SuperSport is purportedly one of the best and largest sports broadcasters in the world. Seven channels, slick production value, a 24-hour news channel no longer reliant on foreign broadcasters and an infrastructure as big as any other major sports broadcaster out there. It is, like SAB-Miller, a South African company that has exceeded the borders of its own country to become a global player.
For such a large and distinguished company with a healthy appetite for self-aggrandisement, essential for moulding a brand that the public recognises and more importantly connects with, the last few weeks haven’t been its best. The Rugby World Cup is a marquee event for SuperSport, with sponsors tripping over themselves in garnering TV time during the big matches in New Zealand. The Springbok squad announcement was hosted at SuperSport’s studios. And during the most popular fixtures they have offered not one but four different commentary options, though I prefer the New Zealand pundits as they are more objective and offer better analysis.
For all its effort in Randburg, the PR gods haven’t been kind to SuperSport. It was Ard Matthews’ platform for his unfortunate and unintentional mangling of the national anthem. Then there was the sad but justified furore surrounding Darren Scott and his reversion to apartheid language. Now Peter Davies, another professional South African viewers are used to seeing on their screens for all manners of sport, has also been moved away from the spotlight following revelations that he is involved in court action.
For an organisation with one of the most recognisable brands in South Africa, having to remove presenters for certain reasons, doesn’t reflect well. Why weren’t they aware of Davies’ court case before and only took action hours before he was meant to anchor a show.
Some introspection is required in Randburg to ensure such incidents are avoided and handled in a manner befitting SuperSport’s justified and earned status as a leading media producer on the continent.
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