The Springbok team will be able to charge between 20% to 30% more for sponsored posts on their social media channels after their World Cup Rugby win, brand analysts at a Cape Town advertising agency say.
Before the World Cup the national rugby team could charge advertisers between R30 000 and R35 000 for a tweet, between R25 000 and R30 000 per Instagram post, and R40 000 and R45 000 for each Facebook post, says Kirsten Dewar, managing director of advertising agency Platinum Seed.
With the surge in popularity after they won the tournament, the team can now get up to R45 500 per tweet,
R39 000 per Instagram post, and R58 500 per Facebook post.
"However, this will be short-lived as the hype wears off," Dewar told Business Insider South Africa.
The Springboks have roughly 710 000 followers on Twitter, 520 000 on Instagram, and 1,2 million on Facebook.
Advertisers track key metrics such as engagement, Dewar said — and the Springboks saw a big jump on that score during the Rugby World Cup in Japan.
The Springboks are also set to see a massive increase in merchandise-related sales, Dewar said.
Siya Kolisi, Cheslin Kolbe, and Faf de Klerk were the players who saw the biggest growth in their personal brands — and who can now charge more for endorsements via social media, Platinum Seed says.
Dewar believes the Springboks benefitted from using content generated by the team itself — with low production values — during the tournament.
"As an example, Rassie Erasmus' video message to South Africa prior to the matches made the audience and the entire nation feel as though they were alongside the players and a genuine part of the journey," she said.
— Business Insider SA.
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