Story
Sport Endorse is a Dublin-headquartered technology company, founded by two ex-corporate executives who left the boardroom behind to solve a problem. They realised that top-tier athletes attract plenty of sponsorship, but the vast majority of talented sportspeople never get funded, get injured before they break through, or simply can’t be reached by brands without big marketing budgets. Sport Endorse built a platform to connect brands directly with athletes.
Rowan Ellis, a South African based in the UK, joined the business around 18 months ago to lead investment. On a trip back home, he suggested setting up Sport Endorse’s back-office functions, sales, customer experience, and accounting in South Africa, drawn by the calibre of talent and cost efficiency. It worked immediately. That trip also opened his eyes to the fact that SA is a sports-obsessed nation with more raw talent than funding to support it. Eight months of market research and proof-of-concept work later, Sport Endorse has now launched in the South African market, with Rowan relocating back to South Africa to build the vertical from the ground up.
MAKING AN IMPACT
Sport Endorse is candid that its impact in South Africa is still being written. The company has chosen to build its South African hub in Hilton, just outside Pietermaritzburg, deliberately bypassing Cape Town and Johannesburg to bring employment and opportunity to a community with strong local talent and education but fewer big-city jobs.
On the ground, Sport Endorse is already working with a leading rugby team to help close gaps in their wage bill through endorsement deals and building relationships with foundations. Through connections made in the network, the team has also begun engaging with a local Basketball Association to explore how gifted kit and equipment from partner brands could support unfunded players.
the lekker connection
Sport Endorse found The Lekker Network, the way a lot of good things happen, it kept showing up on LinkedIn until the founders connected during a network trip to Ireland.
Through the network, Sport Endorse has been introduced to foundations, community sports associations, and individuals working with grassroots organisations, each conversation opening a door to a club, school, or athlete that might otherwise go unnoticed. Their goal is to share ideas and support fellow members doing great work.
Location
Vision for South Africa
Their vision is to build a South African sports ecosystem where funding follows talent. That means supporting athletes, clubs, and schools “from ten quid in the bank account all the way through to the top”, using revenue from established brands and big-name athletes to fund opportunities further down the chain, where a R2,000 gig or a pair of gifted running shoes can be the difference between a career starting or stalling.
By the end of 2027, the goal is a South African network that includes schools, clubs, and brands of every size, all treated with the same care.
Fun Facts
Favourite South Africanism: “lekker” and “bru”
What keeps us energised: Backing people they believe in, not just chasing the biggest deal
Our Services
For Brands
Sport Endorse helps brands discover, evaluate, contact and manage 9,000+ verified elite athletes for measurable campaigns, ambassadorships, speaking engagements and content partnerships.
For Talent
Sport Endorse gives athletes and creators free, direct access to verified brands ready to pay for their influence.
For Agencies
Sport Endorse partners with both sides of the agency world. Sports agencies and agents use the platform to find commercial deals for the athletes they represent.
Visit our website
Sport Endorse is an athlete marketing and sports sponsorship platform that helps brands and businesses discover, evaluate, contact, and manage verified elite athletes for measurable campaigns, brand ambassadorships, speaking engagements, and content partnerships. Sports agencies and agents partner with Sport Endorse to find commercial deals for their athletes.
vision & values
Sport Endorse describes its culture in three words: exciting, fun, and challenging. Their guiding ethos already shows up in how the team operates, looking after the players who don’t have a fancy schooling pedigree or a big name behind them, because they’re often the ones who need the opportunity most.
Connect with us!
Join the network that's shaping the future of South African
business. Let’s build something lekker, together.