South Africa, July 11 -- Yet, these same global sponsors too often settle for little more than a local broadcast buy. It's an illogical dynamic - and one that leads to missed opportunities.

Because local marketing teams inherit these rights 'for free', there is a tendency to undervalue, underestimate, and under-appreciate what can still be achieved, often assuming the job is done with a media buy applying the global creative assets. It isn't. Without genuine activation, this approach is little more than garage decor - an exquisite car idling behind the gate. From my experience, brands typically allocate less than a third on leverage/activation for every rand spent on rights when they invest in local sponsorship properties. That leaves si...