Baadaye Agency and Branded African Entertainment (BAE) have been appointed as the exclusive commercial sales agency for iDiski Media, bringing together one of South Africa’s leading digital football platforms with a growing independent commercial representation team.
The appointment will see Baadaye and BAE manage commercial opportunities across the iDiski Media ecosystem, including iDiski TV, iDiski Times, its weekly WhatsApp E-Paper and custom digital content.
A new commercial partnership
iDiski Media currently generates more than 76 million monthly impressions and has more than 320,000 YouTube subscribers, giving the platform a substantial digital audience of football fans.
Through the new partnership, brands and media buyers will be able to access a range of advertising and branded-content opportunities across the platform.
These include embedded brand integrations, branded studio environments, opening pre-rolls, squeeze-back banners and integrated content across iDiski TV’s football discussions, match analysis and studio reactions.
The partnership will also extend to iDiski Media’s other digital properties, creating opportunities for brands to connect with audiences across multiple formats.
What brands can access
On iDiski TV, commercial opportunities will include branded integrations, studio environments, pre-roll advertising and embedded content within existing football programming.
The platform’s weekly WhatsApp E-Paper will offer full-page advertorials, permanent base strips and trackable links, providing brands with a direct-to-fan channel.
Meanwhile, iDiski Times will offer match-day takeovers, in-article banners and other high-visibility digital placements across its web and mobile platforms.
Baadaye and BAE will also develop custom digital IP and short-form content, including bespoke video series, reaction content and campaigns built around individual brand briefs and product launches.
Building an independent commercial portfolio
The iDiski Media appointment adds to Baadaye and BAE’s growing portfolio of digital media properties across sport, entertainment, podcasting and culture.
Their existing portfolio includes The B Word, Amafans Wethu TV, The Conversation Capital and Megafoon Rugby, alongside the new iDiski Media partnership.
Sabelo Ndumo, commercial lead at Baadaye & BAE Agency, says the agencies’ approach is focused on creating commercial opportunities that fit naturally within the platforms and communities they represent.
“We are hungry, hyper-agile, and obsessed with growth,” says Ndumo. “Brands aren’t buying polished decks that sit in a folder, they want to sit inside the actual culture while it’s happening.”
He adds that the agencies aim to maintain a balance between brand requirements and the existing voice of the creators and platforms audiences engage with.
Extending iDiski Media’s commercial reach
For iDiski Media, the appointment strengthens its commercial offering while allowing its existing sales function to continue working alongside Baadaye and BAE.
Tracy Asary, sales specialist at iDiski Media, says the team was impressed by the agencies’ energy, professionalism and understanding of the platform’s audience.
The partnership will allow iDiski Media to introduce Baadaye and BAE to its agency and brand partners as the platform continues developing its commercial offering.
For Baadaye Agency and BAE, the appointment represents another step in building a commercial portfolio around South Africa’s increasingly influential digital media, sport and culture platforms.
