Branding and football


Mindspace Africa, a below-the-line brand marketing and sponsorship agency, has for the third year in a row conceptualised and produced the Coca-Cola Football Stars TV series. The reality show has grown into a 10 x one-hour series that is being aired on Sundays at 18:05 on South African free to air channel

Coca-Cola Football Stars is a national high school football competition run under the auspices of SASFA (South African Schools Football Association) that involves some 3 000 schools each year.

The tournament provides a platform for football identification and selection, which translates into an aspirational reality show that takes an in-depth look at the sheer passion of the players, their family backgrounds, pressure from schools and social lives. Watching the players’ hopes and football dreams keeps viewers riveted week after week.

This year the viewers will not only see some great soccer, but the show has been scripted so that viewers will actually get to know the boys who are taking part.

The scouting element of the competition this year has seen the involvement of former soccer personalities Clive Barker, Steve Khompela and Doctor Khumalo. They shortlisted 50 of the best youth football players for a gruelling eight-day workshop at the Pretoria High Performance Centre in Gauteng.

“The team was trained by our Coca-Cola scouts and as a result of Mindspace Africa’s relationship with Real Madrid, they were also observed by Real Madrid chief scout, Antonio Vilches. A dramatic series of eliminations then took place until the scouts had their team of 16 players. These players then flew to Spain to compete against the Real Madrid youth teams.

“It is our belief that youth-orientated football projects will go a long way in contributing to African soccer as a whole. It is our vision to combine African football and brands like Coca-Cola in partnerships that will not only serve as a powerful marketing tool but also aid in enhancing African soccer and preparing the youth for the world cup in 2010,’ says Wayne Tlhagoane, Group Managing Director of Mindspace Africa.


Please enter your comment!
Please enter your name here