- Creators are reshaping South African sport, connecting athletes, brands, broadcasters and fans in new ways.
- Sports fandom is moving beyond TV through social media, podcasts, watch-alongs and creator commentary.
- Relatable creator content can grow audiences by connecting sport with culture, music, fashion and everyday life.
- Women’s sport needs year-round storytelling, not just attention during major tournaments.
- Influence goes beyond follower numbers, with relevance, engagement, authenticity and audience trust becoming key measures. *
The Africa Creator Festival’s MatchDay Sports Summit brought together creators, athletes, sporting organisations, rights holders, broadcasters, agencies and brands to examine how content and influencers are reshaping the future of South African sport.
The way South Africans watch and connect with sport is changing. The game may still begin on television, but the conversation now continues through social media, podcasts, watch-alongs and creator commentary online—turning sports viewing into a shared cultural experience.
This evolution was a central theme at the second Africa Creator Festival Sports Summit, held at the NBA offices in Sandton on 3 September. The Summit brought together creators, athletes, broadcasters, sporting organisations and brands to explore how content is helping sport reach new audiences and build stronger fandom.
Fandom grows beyond the game
Audiences are increasingly interested in more than results. They want deeper insights into the ‘real’ people behind the performance, how they prepare themselves, more about their personalities, personal and professional challenges or success, and lives away from the field of play.
Creators help bring these stories closer to fans by connecting sport with culture, music, fashion and everyday experiences. For audiences who may not yet follow a particular team or sporting code, relatable content can become the first step towards increasing fandom and gaining new followers of South African sport.
NBA South Africa country head Zeph Masote described content creators as an important link between sport and its audiences.
“Creators serve up content that grows the brand and the sport and brings both closer to audiences,” said Masote in reference to basketball on the African continent.
When sport is presented through familiar voices and cultural references that are relatable, it becomes easier for people to see themselves as part of it. This is particularly important for South African sporting organisations seeking to attract younger and more diverse fan communities.
NBA South Africa head Zeph Masote on panel
Sports viewing becomes a shared experience
Watching sport is no longer limited to one screen. Fans may follow a live broadcast while simultaneously engaging with creator commentary, social conversations or online watch-alongs.
This does not replace traditional broadcasting. Instead, it expands the experience and allows audiences to participate in ways that suit their interests. Some fans want statistics and expert analysis, while others are drawn to humour, personality and the feeling of watching alongside a community.
Tumelo Selikane, managing director of Nielsen Sports South Africa, noted that television statistics alone no longer reflect the full audience around a sporting event. Streaming, social commentary and creator content can extend its reach significantly.
“You’re not just content creators. You’re broadcasting sports content and commentary,” said Selikane.
Comedian and podcaster Eugene Khoza’s World Cup Watch Along Party with Trevor Noah demonstrated how creator-led formats can recreate the unity, debate and companionship of watching football with friends—even when audiences are participating from different locations.
“Watch-alongs create a community around the game. People are not only watching the sport; they are sharing the reactions, humour and conversations that make watching together so special,” said Khoza.
For broadcasters, rights holders and sponsors, these changing habits create an opportunity to follow audiences across platforms and extend the value of sport beyond the live event on traditional platforms.
As SAFA commercial and marketing manager Errol Madlala explained: “How we look at media will be less about the format and more about the audience.”
Keletso Totlhanyo, head of SABC Sport also acknowledged that the broadcaster has recognised the growing community online and that they are incorporating ways through social and through the SABC Plus app to bring this community closer.
Build partnerships around the whole journey
Creators can also help keep audiences engaged between major events. This is particularly important for women’s sport, where attention often peaks during tournaments but declines once the competition ends.
South African netball captain Khanyisa ‘KC’ Chawane encouraged brands and creators to invest in the full athlete journey, including training, recovery, setbacks and personal ambitions, building an ongoing narrative which resonates, resulting in emotional investment and engagement from the viewer.
“A tournament is not the whole story. It’s just a chapter of a bigger story,” said Chawane.
Sinalo Jafta, Proteas Women player, added, “Once you invest and you actually see this team grow, that’s where your return on investment is”.
Consistent storytelling gives supporters reasons to remain connected while creating longer-term opportunities for athletes, brands and sporting codes. For creators to contribute meaningfully, however, they need appropriate access, creative freedom and the opportunity to collaborate beyond once-off campaigns. “
Turn influence into lasting value
As creators become more important to sports media, authenticity must be supported by consistency, audience understanding and professional delivery. Group account director from Ogilvy PR and Influence, Ntokozo Masimula summed it up as “people trust people”, encouraging creators to be relatable in their content delivery.
Sibu Mabena, founder and CEO of Duma Collective, encouraged creators to understand what their communities respond to and how their content contributes to campaign objectives.
“Study your audience. You have to understand how your audience is going to help you reach your KPIs,” said Mabena.
Brands and sporting organisations must similarly look beyond follower numbers. Audience relevance, engagement quality and a creator’s ability to tell credible stories provide a more meaningful indication of influence.
Growing South African sport together
The opportunity is not simply to use creators to promote sport. It is to recognise their role in how sport is discovered, watched and discussed.
Creators must continue developing distinctive work and building sustainable businesses. In turn, broadcasters, sporting organisations and brands must provide access, investment and room for meaningful collaboration.
By working together, the sport and creator industries can reach new audiences, strengthen fan communities and ensure that more South African sporting stories are seen and celebrated.
* Summary created by AI
The Africa Creator Festival advances Africa’s creator economy by connecting creators with brands, industry leaders and commercial opportunities. The Festival supports creators in transforming their creativity and influence into sustainable enterprises.
