Habana, Sharman launch digital sports marketing agency
Former Springbok, Bryan Habana, and Mike Sharman, co-founder of Retroviral Digital Communications, have launched Retroactive. This new creative digital sports marketing agency will manage fully integrated digital marketing campaigns for customised sport sponsorships and events.
“Sponsorship for sponsorship’s sake seldom achieves the full potential that a strong sports-marketing campaign can deliver, and we have seen that a strong campaign that connects the right athlete and sport with the right audience can achieve exceptional results,” says Sharman. “We’re inspired to achieve great results for clients, and we’re excited about the potential in this industry — which is why we’ve launched Retroactive.”
“I’ve been fortunate enough to experience sport from both the player and brand perspective, based on my commercial ventures that I have been involved in during my professional rugby career,” says Habana. “Retroactive has been inspired by innovative thinking in digital sports marketing that won’t only challenge the rules but aims to break them. We’re excited to blend our collective experience in sports and digital marketing to achieve exceptional, measurable results for our clients and the players who need to be guided in terms of the commercialisation of their personal brands.”
Retroactive will fulfil several roles for its clients, including:
- Creative digital marketing
- Greater ROI from sponsorships and campaigns run
- Conceptualising the right fit between brand and sport
- Collaborating with sports personalities to aid them in better commercialising their social platforms.
- Re-commercialising live sporting experiences that engage with fans
Habana, while internationally renowned for his sporting achievements, has found a passion for digital entrepreneurship over the past few years and recently completed a business unit manager course though the Toulouse Business School, during his time with French rugby club, Toulon. He based his final thesis on a social media application that addresses the issue of transitioning from professional sport into the business world.
He’s has also invested in a procurement solutions company in South Africa, Procura, that aims to add value to its clients’ procurement cycle in the form of more-efficient and -affordable procurement and logistic systems.
Supporting Habana and Sharman in the day-to-day running of the agency is Ben Karpinski as creative director, drawing upon his know-how on the business of sport commercialisation and consumer insights.
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