The 2024/25 financial year marked a pivotal moment for SASCOC — a shift from recovery to growth. The organisation stabilised its finances, strengthened partnerships, and delivered Team South Africa to the Paris 2024 Olympic and Paralympic Games with professionalism and credibility. This period reflected strong governance, effective brand repositioning, and renewed corporate confidence in the country’s Olympic movement.

Financial and Commercial Performance

Financially, SASCOC experienced significant revenue growth. Total revenue rose from R39.1 million in 2021/22 to over R107 million in 2024/25, representing a compound annual growth rate (CAGR) of 29% over the quadrennial period

This improvement was driven by renewed partnerships and diversified funding streams, including the addition of Bidvest and Mr Price Sport as key sponsors, as well as continued support from DSAC, the National Lotteries Commission, Olympic Solidarity, ANOCA, and IOC/IPC global partners such as Toyota and CitiSASCOC funds received and applied for

  • Core funding continued to come from the Department of Sport, Arts and Culture (DSAC) and the National Lotteries Commission (NLC).

  • Revenue diversification began through the planned Olympic and Paralympic Foundation, designed to attract donations, sponsorships, and long-term investments.

  • Bidvest’s Operation Excellence (OPEX) remained the commercial backbone, funding 92 elite athletes across 13 federations, with 61 qualifying for Paris.

  • Partnerships with Mr Price Sport, Planet Fitness, Toyota, Citibank, AB InBev, and DSAC reinforced corporate confidence and created shared marketing visibility.

Together, these moves signalled a shift from dependence on grants to a hybrid commercial model blending government support with private-sector investment.

Brand and Marketing Impact

SASCOC’s biggest leap forward came through its digital and brand strategy. A rebranded Team South Africa websiteand an “always-on” content approach transformed engagement before, during, and after the Games.

  • Total followers: 405,000+ (up 75% year-on-year)

  • Reach: 103 million impressions, 20 million video views

  • Ranked 1st in Africa on TikTok and Instagram by engagement

  • Media sentiment: 97% positive or neutral (Meltwater report)

Major campaigns like the “100 Days to Go”, Mr Price Sport Kit Reveal, and “Come Fly with Team SA to Paris” Gala Dinner amplified national pride and partner visibility. These activations demonstrated the growing commercial potential of SASCOC’s digital platforms, with the organisation shortlisted for “Best on Social & Fan Engagement” at the 2024 Sport Industry Awards.

Stakeholder Relations and Governance

Rebuilding trust was a key success. SASCOC achieved 82% compliance among its 87 National Federations, enforcing stricter governance and safeguarding requirements.

  • Collaborations with CGF Africa & Europe, IOC, and French Chamber of Commerce strengthened international positioning.

  • The visit by IOC President Dr. Thomas Bach and high-level engagements reinforced South Africa’s influence in global sport.

  • Domestically, consistent audits, transparent reporting, and inclusive assemblies restored credibility with government, sponsors, and federations.

These steps solidified SASCOC’s reputation as a trusted and compliant governing body.

Performance Outcomes

The Paris 2024 Games validated SASCOC’s commercial and operational systems.

  • 12 medals in total (6 Olympic, 6 Paralympic), an improvement on previous cycles.

  • Athlete incentives funded by the NLC were paid within a month, reinforcing confidence among athletes and federations.

  • Sponsor activations achieved exceptional exposure, linking brands directly to national success stories.

Team South Africa’s performance underlined the tangible return on investment from the OPEX and Olympic Solidarity programmes — proof that financial support, governance, and brand integration now translate into measurable sporting success.

SASCOC’s 2024/25 year can be defined by credibility restored and commercial momentum regained. It achieved financial stability, digital relevance, and operational excellence — turning previous reputational weaknesses into strengths.

The next phase will hinge on sustaining this growth: converting short-term partnerships into long-term sponsorships, capitalising on the upcoming Olympic and Paralympic Foundation, and continuing to present Team South Africa as both a national symbol and a commercially valuable brand.

Annual Report Bidvest SASCOC sponsorship