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Optimize Agency Press Office
Optimize Agency is a strategic sponsorship agency that specialises in sports & entertainment. With experience in the local & international market, we represent the top sport & entertainment clients. Driven by pure passion for what we do, we assist in creating commercial partnerships that take experiences far beyond the event itself whilst driving commercial value.
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Mahindra South Africa partners with Kgothatso Montjane as brand ambassador
Mahindra South Africa has joined forces with Kgothatso 'KG' Montjane, South Africa's top women's wheelchair tennis player. KG, who recently competed at the Australian Open, is an inspiration to many and a true South African hero. As part of its #RiseForGood campaign, Mahindra South Africa is proud to announce its partnership with KG, who will be the new brand ambassador for the long-standing Mahindra brand. 5 Feb 2024 Read more

The Mandela Walk & Run: A successful 10-year commemoration
Madiba's spirit was in the air, as 5,000 participants took to the streets for a sold-out event. A decade after uTata's passing, the Mandela Remembrance Walk & Run was a memorable success, with even the weather cooperating. 12 Dec 2023 Read more

Mandela Remembrance Walk & Run to mark 10 years since Madiba's passing this year
The Mandela Remembrance Walk and Run will be held on Sunday, 10 December 2023, to commemorate 10 years since Nelson Mandela’s passing and to celebrate the legacy of the iconic former South African President. 7 Dec 2023 Read more

The 'Southern Africa Europe CEO Dialogue' celebrating 10 years of success
The Southern Africa Europe CEO Dialogue is a powerful forum that has stimulated billions of rands in business and investment and, as it marks its 10th anniversary, it has attracted over 200 CEOs and influential public and private sector leaders this year. 25 Oct 2023 Read more

Mandela Day Walk and Run is back and bigger
Nelson Mandela International Day has enjoyed 13 years of global support and solidarity since it was launched in 2009. In 2023, the world commemorates 10 years since Nelson Mandela passed away. This anniversary is an opportunity to reflect on his vision, values and the work he tasked us to continue - making the Constitution a lived reality for all. As part of these commemorations, The Nelson Mandela Foundation will host the 2nd edition of the Mandela Day Run in Houghton, in honour of the global icon, Nelson Mandela. 14 Jun 2023 Read more

Join 27 global icons supporting the Nelson Mandela Foundation's innovative digital patronage
The Nelson Mandela Foundation (NMF) has partnered with Glorious Digital (Glorious), an international specialist in digital art, assets and experiences, to launch the Nelson Mandela Foundation Digital Patronage. The fundraising initiative is inspired by the year of Nelson Mandela's birth and offers a maximum of 1,918 lifetime memberships, intended to connect and galvanise passionate supporters of the Mandela legacy and the extraordinary work of his Foundation. This innovative and limited digital community is championed by 27 notable founding ambassadors, who include Morgan Freeman, Danny Glover, Naomi Campbell, Denzel Washington, and Alfre Woodard. Enabled through blockchain technology, each patronage is represented by a distinctive and editioned digital artwork from the Mandela archives. 11 May 2023 Read more

The iconic Mandela Remembrance Walk and Run is back
The Nelson Mandela Foundation (NMF) and the Gauteng Department of Sports, Arts, Culture and Recreation (SACR) proudly present the ninth edition 'Mandela Remembrance Walk & Run'at the Union Buildings, Tshwane, on Sunday 11 December 2022. 22 Nov 2022 Read more

SA and Europe business leaders unite
Some of Africa's and Europe's leading business leaders will be meeting again in Johannesburg this coming November to discuss strategic economic relationships and explore joint investment opportunities in target sectors at the 9th 'Southern Africa Europe CEO Dialogue', taking place in Johannesburg on November 10th and 11th. 10 Oct 2022 Read more

Walking in Madiba's footsteps in Houghton for Mandela Day
This year, in celebration of Mandela Day, the Nelson Mandela Foundation hosted its inaugural Mandela Day Houghton Run on Sunday, 17 July, a day before what would have been his 104th birthday. 15 Jul 2022 Read more

