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Futures Sport & Entertainment, part of the Octagon agency network, has announced the formal launch of its Africa-based operation, called Futures Africa. It will provide data and analysis for the sporting landscape on the continent.
Globally, Futures Sport & Entertainment is known for delivering analytics, performance measurement and strategic insights to brands, leagues, events, teams and media platforms. It has seven offices operating across Europe, the US, Australia and Africa.
The launch of Futures Africa follows its three-year appointment as Cricket South Africa’s (CSA) full-service research and analytics partner.
Led by Struan Campbell, Managing Director of Futures Africa, the agency will advise CSA on ongoing efforts, as well as provide an integrated analytics programme aimed at enhancing commercial strategy and fostering new growth for the governing body.
The scope includes global audience analysis, partner media valuations, fan segmentation and insights, asset valuation across CSA’s portfolio, and the adoption of advanced data-driven methodologies to support commercialisation and partner value enhancement.
Significant opportunities across Africa
Says Kevin Alavy, Global Managing Director of Futures Sport & Entertainment: “The opportunities across African sport are significant, and the launch of Futures Africa reflects our strong confidence in the continent’s growth trajectory.
“Having a dedicated local presence in Africa will allow us to continue to support that evolution with real focus, and our work with CSA provides a powerful foundation in that journey.”
The CSA appointment follows Futures’ recent work with the five-country United Rugby Championship (URC) and Western Province Cricket, a provincial cricket body in South Africa.
According to a press release, Futures Africa is a joint alliance between the Octagon agency network, and an independent South African ownership group. Octagon specialises in sports, entertainment and culture marketing. This includes sponsorship consulting and talent representation.
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