In the world of communications and media space, brands have to innovate constantly to stay ahead of the pack.
Primedia Group appointed Tobie Badenhorst to lead Primedia Sport as vice president from July 2024. Badenhorst brings nearly 20 years of experience in the South African sport industry.
At Nedbank, where he was head of group sponsorships and events, his notable projects include multiple award-winning sponsorships such as the Nedbank Golf Challenge, Nedbank Cup, Nedbank Running Club, Nedbank International Polo, and more recently American Express’s headline sponsorship of Tennis South Africa.
Primedia Group plans to turn the sports division into commercial assets: “Primedia Sport will provide a comprehensive suite of services for its advertisers and sponsors who seek opportunities in the sports industry, including brand partnerships and sponsorships, event management and activation, digital content creation for primary distribution to platforms and facilitating thought leadership masterclasses for the sport leaders,” said the media group is a press statement.
“This initiative reflects Primedia’s commitment to contributing towards the transformation of the sports marketing and management landscape in Southern Africa,” writes the company. “Primedia recognises the vital role that sport plays in uniting South Africans and fostering national pride.”
Speaking about his new job at the Primedia Sports, “I am deeply honoured by the trust that Jonathan and Primedia have placed in me,” said Tobie Badenhorst. “I look forward to unlocking new revenue opportunities for the company and positioning Primedia Sport as a cooperative new entrant in the market. With our innovative strategies and commitment to excellence, we aim to be helpful to the sports community over time.”
Jonathan Procter, CEO of Primedia Group, expressed his confidence in the investment in Primedia Sport and in Tobie’s appointment, stating, “Sport and the Arts remain under-served in Southern Africa despite the fact that they are some of our most visible exports and unifying collective endeavours. We are pleased to welcome Tobie to the Primedia family.
Tobie holds a sport management degree and an honours degree in marketing management from the University of Pretoria, and recently completed a programme at the Harvard Business School in the Business of Entertainment, Media, and Sport.
