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Speaker 1: The patrol. It is your thinking space for stories that matter,

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Speaker 1: moments that move, and voices that staying with you.

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Speaker 2: We talk about this city, the country, and the world

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Speaker 2: cape talk during the conversation.

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Speaker 1: Let me just circle back to the conversation we had

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Speaker 1: yesterday around super fans and where the super fans are

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Speaker 1: in fact unofficial sports ambassadors. Remember we spoke to Mama

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Speaker 1: Joy child Kish. She's asking for assistance to go to

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Speaker 1: the upcoming FIFA World Cup. The Department of Tourism says,

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Speaker 1: or the Department of Sports, Arts and Culture says, no,

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Speaker 1: I put forward, maybe get sponsored by the Department of Tourism,

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Speaker 1: because isn't there something in the graphic representation of South

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Speaker 1: Africa as a brand ambassador, the soft power of having

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Speaker 1: very visible fans in a sporting stadium that television directors

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Speaker 1: want we'll cut to because it's a pretty picture, and

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Speaker 1: then inadvertently that causes some some really good publicity for

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Speaker 1: a country like South Africa. Jonathan Cherry, found of Cherry

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Speaker 1: Flavor Media. Mama Mama Joy Chauke has been a fixture

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Speaker 1: at South African sporting events since nineteen ninety six. I

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Speaker 1: wonder if we'll be able to quantify how much publicity

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Speaker 1: she's guarndered for South Africa? Is that possible in generally,

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Speaker 1: in your in your knowledge of how broadcasting, how virality works,

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Speaker 1: how would you value the presence of a Mama Joy

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Speaker 1: or any other South African super fan that gets caught

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Speaker 1: on the international broadcast.

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Speaker 2: Stream Morning Lester, Yeah, I mean understandably that would be very,

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Speaker 2: very difficult to quantify what you've you know, what you've

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Speaker 2: got to say is what is the value of a

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Speaker 2: super fan for a broadcaster? And in many cases it

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Speaker 2: is to make the broadcast itself more entertaining. So if

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Speaker 2: you're able to do that, you can get more viewers

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Speaker 2: and ultimately sell more advertising space during the broadcast. So

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Speaker 2: a good example of that is the appointment of somebody

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Speaker 2: like Snoop Dogg, who was appointed as the honorary Team

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Speaker 2: USA coach at the Paris Olympics and the more recent

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Speaker 2: Winter Olympics. And he was actually paid about five hundred

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Speaker 2: thousand US dollars per day plus expenses to be that

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Speaker 2: super fan for Team USA. But understandably, Snoop Dogg is

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Speaker 2: a massive international star, and specifically for the Olympics, they

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Speaker 2: wanting to attract a young audience. So through his influence,

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Speaker 2: he's able to create a sort of sideline b roll

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Speaker 2: content for the Olympic Games, which then obviously gets shared

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Speaker 2: on the Internet and does very very well. So it

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Speaker 2: would be difficult to kind of put that into numbers

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Speaker 2: in a South African context a recent.

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Speaker 1: Example, maybe not numbers in what value has been returned,

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Speaker 1: but you see potential in the idea of some sort

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Speaker 1: of destination marketing, but through individuals. And again it doesn't

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Speaker 1: have to be Mama Joy, it could be someone else,

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Speaker 1: but it has to be someone that is striking, to

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Speaker 1: so striking that a director in a studio would say,

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Speaker 1: cut to camera, B I want that person When people say, well,

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Speaker 1: there are other fans in the stadium, but let's be honest.

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Speaker 1: TV producers are going to go to the most striking

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Speaker 1: person there.

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Speaker 2: Yeah. Absolutely, But I think in many cases, if it's

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Speaker 2: an international tournament, what you want is someone who is

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Speaker 2: known internationally, So in South Africa, that would be a

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Speaker 2: Tyler or a Trevor Noah or somebody like that to

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Speaker 2: really represent South Africa on a global state. So I

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Speaker 2: don't think outside of South Africa people necessarily know who

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Speaker 2: mamuch Or is but I can kind of see the

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Speaker 2: connection that you're getting too, that you know, she represents

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Speaker 2: the here's of a nation. In my thinking though that

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Speaker 2: these days, there's just so many other avenues that you

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Speaker 2: can look at as an alternative. It doesn't necessarily need

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Speaker 2: to be super fans. It could be many other tactics

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Speaker 2: that you can employ. I'm thinking of the craziest fans

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Speaker 2: I know in a sporting event, and those are the

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Speaker 2: people on top of Alpduez during the Tour de France.

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Speaker 2: Those people are just mad, and yes, they kind of

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Speaker 2: add a bit of heres to the Tour de France.

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Speaker 2: Does it sell France?

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Speaker 1: No?

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Speaker 2: Does it sell the Tour de France. Yeah, it kind

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Speaker 2: of gives a little bit of spice to those stages.

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Speaker 2: But I think they're better ways of marketing a company,

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Speaker 2: a country as a tourist destination than just by using fans.

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Speaker 1: And I'm just thinking a seven hundred thousand for our

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Speaker 1: Mama Joy type to go to a Rugby World Cup

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Speaker 1: versus how many millions will it Traven Noah charge to

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Speaker 1: be a South African super fan.

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Speaker 2: Well, Trevenoah charged the Grammys a million dollars to host

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Speaker 2: the Grammy and according to the Grammys. It was worth

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Speaker 2: every cent because he's got that star power. By comparison,

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Speaker 2: Conan O'Brien was paid fifteen thousand US dollars to host

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Speaker 2: the Oscars, so it's a huge difference. Conan O'Brien is

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Speaker 2: just not as great a star as Trevanoah, so I

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Speaker 2: would put my money on Trevanoah any day, or at Tyler.

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Speaker 2: I just think they're more relevant, they're more contemporary. It

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Speaker 2: just represents more of what South Africa is today.

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Speaker 1: Fascinating. Jonathan Cherry, found of Cherry Flavor Media