Mandela Remembrance Walk & Run celebrated in numbers around the world
The Nelson Mandela Foundation and the Gauteng Provincial Government have hailed those who participated in numbers in this weekend's annual Mandela Remembrance Walk & Run, which was held as a completely virtual event this year. 7 Dec 2021 Read more

The perfect match: Isuzu announces Kgothatso 'KG' Montjane as its new brand ambassador
Isuzu Motors South Africa is excited to announce one of South Africa's most accomplished athletes, Kgothatso 'KG' Montjane, as its new brand ambassador. 19 Nov 2021 Read more

Africa and Europe's biggest business heavy hitters set to gather in Johannesburg for 'Southern Africa Europe CEO Dialogue'
Some of Africa and Europe's biggest blue chip business leaders will convene in Johannesburg this month to unlock economic opportunities in high-growth sectors at the 8th edition of the high-powered 'Southern Africa Europe CEO Dialogue'. 11 Nov 2021 Read more

Mandela Remembrance Walk and Run open to the world again this year
JOHANNESBURG - As an increasingly vaccinated world starts fighting its way back to a semblance of normality, it's almost time again for the eagerly-anticipated annual Mandela Remembrance Walk and Run (MRWR), taking place this year on Sunday 5 December 2021. 27 Oct 2021 Read more

Big boost for KG Montjane as Macsteel donates custom wheelchair
The aspirations of the South African internationally-ranked wheelchair player, Kgothatso 'KG' Montjane, received a further boost with the handover of a custom-made wheelchair courtesy of African leading steel manufacturer and supplier Macsteel. 23 Feb 2021 Read more

Tennis Paralympian Kgothatso Montjane named Discovery Vitality Ambassador
Discovery is proud to announce Paralympian Kgothatso 'KG' Montjane as a Discovery Vitality Ambassador. Montjane - the first black South African woman to ever compete at Wimbledon - is a sterling example of physical fitness, mental resilience, and courage. She is currently ranked first in her field in Africa, and sixth in the world. 10 Feb 2021 Read more

The Nelson Mandela Foundation and enter into merchandise partnership for Mandela Remembrance Walk and Run
The Nelson Mandela Foundation (NMF) has partnered with South Africa's leading online retailer,, to make the foundation's merchandise for the Mandela Remembrance Walk and Run (MRWR) event available directly to South Africans' doorsteps. 1 Dec 2020 Read more

Africa poised to benefit from strong European backing in its recovery
The Covid-19 global pandemic may result in 2020 seeing the worst year of growth for the global economy in 40 years, but there remains "huge untapped potential" in the trade relationship between Southern Africa and Europe. 30 Nov 2020 Read more

Kickstarting the post-Covid-19 economic recovery, the big focus of the 2020 Southern Africa Europe CEO Dialogue
As the world has ground to a standstill this year, it is more important than ever to rebuild devastated economies. 24 Nov 2020 Read more

Join the Mandela Remembrance Walk and Run from anywhere in the world this year
If ever there was a time to remember the spirit and resilience of Nelson Mandela, it is now, and this year you can join the annual Mandela Remembrance Walk and Run (MRWR) from anywhere in the world on Saturday 5 and Sunday 6 December 2020. As always, it will be hosted by the Nelson Mandela Foundation and the Gauteng Provincial Government. 17 Nov 2020 Read more

The cleaning industry ramps up to fight #Covid-19 at Pietersburg Provincial Hospital
As the country unites to combat the spread of the Covid-19 coronavirus pandemic, Servest has heeded President Cyril Ramaphosa's call and is contributing through its cleaning and hygiene solutions to deep clean and decontaminate Pietersburg Provincial Hospital. This is aimed at making sure that hospital spaces are clean, hygienic and user-friendly while controlling the effects of Covid-19 at the facilities. 20 Apr 2020 Read more

