We brought African footbal culture to life. Through strategic media engagement and a continent-wide competition, we built visibility for PL30 Africa XI – partnering with Lucas Radebe to reach fans and honor the game’s legacy.
Audience Engagement Campaign
To mark 30 years of the Premier League, SuperSport launched the PL30 Africa XI campaign – inviting fans to vote for the greatest African players to ever play in the league.
The challenge
The campaign needed to reach football audiences across multiple markets while encouraging active participation. The task was to create a format that would spark conversation, nostalgia and debate among fans, while driving voting engagement through the campaign platform.
Our role
We developed and executed a multi-channel PR and creator strategy designed to build awareness and drive participation among football fans and digital audiences.
The approach
The campaign combined media coverage, influencer activation and fan-driven content:
- Secured targeted media opportunities across outlets including Newzroom Afrika, The Citizen and TimesLive
- Supported media engagements with high-profile campaign ambassadors across South Africa and East Africa
- Integrated sports journalists, bloggers and digital creators to extend the conversation across online and social platforms
- Activated creators to produce voting content, player debates and “Africa XI” picks that encouraged audience participation
The campaign tapped into nostalgia and shared football memory, positioning the vote as a celebration of Africa’s influence on the Premier League.
The impact
Creator collaborations generated over 408 000 impressions, while editorial coverage delivered an estimated 44.2 million advertising value equivalent across online media.
Phase one of the influencer campaign alone achieved 368 000+ impressions, 5 300 engagements and more than 1 300 link clicks, driving traffic to the voting platform.
The campaign sparked widespread conversation among football communities across Africa, reinforcing SuperSport’s role as the home of Premier League storytelling on the continent.
Audience Engagement Campaign
To mark 30 years of the Premier League, SuperSport launched the PL30 Africa XI campaign – inviting fans to vote for the greatest African players to ever play in the league.
The challenge
The campaign needed to reach football audiences across multiple markets while encouraging active participation. The task was to create a format that would spark conversation, nostalgia and debate among fans, while driving voting engagement through the campaign platform.
Our role
We developed and executed a multi-channel PR and creator strategy designed to build awareness and drive participation among football fans and digital audiences.
The approach
The campaign combined media coverage, influencer activation and fan-driven content:
- Secured targeted media opportunities across outlets including Newzroom Afrika, The Citizen and TimesLive
- Supported media engagements with high-profile campaign ambassadors across South Africa and East Africa
- Integrated sports journalists, bloggers and digital creators to extend the conversation across online and social platforms
- Activated creators to produce voting content, player debates and “Africa XI” picks that encouraged audience participation
The campaign tapped into nostalgia and shared football memory, positioning the vote as a celebration of Africa’s influence on the Premier League.
The impact
Creator collaborations generated over 408 000 impressions, while editorial coverage delivered an estimated 44.2 million advertising value equivalent across online media.
Phase one of the influencer campaign alone achieved 368 000+ impressions, 5 300 engagements and more than 1 300 link clicks, driving traffic to the voting platform.
The campaign sparked widespread conversation among football communities across Africa, reinforcing SuperSport’s role as the home of Premier League storytelling on the continent.
