The 2024 Sport Industry Awards, held on 3 December at Vodaworld in Midrand, Johannesburg, were a true celebration of the best in South African sports marketing. The campaign that truly stood out was Betway Back the Boks by FuturePlay, which took home the Experiential Marketing Award. This win was especially significant for anyone involved in marketing.
The Magic Behind Betway’s ‘Back the Boks’ Campaign
The Betway Back the Boks campaign was more than just a sports promotion—it was an experience that brought fans closer to the action. FuturePlay, the agency behind the campaign, created a series of interactive and immersive experiences designed to rally the nation behind the Springboks during a critical period in their journey.
What made the campaign so special was how it used a mix of digital and physical activations to create a deep connection with fans. Whether it was through social media interactions, live activations, or even augmented reality, Betway Back the Boks made fans feel like they were part of something bigger than just watching a game. It wasn’t just about supporting a team—it was about becoming part of a movement.
Why It Was a Game-Changer
The key to the campaign’s success was its ability to combine technology with fan interaction. Using augmented reality (AR), gamification, and fan-generated content, FuturePlay created a space where people could actively participate in the excitement. Fans weren’t just spectators; they were encouraged to share their support, create content, and engage with each other—both online and in person.
This kind of engagement helped Betway not only increase its brand visibility but also forge a stronger emotional connection with South African rugby fans. By empowering fans to be more involved, the campaign turned simple sports sponsorship into a dynamic, two-way conversation.
Other Notable Winners from the 2024 Sport Industry Awards
While Betway Back the Boks rightly earned its spot in the spotlight, the evening also saw other impressive campaigns and initiatives take home awards:
- Agency of the Year: T+W
- Active & Wellbeing Award: ABSA Run Your City Series – Playmakers
- Audio Visual Content of the Year: Chasing the Sun 2 – SuperSport, SA Rugby, and T+W
- Social and Environmental Impact Award: Bic x Mpumelelo – Retroviral & Shaun James Film & Integer
- Campaign of the Year: Chasing the Sun 2 Marketing Campaign – T+W
- Sports Organisation of the Year: Lions Cricket – Central Gauteng Lions
- Event of the Year: The 2024 Castle Lager Rugby Championship and Incoming Series – SA Rugby
What This Means for the Industry
The 2024 Sport Industry Awards highlighted the incredible potential of experiential marketing to connect with audiences on a deeper level. Betway Back the Boks proved that when done right, experiential campaigns can not only elevate a brand but also create lasting memories for fans.
The 2024 Sport Industry Awards truly proved that sports marketing, when done creatively and authentically, can be a powerful force for both brands and fans alike.
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