Nelson Mandela Marathon Generates R9.3 Million in Sponsor Media Value

The recently held Nelson Mandela Marathon in Cape Town generated an estimated R9.3 million in advertising value equivalent (AVE) for its sponsors and associated partners during the period 1-22 October 2026, according to a review of sponsor media exposure.

The race received close to 1100 media references across multiple channels, generating an estimated potential audience reach of 500 million, representing the combined potential audience of the media coverage and social media posts referencing the event.

The review, compiled by Novus Group in partnership with Gerom Media, reports a recorded total of R9.3 million in AVE for the race’s main partners, with the Nelson Mandela Foundation accounting for the largest share of measured media value at R5.82 million. Takealot followed with R501 600, ahead of the Western Cape Government at R467 515 and Coca-Cola at R410 400.

On announcing its partnership with the race, Takealot’s Chief Marketing Officer, Karla Levick, said, “We believe local brands have a role to play beyond the products and services they provide. We should be backing South African ideas, talent and initiatives that move our country forward. This event brings together our love of sport with the legacy and values of one of South Africa’s greatest leaders, and we are honoured to be part of it from the very beginning.”

Other organisations benefiting from the event's media visibility included SABC Sport, with R391 200 in AVE, South African Tourism with R376 800, Cape Town with R337 600, and Itheko Sport Athletic Club with R335 165. Diadora generated R292 000, while Golazo recorded R255 200.

The findings extracted from the individual non-commissioned reports compiled for each partner, demonstrate that the value of an event sponsorship extends beyond the physical event itself. Media coverage creates an additional platform through which sponsors can gain visibility, with the level of exposure differing significantly between participating brands.

The analysis also highlights the importance of measuring which sponsors receive media attention and the relative value of that exposure, rather than reporting only on participation or audience numbers. The sponsorship review identified a total of 13 brands and organisations associated with the event, providing a comparative view of their respective media visibility.

While the Nelson Mandela Foundation dominated the overall AVE ranking, the results show that commercial sponsors such as Takealot, Coca-Cola and Diadora also secured measurable media value from their association with the marathon.

The key takeaway is that sponsorship value should not be assessed solely by what a brand pays for its rights. The real return also lies in the media visibility generated by the sponsorship and how prominently the brand features within that coverage.