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Changing lives on and off the sports field

About asem


We are:
a media rights house, delivering an audience, creating life-changing experiences.

We do this through a combination of:
Innovative marketing experiences (on traditional and digital media platforms);
Engaging activations where our fans study and play; 
World-class tournament and match day management; 
All packed in a unique media offering.

ASEM is about creating a life-changing experience for players, coaches, and fans. We set the stage to shine. We prepare the scene for them to step into their most significant moments.  We do all this with the help of the best partners in the industry:

25 top-tier universities across South Africa;
SA’s leading sports broadcaster;
and the country’s most innovative brands.  

United as one to enable our youth to come out and play and get a taste of what it means to belong to a team, to win, to lose, but most importantly, to move! Because sport moves us, and changes us. 

GEt the right brands involved

Brand partnerships

We create true partnerships beyond traditional sponsorship, resulting in positive and measurable outcomes. The personal relationship we build with each partner is essential, as it ensures the partnership is managed efficiently and dependably – creating a mutually beneficial relationship. Our services include sponsorship selection and negotiation, media rights management, sponsorship management, portfolio audits, strategic planning and return on investment measurement.

world class event execution

Audience development

We understand and love to engage with South Africa’s sport-loving public. From school-going, to varsity fans, from the couch-coaches to expert match analysts. Our audience is diverse and very engaging because they share our passion for sport as a tool to change the world. Learn more about our diverse audience.

Engage audiences like never before

experiential marketing

We manage over 1 500 events each year from sports tournaments to launches and promotions. A lived experience, is the best experience. We know what our audience likes and together we create the experiences they appreciate.

ASEM Group



A sports and lifestyle content, PR and design agency.

no limits

Sports Gear for every occasion.

SANLAM Cape Town marathon

Africa's 1st Major Marathon event.

Sports 4u

Event logistics and management.

Varsity Sports

SA’s premier intervarsity sports tournament series.

School Sports

Premium interschool events across Southern Africa.

asem corporate

Building bridges between brands and national corporations.

events we organise

Our clients

Partners we work with

Our Partners and sponsors

Success Stories

What our clients and partners say

Creating Opportunity

“Varsity Sports provides a platform for talented sportsmen and sportswomen, who haven’t necessarily received the opportunity to maximise their talent after school. It allows them to be seen, to pursue sport as a career, and to display their talents to the world, fearlessly.”

Tinus van Staden - Netwerk24.
Raising Champions

“Varsity Sports is not only the breeding ground of our future champions but also gives a great opportunity and exposure to our current champions,”

Caster Semenya - Olympic Gold medalist
Bridging gaps

“Varsity Football is the key in bridging the gap to the national team”

Desiree Ellis - Coach South Africa women's national football team.