Absa – Brands & Branding 2017

Posted: October 5, 2018

Absa understands the profound impact that sports, arts and culture can have on a nation collectively and on individuals. We’ve seen their power to uplift and inspire, to galvanise and to empower, making the lives of everyone – from every day South Africans to future stars – better. They subscribe to the belief that commitment and living passionately propels people toward their dreams, helping them to prosper.

Sponsorship offers the perfect platform to enable prosperity through passion: by motivating and growing the passions of all the communities that Absa operates in, fostering prosperity. As a result, Absa is dedicated to the pursuit of passion-based sponsorships. Absa’s brand’s involvement in flagship sports, lifestyle and arts and culture sponsorships reflect the diverse cultural and ethnic backgrounds of its customer base. The Absa Premiership is a testament to the level of engagement and solidarity that people can forge when they share their passion. The official sponsor of the Absa Premiership since 2007, Absa’s sponsorship of this pinnacle football property has made it an integral part of one of South Africa’s great obsessions, sharing in the passion of fans and the development of coaches and players alike.

Absa has used the scale of the Absa Premiership, the biggest domestic league on the African continent and South Africa’s most-watched sport, to highlight the brand’s involvement in key initiatives. One such example is Ready to Work, Absa’s free online work readiness programme. With over 30 million South Africans watching the league, Absa has effectively used the power of football and the passion of the Absa Premiership to amplify Ready to Work and showcase the brand’s promise of a better future for all South Africans through education and up-skilling.

Absa’s association with the Cape Epic, which they’ve been title sponsors of since 2006,has created similar bonds.

Through an unparalleled pre-race programme and race experience that includes everything from training rides and family/supporter hospitality, to daily mechanic and chiropractic services; Absa supports its clients’ ambitions to conquer the world’s toughest mountain bike race.This sentiment is embodied in the brand’s ‘Conquer as one’ campaign, which celebrates and pays tribute to all Absa Cape Epic supporters – most notably the riders’ families – that play a role in helping riders complete the gruelling race and accomplish this remarkable physical and mental achievement.

Over the past three years, the Absa Cape Epic sponsorship has also enabled Absa the opportunity to afford riders from the Diepsloot Mountain Bike Academy, a foundation supported by Absa, an opportunity to participate in this world-renowned event and garner valuable work experience.

Absa’s arts and culture sponsorship is driven by the desire to be part of the continued growth of arts and culture in South Africa, nurturing South Africa’s rising talent and investing in the cultural prosperity of our diverse nation. Their long standing partnership with the Klein Karoo Nasionale Kunstefees (KKNK) is a perfect example. The annual visual and performing arts spectacular has grown significantly since its inception in 1994, bringing a community together and raising the profile of an eclectic mix of actors, artists, writers, dancers, singers and comedians.

Similarly, the 32 year sponsorship of Africa’s premier art competition, Absa L’Atelier, gives young, emerging artists a platform to make their mark, and launch their careers. It’s where passions collide and give rise to incredible talent while catering to art lovers throughout the continent.

“Sponsorship is a proof point of brand”, says Colleen Jackson, General Manager – Brand. “We really want to show our clients that we not only support and grow the things that they are passionate about, but as Absa clients, they get something special when they attend an Absa Premiership game, the KKNK, an Absa L’Atelierart exhibition or cycle the Absa Cape Epic – whether it’s a discount on kit or tickets when using their Absa Card, exclusive access to an artist, or a VIP experience only for Absa cardholders. We believe that sponsorship offers us a real opportunity to differentiate our brand by offering real benefits to Absa clients, making their lives better.”