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.


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.

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