Also known as the Calabash, FNB Stadium is the largest sports arena in Africa with a seating capacity of just short of 95 000 people.
To help marketers reach each and every attendee, Primedia Unlimited’s targeted lifestyle advertising company, Targeted Lifestyle Communication (TLC), has been awarded the exclusive advertising rights on concourse billboards and in all washrooms within the stadium, by Stadium Management SA (SMSA) and SAIL.
“We will proudly be applicating full door branding and mirror branding in 28 dual gender sites,” explains TLC’s Joint Managing Director, Greg Bruwer. “We have also been awarded the advertising rights to 20 concourse billboards in and around the stadium measuring 1.5m x 3.6m in size.”
“As a targeted lifestyle advertising company the fit creates a lot of synergy with our platforms in that our extended target markets, and the resulting ad campaigns will be very specific to each event held at FNB Stadium, whether its music or sport related,” he says.
“We at TLC have always believed in one on one niched communication and these additional rights simply allow us to do that on a much larger scale.”
Every person that attends an event at the stadium wants to be there. These advertising rights allow advertisers to communicate with specific demographics with absolutely no advertising wastage. This demographic can be further segmented should the target market be male or female.
Most notably the FNB Stadium was the site of struggle icon, Nelson Mandela's first speech in Johannesburg after his release from prison in 1990, and served as the late statesman’s memorial service in 2013.
It was also famously the venue for the memorable 2010 FIFA World Cup opening game featuring Bafana Bafana and Mexico as well as the tournament final between the Netherlands and Spain.
The SMSA-managed precinct has also been host to the country’s leading sporting events, including the record setting fixtures involving the Springboks rugby national team and the epic Soweto Derby soccer showdown featuring Kaizer Chiefs and Orlando Pirates.
FNB Stadium has a host of music events under its belt, including concerts from U2, Lady Gaga and One Direction.
“We’re really excited at the possibilities for us as a company, and for our advertisers who can look forward to amazing marketing returns on their investment, with the addition of the FNB stadium on our portfolio,” says Greg.