The 2026 Easter Festival season on SuperSport Schools showcased the growing power of youth sport content in South Africa, with the OMO x SuperSport Schools partnership delivering exceptional reach, engagement and long-term brand visibility across the country’s biggest school sporting moments.
Across rugby, hockey, football and multi-sport festivals, the campaign generated:
● 6.2 million total views
● 91.1 million total consumption minutes
● 136 live matches broadcast on linear TV (Channel 216 and other SuperSport Channels)
● 256 secondary linear broadcasts
● 18,276 ad displays across the ecosystem
One of the standout insights from the campaign was the continued value of content beyond live play. Video On Demand (VOD), highlights and repeat broadcasts contributed significantly to audience growth, contributing 48% of the total linear audience. VOD accounted for 32% of all App views, reinforcing how school sports content continues delivering value long after the live event concludes. All of which carries the sponsor and advertising assets.
The Easter Festival season also demonstrated the strength of linear television within the school sports ecosystem. Linear platforms accounted for 87% of total festival consumption minutes, placing OMO branding in the deepest and most engaged viewing environments throughout the campaign.
Several flagship events led the way in audience performance, with the St Mary’s Hockey Festival, Bayhill Premier Cup, St John’s Easter Rugby Festival and KES Easter Festival collectively delivering approximately 73% of all festival advertising assets and 76% of total consumption minutes.
Football emerged as one of the strongest-performing sporting codes, with the Bayhill Premier Cup alone generating over 603,000 views and more than 17.1 million minutes of consumption.
Rugby continued to dominate overall engagement, delivering over 50.5 million minutes of consumption across the season.
Beyond broadcast integration, the campaign extended strongly into social and community engagement. OMO content across social media generated over 909,000 interactions and 121,000+ views across photo, video and link content. Meanwhile, the SuperSport Schools WhatsApp Channel continued driving audience interaction through branded festival content and short-form storytelling to it’s over 400,000 subscribers..
A standout element of the campaign was the “OMO Dirtiest Player of the Match” social media interviews, which became a fun and engaging extension of the partnership across the SuperSport Schools digital platforms. These short-form interview moments helped drive strong audience interaction, while naturally integrating the OMO brand into authentic post-match storytelling and player celebration content. All supported by in-match commentary.
Another highlight of the partnership was OMO’s on-the-ground activation at the Pretoria Boys High Rugby Festival, which marked the festival’s historic 125th Anniversary edition. The activation allowed OMO to engage directly with players, parents and supporters on-site, further strengthening the connection between the brand and the school sports community while extending the campaign beyond the broadcast environment.
The success of the OMO x SuperSport Schools Easter Festival campaign once again highlighted the strength of youth sports as a premium storytelling and brand engagement platform, one capable of driving both emotional connection and measurable scale across South African audiences.
Contact:
Van Zyl Jacobs: Commercial Director. Let’s talk.
vanzyl@capitalizemedia.co.za | +27 73 465 3332
Contact Avela Mbuyazi: Client Servicing Director. Let’s talk.
avela@capitalizemedia.co.za | +27 83 377 0777