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    Primedia Sport Scores Big with Tobie Badenhorst as New Vice President

    The world of sports marketing in Southern Africa is about to get a thrilling boost. Primedia Group has just announced a game-changing move: Tobie Badenhorst will take the reins of Primedia Sport as Vice President starting July 2024. This exciting development underscores Primedia’s dedication to revolutionizing the sports marketing and management landscape in the region.

    Primedia Sport isn’t just joining the game; it’s poised to be a key player, offering a full range of services to advertisers and sponsors eager to make their mark in the sports industry. From dynamic brand partnerships and sponsorships to top-notch event management and activation, digital content creation, and thought leadership masterclasses for sport leaders, Primedia Sport promises to deliver it all.

    At the heart of this new venture is Tobie Badenhorst, a seasoned veteran with nearly two decades of experience in South African sports. Tobie’s impressive track record includes pivotal roles in major sports events. He was a founding member of the FNB Varsity Cup and managed key sponsorships for First National Bank, such as the FNB Classic Clashes, and hospitality for the 2009 FIFA Confederations Cup and the 2010 FIFA World Cup. His tenure at Nedbank as Head of Group Sponsorships & Events saw him spearheading award-winning initiatives like the Nedbank Golf Challenge, Nedbank Cup, Nedbank Running Club, Nedbank International Polo, and more recently, American Express’s headline sponsorship of Tennis South Africa.

    Holding a sport management degree and an honours degree in marketing management from the University of Pretoria, plus a recent stint at Harvard Business School focusing on the Business of Entertainment, Media, and Sport, Tobie is primed for this new challenge. “I am deeply honoured by the trust that Jonathan and Primedia have placed in me,” Tobie remarked. “I look forward to unlocking new revenue opportunities for the company and positioning Primedia Sport as a cooperative new entrant in the market. With our innovative strategies and commitment to excellence, we aim to be helpful to the sports community over time.”

    Jonathan Procter, expressing his confidence in this strategic move, said, “Sport and the Arts remain under-served in Southern Africa despite being some of our most visible exports and unifying collective endeavours. We are pleased to welcome Tobie to the Primedia family. His extensive experience and unwavering dedication to the sports industry, combined with our ‘first principles thinking and collaborative approach,’ will undoubtedly enhance Primedia’s culture of fast iteration and innovation, creating compelling content for our clients and audiences. Primedia has recognized the importance of women’s sports and is committed to supporting and promoting sport at all levels, especially those that have been under-served in the past.”

    With Tobie Badenhorst leading the charge, Primedia Sport is set to blaze new trails and elevate the sports marketing and management industry in Southern Africa.

    Main Image: Primedia

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