Nedbank’s sponsorship of the Nedbank Cup provides a great platform for the brand to connect with the mass market and to position the bank as the ‘bank for all’. Nedbank has exceeded industry standards through innovative brand activations and the overall results and return on investment have indicated that the Nedbank Cup continues to grow from strength-to-strength.
As a brand property the Nedbank Cup has gained significant prominence for three reasons; first, it helps in growing and developing young talent, giving deserving players the opportunity to make their mark on the professional soccer scene. Second, the Nedbank Cup brings activities that benefit schools and communities around the country. Through the Goals4Goals campaign in partnership with The Sports Trust, Nedbank’s investment in soccer development resulting from the Nedbank Cup was just under R1 million for the 2012 season. Lastly, the tournament builds goodwill among soccer fans by enabling them to build a better life through the range of financial products and services linked to the cup.
Staging the curtain raiser to the 2010 FIFA World Cup, by playing the Nedbank Cup final as the inaugural match at the home of South African soccer, has undoubtedly been the highlight thus far.
The total prize money on offer in 2013 of almost R20m makes it the most lucrative cup competition in South Africa, with the winner taking home a cool R6m.