When Capitalize Media secured Naked as the official broadcast partner of the 2026 Easter Festival Season on SuperSport Schools, the objective was never simply to place advertising in front of an audience.
The partnership was strategically designed to connect Naked with one of South Africa’s most engaged and influential communities through authentic sporting moments that matter. By leveraging the scale and reach of the SuperSport Schools ecosystem, the campaign positioned Naked at the centre of the country’s biggest school rugby, hockey, football and multi-sport festivals while building meaningful connections with learners, parents, alumni and school communities across South Africa.
As a modern insurance brand built for today’s audience, Naked aligned naturally with a platform that reaches highly engaged consumers in trusted environments. More importantly, the partnership recognised that these audiences are not simply the consumers of tomorrow. They are influencing purchasing decisions, shaping household conversations and driving brand consideration today.
Across the Easter Festival season, the partnership generated:
• 3.4 million total views • 67.8 million total consumption minutes • 125 live television broadcasts • 269 secondary television broadcasts
One of the standout strengths of the campaign was the continued value generated beyond live broadcasts. Video On Demand (VOD), highlights packages and repeat broadcasts continued delivering exposure long after the final whistle had blown. VOD accounted for 33% of all app views, while secondary linear broadcasts contributed 49% of the total linear audience, demonstrating how school sport content continues to create value for sponsors well beyond live match coverage.
Several flagship events delivered exceptional results for the partnership. The St Mary’s Hockey Festival, Bayhill Premier Cup, St John’s Easter Rugby Festival and KES Easter Festival
collectively generated approximately 76% of total festival consumption minutes, placing Naked at the centre of the season’s most-watched sporting moments.
Football emerged as one of the standout performers, with the Bayhill Premier Cup alone generating more than 603,000 views and over 17 million minutes of consumption. Rugby continued to drive strong engagement throughout the Easter calendar, with festivals such as KES, St John’s, Kearsney and Pretoria Boys High attracting large and highly engaged audiences from across South Africa and beyond.
Beyond sponsorship integration, Naked also leveraged the power of the SuperSport Schools ecosystem through a dedicated television commercial campaign. Naked’s commercials were aired on SuperSport Schools Channel 216, reaching a cumulative audience of more than one million viewers. On average, viewers were exposed to Naked’s messaging nearly twice during the campaign period, helping reinforce brand awareness and strengthen recall.
The partnership extended far beyond live broadcasts. Naked featured across social media, WhatsApp, newsletters and SuperSport Schools Plus, ensuring multiple touchpoints with audiences throughout the season. Editorial content, branded storytelling and targeted audience engagement helped create a consistent brand presence across the entire ecosystem.
Importantly, this was not a traditional media buy. Capitalize Media worked with Naked to develop a fully integrated partnership strategy designed to maximise visibility, engagement and relevance. Rather than relying on a single advertising channel, the campaign incorporated in-match advertising, 30-second television commercials, SuperSport Schools App pre-rolls, newsletter integrations, SuperSport Schools Plus editorial articles, social media content and WhatsApp Channel activations.
This omnichannel approach ensured that the Naked brand remained visible throughout the entire audience journey. Audiences engaged with the brand before events, during live broadcasts and long after the final whistle through on-demand content, editorial storytelling and digital engagement. By combining the scale of broadcast television with the targeting and engagement opportunities available across digital platforms, the campaign delivered meaningful exposure at every stage of the consumer journey.
The success of the Naked Easter Festival partnership demonstrates the growing commercial value of youth sport in South Africa and the importance of building partnerships that go beyond traditional advertising. Today’s school sport audiences represent a highly engaged community with significant influence, purchasing power and long-term brand value.
For Capitalize Media, the partnership serves as a powerful example of how brands can unlock greater value through a strategically designed, fully integrated omnichannel approach. Through the combination of broadcast, streaming, digital content, social media, editorial storytelling and direct audience engagement, brands can achieve both scale and meaningful connection with audiences that matter.
As brands and media agencies continue to search for authentic environments that deliver both attention and impact, the SuperSport Schools ecosystem offers a unique opportunity to engage with one of South Africa’s most valuable audiences.
If your brand is looking to connect with highly engaged communities through trusted content and measurable outcomes, Capitalize Media would welcome the opportunity to explore what a partnership within the SuperSport Schools ecosystem could look like.
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