By Eben Keun, Founder & Chief Brand Architect, Breinstorm Brand Architects
Globally, but particularly in the Global South, we're keenly aware of how funding, policy, and economic pressures impact the creative and sports economy sectors. It's rare to find opportunities that move beyond raising concerns to workshopping innovative, research-backed ideas with direct sectoral impact.
The 5th SACO International Conference creates this space. A dynamic, interconnected programme that breaks down silos – steering away from isolated sectorial discussions and predictable formats. Crucially, this year integrates sports economies into the programming, acknowledging our collective positive impact and immense potential to learn from one another.
The numbers are compelling. South Africa's cultural and creative industries contribute 4.3% to GDP when sport is included – a substantial economic force we can now quantify more accurately through SACO's pioneering research methodologies. Beyond economic activity, these sectors are fundamental to building and sustaining our national brand. From a brand architecture perspective, sport and arts are the most powerful tools we have for shaping how South Africa is perceived globally. They tell our story, define our character, attract investment, and position us as a nation of excellence. No marketing campaign can match the brand equity generated by a sporting victory or carry quite the same ambassadorial influence that some of our best creative talent has over the decades.
The creative and sports economies function as twin pillars of collective identity, providing common language and shared purpose that transcends divisions. In an era of global uncertainty and social fragmentation, they serve as crucial stabilising forces – offering both economic opportunity and the cultural touchstones that bind communities together. When traditional institutions face pressure, arts and culture provide continuity, meaning, and hope, whilst sports offer shared moments of pride that unite diverse populations. Physical health is another vital benefit of sport – building a healthier, more resilient nation alongside these identity-shaping forces.
The Department of Sport, Arts and Culture speaks of building a nation of champions. How do we achieve this? The creative economy’s future lies in understanding and forward-planning for how digital transformation and artificial intelligence are revolutionising both cultural expression and sporting engagement. These aren't parallel developments – they're convergent forces requiring integrated policy responses that impact us on personal, economic, research, and policy levels.
This is a crucial moment. The conference's timing coincides with South Africa's G20 presidency, positioning SACO 2025's outputs to inform global cultural priorities. This represents a rare opportunity for South African creative economy stakeholders to lead international discourse on the world stage.
Hosting the conference at the DHL Stadium is deliberate. This iconic venue symbolises world-class excellence. We're making an unambiguous declaration: this is a platform for action and implementation, not merely theoretical discourse. Alongside panel discussions, working groups, and other engaged formats, dynamic PechaKucha presentations – 20 slides, 20 seconds each – ensure concise, impactful dialogue that mirrors the fast-paced nature of the industries we serve.
The conference’s influence extends beyond two days. Accepted papers will be considered for publication in the peer-reviewed African Journal of Creative Economy, creating lasting intellectual infrastructure that continues generating value long after participants return home.
SACO 2025 isn't optional professional development – it's an essential strategic gathering for anyone committed to shaping South Africa's future.
Register now for 4-5 November 2025, at the DHL Stadium. For organisations interested in positioning themselves as leaders in this crucial sector, contact our Sponsorship Team (email eben@breinstorm.co.za) to explore strategic partnership opportunities.
The future of integrated creative and sports economies will be shaped by those who actively participate in the conversations that matter.
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