Italy comes to South Africa for an authentic cultural experience
Italy is world-renowned for its famous wines, cuisine and sizzling sports cars and South Africans will get a chance to sample the very best of Italy at the second edition of "Vino in Piazza, Wines of Italy" event from 22-24 November at Montecasino, in Johannesburg. 7 Nov 2019 Read more

Mandela Remembrance Walk & Run: Popular event will mark foundation's 20th anniversary celebrations
This year's 'Mandela Remembrance Walk & Run' - South Africa's biggest social and recreational event, hosted by the Nelson Mandela Foundation and the Gauteng Provincial Government - will take place at the Union Buildings, Tshwane, on Sunday, 8 December 2019. 24 Oct 2019 Read more

First 'I AM Tech - Africa Forum and Exhibition' to lead the way into a 3D future
The technology-driven Fourth Industrial Revolution (4IR) is changing the way the world lives, works and functions and 3D printing is a disruptive technology that will soon have a major impact on all business. 11 Oct 2019 Read more

Southern Africa Europe CEO Dialogue, the continent's major investment platform
Johannesburg will host the pre-eminent platform for investment between some of Southern Africa and Europe's leading blue chip companies and business leaders in Sandton on 29 and 30 October. 2 Oct 2019 Read more

Brand SA hosts Ubuntu Breakfast at AFCON 2019, Egypt
On the sideline of the 2019 African Cup of Nations, taking place in Egypt, Brand South Africa hosted a special Ubuntu Breakfast session for CAF/AFCON executives and former African players at the Marriot Hotel. The aim of the event was to enhance the country nation brand reputation by positioning South Africa as an attractive investment destination. 27 Jun 2019 Read more

Pepsi takes over Soweto with the viewing of the UEFA Champions League final
Never before has the UEFA Champions League (UCL) final been more accessible to South African football fans than when Global Champions League Partner and Multinational beverage brand, Pepsi South Africa, brought the game to Soweto. On Saturday 1 June, Pepsi SA hosted a live screening of the competition at Kwa Lichaba, Orlando West, Soweto, near South Africa Icon's home: Mandela Museum, Tutu's house and Mama Winnie Mandela resident. 4 Jun 2019 Read more

Prince Kaybee, Nadia Nakai and Yanga Chief unveiled as Courvoisier Collective campaign influencers
Courvoisier, the most awarded cognac house in the world, finally unveiled its "influencers" on Thursday night, 2 May 2019: South African musicians Prince Kaybee, Nadia Nakai and Yanga Chief. 6 May 2019 Read more

KG just does it, with Nike
Leading sports brand Nike has joined forces with Africa's highest ranked women's wheelchair tennis ace, Kgothatso 'KG' Montjane. 23 Jan 2019 Read more

Southern Africa strengthens relations with European Union at fifth South Africa-Italy Summit
The European Union (EU) is today the number-one exporter to Southern Africa, its main trade partner and the major investor in the region. Within this context, some of the most influential business leaders from Southern Africa and Europe gathered in Johannesburg to explore exciting opportunities for growth and investment. 26 Oct 2018 Read more

2018 South Africa-Italy Indaba/Summit set to boost EU-Africa trade and investment relations
The European House - Ambrosetti Group (TEH-A), a leading Italian think tank and management consulting firm is organising an exclusive pan-European and pan-African platform Africa Europe CEO Dialogue aimed at creating strategic business partnerships that will reinforce EU-Africa trade and investment relations. 22 Oct 2018 Read more

Mandela Remembrance Walk and Run: Thousands to end Mandela Centenary celebrations in fine style
Former President Nelson Mandela's Centenary celebrations will come to a rousing end in Pretoria, Tshwane, on Sunday, 9 December 2018, when thousands of South African residents will again gather for the annual Mandela Remembrance Walk and Run. 3 Oct 2018 Read more

100 coaches for Madiba with the KNVB
2018 marks the year that Nelson Mandela would have celebrated his 100th birthday. In celebration of his ongoing legacy, the Mandela Foundation, the Dutch Ministry of Foreign Affairs, and the Royal Dutch Football Association (KNVB) will kick off the first of four KNVB Worldcoaches workshops in RSA. 9 Jul 2018 Read more

