As the massive crowd surged into FNB Stadium (on 17 March 2012) for the Soweto Derby match between traditional rivals Orlando Pirates and Kaizer Chiefs, there was little doubt which team had taken full advantage of the branding and intimidation opportunities available within the stadium. The domination of the Orlando Pirates team on the pitch was echoed in the hospitality suites, change rooms and stadium walkways, with powerful Orlando Pirates branding leaving no doubt as to where stadium loyalty lay on the day.
Design and advertising agency, Brand inc Sport, created massive 4m wall banners, stadium pillar wraps, and other collateral that was situated strategically around the stadium that screamed “Pirates Territroy”. Based on Orlando Pirates FC’s 75th Anniversary, the black, white and red of the Buccaneers was also deployed in the Orlando Pirates FC change room, as well as the hospitality suite.
As Orlando Pirates FC fans left the stadium flush with the heady warmth of victory, Orlando Pirates Marketing Director, Nkosana Khoza, remarked, “The energy was already going to be there to start, but the added elements of such powerful branding only heightened the overall experience. Our supporters are proud supporters, and to give them that little extra ownership on the day with the stadium branding is so important.