We were tasked with elevating the impact the Selati Cup has on the rural region of Nkomazi, to give back to the community that has given the brand so much. By working with the players who have gone on to carve out a career from their Selati Cup performances, we were able to use them as proof points for the community that the brand is serious about their investment into the Nkomazi and greater Malelane regions.  The Selati Cup serves as a celebration of the people, which is the personification of the brand’s promise to Sprinkle Joy.


Through 12 store activations and over 1200 people engaged on the ground, the Selati Cup campaign got off to a flying start. We partnered with homegrown Selati Cup graduates Jabulani Dladla and Enocent Makhubela to revisit their humble beginnings to spread a little bit of joy to the Nkomazi and Malelane regions.

After a series of kit handovers, a revamp of stadium branding, and a coaching clinic for the youth teams in the area hosted by our two ambassadors, Nkomazi was ready for the final of the Selati Cup tournament.

20,000 people filled the stadium from the grandstands to the parking lot to catch a glimpse of the on field action – ensuring that Selati topped off a fantastic campaign with a day that celebrates the entire region.


6,699 bags of sugar sold through the Selati Cup

100 pieces of national and regional PR media coverage

+13,000 engagements on social media content posted about the Selati Cup

+1,200 face to face engagements with Selati customers

+20,000 fans attending the Selati Cup final, celebrating the region that is home to the Selati brand