of those reached end up visiting South Africa, then it justifies the expenditure,” Ndlovu explained. Additionally, the consistent presence of South African imagery on television contributes to positive brand perception and potentially attracts visitors, ultimately yielding returns on the investment.
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