Tiger Brands

Our Relationship

From 2012 to 2018, Tiger Brands partnered with us to deliver sports sponsorship activations across a portfolio of 11 brands. While the programme included brands such as Oros, Jungle Oats, All Gold, Maynards and more, the majority of our work centred around Energade, supporting the brand's presence at some of South Africa's largest endurance and sporting events.

The Challenge

Tiger Brands required an activation partner capable of managing Energade's presence across a demanding sponsorship calendar.

The brief was to maximise visibility, create meaningful consumer engagement, and bring the brand to life at major sporting events including the Comrades Marathon, Dusi Canoe Marathon, Cape Epic, rugby fixtures, and football events.

The solution

We delivered a multi-year activation programme that transformed Energade's sponsorship rights into physical brand experiences. Our role included activation planning, experiential design, fabrication, logistics, staffing, and on-site execution across multiple event types and locations.

A key highlight was our work at the Comrades Marathon, where we designed and built large-scale Energade environments that combined hospitality, product engagement, sampling opportunities, and branded presentation spaces within a single activation footprint.

Across six years of partnership, we helped maintain a consistent Energade presence at some of South Africa's most recognised sporting events, creating opportunities for direct consumer engagement while supporting the brand's position within the endurance sports category.

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