Ferrero unveils Primary Health Care Centre for factory staff and family
The Michele Ferrero Entrepreneurial Project - South Africa, has opened the doors to its Primary Health Care Centre in Walkerville. 8 Mar 2018 Read more

High-level leaders to meet at the South Africa-Italy Summit
Up to 250 high-powered delegates will attend the fourth edition of the South Africa-Italy Summit/Indaba, which will be held from 24 to 25 October 2017 at the Hyatt Regency Hotel in Rosebank, Johannesburg. 2 Oct 2017 Read more

Sponsorship - seven key requirements
Sponsorship is generally misunderstood, from both the side of the sponsor as well as the rights holder. Most sponsors expect it to produce instant ROMI or even ROI. Rights holders feel entitled to sponsorship without much work in return. The fact is that that sponsorship is an effective tool in the marketing mix and one that may not obtain the consideration and investment required in a marketing plan and budget. 21 Feb 2017 Read more

Showing child abuse the red card - Benni Mc Carthy joins fight to protect children
Former South African soccer ace, Benni McCarthy broke down at a press conference, when he disclosed that he comes from a family that had an abusive father. He disclosed that his upbringing in Hanover Park, CT was not easy and that he was surrounded by crime, gang life, murder and abuse. It was not easy watching his late father abuse his mother. It could have impacted negatively on his life, yet he chose to prove to his father that he was better than him. He is now a proud father of four beautiful little girls. 28 Nov 2016 Read more

Benni McCarthy signs with new team
Former Footballer, analyst and football coach, Benni McCarthy has just signed a management deal with international sports marketing agency, Optimize. 19 Jul 2016 Read more

Sponsorship as part of the marketing mix
Sponsorship is quite an interesting area in the marketing mix and one that may not obtain the investment required in a marketing plan and budget. 27 Jan 2016 Read more

Optimize on the rise
Johannesburg-based strategic sponsorship agency Optimize is delighted to announce the 'signing' of Rory Oosthuizen as Commercial Manager, adding strength to an already award-winning team. 2 Sep 2015 Read more

Botswana football on the rise
Before the recent launch of the 2015/16 beMOBILE Premiership season, a workshop was hosted for the 16 top-flight clubs and sports media ahead of the campaign where the future vision for the league was discussed and a host of local and international experts gave presentations on the game. 7 Aug 2015 Read more

SportShow is waiting to thrill you
The SportShow is a first for South Africa - a multi-sport event featuring spectacular entertainment, sport clinics, extreme shows, appearances by sport celebrities and an extensive range of sport-related exhibits. 29 Jul 2015 Read more

No tender loving in tendering
I am sure that there are a lot of advertising and marketing agencies out there who have gone through it. Lovingly putting together a 200-page tender, long days and nights of Red Bull and coffee, rushing around for all your technical certification, spilling your ideas and concepts, brainstorming, preparing for the pitch of a lifetime... only to find that it was a sham from the very start. 23 Apr 2015 Read more

Optimize guest speakers at Soccerex African Forum
Soccerex has established itself as a global leading conference, bringing together the business of football. At a recent edition held in Durban, Optimize was asked to speak at this prestigious event attended by the world and the continent's leading footballing brands. 21 Nov 2014 Read more

Optimize agency keeps scoring
Optimize agency, a football niched sports marketing agency, has just secured a three-year contract with BTCL, Botswana Telecommunications Company Limited, as their sports marketing agency and Foundation consultants. 19 Nov 2014 Read more

Who said sponsorship was easy?
Bottom line is that it's not. It's one of the hardest things to do... successfully that is. There is little doubt that sponsorship works. It's a tried and tested vehicle to get to market. What's important to bear in mind though is that a lot of work needs to be done from all three sides: the sponsor, the rights holder and the agency. 24 Oct 2013 Read more