Why schools and universities can no longer afford to sit on the sidelines of the sports economy

For decades, school and university sport in South Africa has been driven by passion, pride and tradition. Packed touchlines. Fierce rivalries. Alumni who still care deeply years after leaving campus.

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What has changed is this: the world around school and youth sport has finally caught up with its value.

Streaming, social media, data and brand investment have transformed what was once a purely participatory environment into a credible, measurable commercial ecosystem. Yet many schools and universities are still underestimating the opportunity sitting right in front of them.

That is exactly why Nielsen Sports South Africa, in partnership with SuperSport Schools, is launching the School & Youth Sport Commercialisation Conference, taking place on 12–13 February 2026 at St Albans College.

This is not another coaching conference. It is not about tactics, drills, or rankings.

It is about future-proofing your sports programme.

The Reality Schools and Universities Must Face

School and university sport is already a business whether you manage it as one or not.

Every fixture drives:

• Travel and accommodation spend
• Food and hospitality activity
• Apparel and merchandise demand
• Digital consumption through streaming and social media
• Emotional engagement from families, alumni and communities

The question is no longer “should we commercialise?”
It is “who benefits from the value we are already creating?”

Right now, too many institutions are:

• Undervaluing their sponsorship rights
• Leaving money on the table through poorly structured partnerships
• Struggling to explain their value to brands in commercial language
• Missing the chance to reinvest sustainably into facilities, coaching, and access

Why This Conference Matters

The School & Youth Sport Commercialisation Conference has been designed specifically to help schools and universities move from ad hoc sponsorship to strategic commercial partnerships.

Over two days, delegates will gain practical, real-world insight into:

• How sponsors actually value school and university sport
• What brands are looking for and what turns them away
• How to price, package and protect your sponsorship rights
• The role of streaming and SuperSport Schools in growing audiences
• How social media platforms like TikTok are reshaping value
• Why data and measurement are no longer optional
• How leading schools are already reporting sponsor ROI
• The link between sport, tourism, food and local economic impact
• Why talent development and individual athlete stories drive long-term interest in sport

This is about control, credibility and confidence.

Real Speakers. Real Case Studies. Real Lessons.

The programme brings together senior decision-makers who operate at the intersection of sport, media, data, and commerce — including:

• Nielsen Sports leaders unpacking how sponsorship value is measured and defended
• Schools such as Grey College, Paul Roos Gymnasium and Jeppe High School for Boys sharing how they run structured commercial programmes
• Major brands explaining what they expect in return for investment
• Digital and social media platforms showing how schools can unlock new audiences
• Travel and tourism experts demonstrating how school sport drives economic activity far beyond the field

Nothing theoretical. Nothing abstract.
This is about what works.

Powered by SuperSport Schools

With SuperSport Schools as Media Sponsor, the conference is directly connected to the platform that has done more than any other to professionalise, broadcast and scale school sport in South Africa.

Streaming has changed the rules:

• It has expanded reach beyond the fence line
• It has created measurable audiences
• It has unlocked new storytelling formats
• It has given schools tangible media assets

This conference shows schools and universities how to use that exposure intelligently, not just to gain visibility, but to build sustainable value.

Who Should Attend?

This conference is built for:

• Heads of Sport and Sports Directors
• School and university leadership teams
• Marketing and development offices
• Alumni and advancement professionals
• Festival and event organisers
• Anyone responsible for funding, sustainability and growth of sport programmes

If you are responsible for:

• Finding sponsors
• Managing sponsors
• Reporting to sponsors
• Or justifying sport budgets

You need to be in the room.

The Bigger Picture

South African sport does not start in stadiums.
It starts on school fields and university campuses.

The institutions that learn how to tell their story properly, price their value confidently and partner professionally will shape the next decade of youth sport.

Those that don’t will remain dependent, reactive and underfunded.

Your Next Move

The School & Youth Sport Commercialisation Conference is your opportunity to:

• Learn directly from brands, broadcasters and data experts
• Benchmark your programme against leading schools and universities
• Build a commercial strategy that protects your values while unlocking growth

📍 St Alban’s College, Pretoria
📅 12 – 13 February 2026

Places will be limited to ensure meaningful engagement.

This is where the future business of school and university sport begins.

Click to Purchase a ticket PAYMENT LINK

For more info contact: events@nielsensports.co.za