Case Studies
Case Studies
Metropolitan COSAFA Cup 2006 – 14 days notice, which venue?
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In early November 2006 SAFA approached Metropolitan with a proposal to be the Exclusive and Official sponsor of the annual U20 Cosafa Tournament which had been in existence for the past 6 years. The event was due to take place in early December 2006.
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Sponsorship Consultancy
Metropolitan uses small suppliers from each area
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Metropolitan has a long heritage with strong commitment to established values, they pride themselves as being a pioneer of empowerment which has outperformed competitors in recent years. They were particularly focused on using the Metropolitan U19 National League to infiltrate communities and show their commitment to those communities.
In addition, it was important to connect their regional staff to current clients, whilst also accessing potential customers. One of the key insights into Metropolitan regional staff was that they felt somewhat inferior to the Sanlam and Old Mutual competitors and needed a platform to connect with potential customers at grass roots level.
Kaelo realised that it would be a strategic mistake to use big city suppliers for activations in various small towns, rural areas and even big city townships. By hiring local caterers, drinks suppliers, tent and facility hire etc. directly from SMMEs in the actual areas of activation, Metropolitan lived up to its positioning as “Together we can”.
Over 100 small, local suppliers have now been used over the past two years of the Metropolitan U19 National League. Many of them have received continued support from local Metropolitan Regional offices who have taken them on as part of the Metropolitan Enterprise Development Programme.
As part of the commitment to SAFA’s Vision 2010, of which Metropolitan is a sponsor, Kaelo has instituted training and support training to these suppliers with a view to empowering them as South Africa moves toward 2010 FIFA World Cup.