Sunday 20 December 2009

How sponsorship works

Makhaya Ntini's 100th test has been rightfully celebrated, for both the individual achievement and for its more symbolic meaning. Even the flint-eyed Graeme Smith seemed seduced by the romance of it all and gave him the last over of the match at Graham Onions. He was right, too; it would have been a helluva story had Makhaya sneaked one through to win the game.

When Ntini started playing cricket seriously, apartheid still existed. It's been a long road to that 100th test, and it was a nice touch to see that he wore a specially embroidered shirt throughout the match.

At the post-match ceremony, it was announced he'd receive a special presentation. As he stepped forward, a rather nifty cut-glass cricketer glistened on a stand behind him. That turned out to be for the man of the match. Makhaya got a fridge-freezer, provided by the sponsors. Throughout his interview with Ian Bishop, the large Castle logo on the freezer compartment got its three minutes of screentime. Job done.

NB: Credit to Makhaya, he seemed quite pleased. 'I've got a fridge with my face on it,' he grinned. I suppose when you started playing in the way he did, you'd have settled for a hundred tests and a fridge. Well played, Makhaya.

1 comment:

Valda Redfern said...

Ntini should keep his beer in his old fridge, auction the new fridge with his face on it to his fans, and buy gold with the proceeds.