Virgin Active Chief Points To World Cup Family Factor

Speaking exclusively to Sportindustry.biz’s sibling website in South Africa, Ross Faragher-Thomas, managing director of Virgin Active South Africa, has suggested that the World Cup has made sport in South Africa more family-orientated than ever before.

In an in-depth interview with Sportindustry.co.za, Faragher-Thomas, who has been named on the judging panel for the inaugural Virgin Active Sport Industry Awards in South Africa, explained that the World Cup has prompted a rethink of the traditional marketing approach in South African sport:

‘Sports brands are looking to widen their demographic. The female market and the family market are being targeted much more than ever before. As result, I’ve noticed that the entertainment component of sport has also become a bigger focus than in the past.

‘Whilst there has always been interest and investment in South African sport, this is now being backed up by a passion and enthusiasm for the opportunities that sports marketing can create.’

Faragher-Thomas, whose firm is also the title sponsor of the Awards, is one of the first names announced for the Judging Panel – a role in which he will be responsible for helping to choose the inaugural Awards’ winners.

Presented in front of a star-studded audience of all the key stakeholders in South African sport, the Virgin Active Sport Industry Awards will recognise and reward the best the South African sport business has to offer in categories covering marketing, PR, sponsorship, media, advertising and design.

To learn more about the Virgin Active Sport Industry Awards and to read the full interview with Faragher-Thomas, visit www.sportindustry.co.za.