ENGEN “PLAY ON”

COMBINED PLAN
RATIONALE

Due to Covid-19 restrictions, the Engen Youth Development

Programme will not be staged physically in 2020 and will instead
be replaced with a series of online educational sessions.

2
 OVERVIEW

The Engen Knockout Challenge and Engen Champ of Champs has built an excellent standard in the upliftment and skills
development of youth football in South Africa. Often referred to as South Africa’s most prestigious youth tournament that have
provided players the opportunity to showcase their skills and love for the beautiful game.

Over the 17 years, the tournament has showcased thousands of young talent across the country and enhanced 350 football
players career to the professional level.

As we build up to the anticipated 18th Engen Knockout Challenge, South Africa’s most prestigious youth development
programme continues to garner support and new possibilities in people’s lives by launching a female tournament as part of their
youth football development programme.

The U20 female tournament is set to be rolled out in 3 provinces namely: Gauteng, KwaZulu Natal and Western Cape.

OBJECTIVES

• To continue to provide a youth development solution during Covid-19 restrictions that delivers support to the youth
beyond the game
• Create an ongoing conversation that engages the football community with uplifting, supportive and relevant content
on a regular basis
• Further build the Engen brand profile amongst its target audience

ENGEN “PLAY ON”

Due to COVID-19 restrictions, the Engen Knockout Challenge will not be staged physically in 2020. It will be replaced with a
series of online educational sessions that highlight Engen’s commitment to care for the communities in which it operates in by
engaging teams in a different format to “PLAY ON” in spite of the COVID-19 pandemic

3
 SPONSORSHIP PORTFOLIO
PORTFOLIO GROWTH
Introduction of females to the youth development programme
MALE
• Target age group: U18
• 5 regional tournaments (JHB,DBN, BLM, PE
CPT)
• 16 teams across the regions qualify as finalists
for the EKOC
• 5 Winning teams compete for the ultimate
Engen Champ of Champs title
• 3-day TOURNAMENT
• LIFE SKILLS development training
• EMPOWERMENT & CSI initiatives
• Hotbed for NATIONAL & INTERNATIONAL
SCOUTS
• Strategically rolled out over YOUTH MONTH
• Managed by Host Clubs (Technical
perspective) - Endorsed by SAFA across all
regions
FEMALE
• Target age group: 16 – 20 years old
• 3 regional tournaments (JHB,DBN & CPT)
• 8 teams across the regions qualify as finalists for the
EKOC
• 3-day TOURNAMENT
• LIFE SKILLS development training
• EMPOWERMENT & CSI initiatives
• Hotbed for NATIONAL & INTERNATIONAL SCOUTS
• Strategically rolled out over YOUTH MONTH
• Managed by Host Clubs (Technical perspective) -
Endorsed by SAFA across all regions
4
 U20 FEMALE SOFT LAUNCH

A series of short videos aimed at telling the story of the rise of women’s soccer in South Africa and the contributors who have
worked together to make this happen will be released leading up to Women’s Day.

The content in these videos will feature our technical team and a player on and off the pitch.

The final video released will feature all these women ‘playing the ball forward’ to each other in different frames sending a
broader message about the equality and progress of women in soccer.

KEY CONTRIBUTORS

• Mary Jane - Sokhela

• Amanda Dlamini
• Jermaine Seoposenwe
• Lebohang Motsoeli
• Julia Stuart

CAMPAIGN MESSAGE - #SHEPLAYSITFORWARD

“When you play a forward pass, the player in possession must take a positive first touch in a forward direction. There must
be players upfield who are on the move and creating space to receive a pass.” - This is commonly known as Playing the
ball forward

5
 PROGRAMME SUMMARY
Phase 1
Engen Coach the Coach
Masterclasses
Zero rated online “Coach the
coach” masterclasses will be
hosted by qualified SAFA/UEFA
coaches with the aim to upskill and
support coaches during the global
pandemic.
3 Weeks
ENGEN “PLAY ON”
Phase 2
Engen Locker Room Talks
Zero rated online “Locker room
talks” will be hosted by renowned &
influential sporting personalities with
the aim of highlighting the infinite
career opportunities available outside
of being a sportsman, also covering
topics that will equip players to make
informed lifestyle decisions.
6 Weeks
Phase 3
Engen Off The Pitch
Challenge
Advance Sports Performance
(ASP) in collaboration with National
Convenors will release 3 fitness drills
per week over a 2-week period, in the
3rd week teams will be requested to
upload videos demonstrating skills
learned from the fitness drills for
social media followers to vote.
3 Weeks
6
 COACH THE COACH MASTERCLASS

A series of three 60-minute workshops held over a three-week period to give coaches an opportunity to be upskilled by qualified
SAFA/UEFA coaches. The coach the coach masterclasses will consist of coaching related topics, a Q & A session as well as a
short questionnaire relating to each webinar topic in order to accumulate points for their club to win the overall top participation
prize. Clubs with the highest points & participation (Webinar & Fitness Drills) in each region will win One card vouchers for each
team member to the value of R250.00.

EVENT DATE THEME FEATURED COACH MC AGENDA

Wednesday, The role of a Pitso Mosimane – Julia Stuart ● Host Club feature
23 September coach/developing Mamelodi Sundowns ● Theme Talk by Coach Pitso
and identifying Head Coach Mosimane
talent ● Q & A Session
● Questionnaire

Wednesday, Preparing a team Simphiwe Dludlu – Thabiso Mosia ● Host Club feature
30 September for a tournament U20 Basetsana Head ● Talk by Coach Simphiwe Dluldl
e.g EKOC/ Coach & Duncan Crowie
Motivating your ● Q & A Session
team ● Questionnaire

Wednesday, 7 Moments of the Gavin Hunt – Bidvest Thabiso Mosia & ● Host Club feature
October game and team Wits FC Julia Stuart ● Theme Talk by Coach Gavin
tactics Hunt
● Q & A Session
● Questionnaire

7
 ENGEN LOCKER ROOM TALKS

By hosting the webinars, we aim to highlight the infinite career opportunities available within football outside of being a sportsman
and cover topics that will equip players to make informed lifestyle decisions. We will host a series of five 60-minute workshops
over a 6-week period. A Q & A session as well as a short questionnaire relating to each webinar topic will follow each session in
order for players to accumulate points for their club to win the overall top participation prize - Clubs with the highest points &
participation (Webinar & Fitness Drills) in each region will win One card vouchers for each team member to the value of R250.00.

EVENT DATE THEME FEATURED HOST MC AGENDA

CLUB

Saturday, 26 Career WITS Junior Football Julia Stuart ● Host Club feature
September opportunities Club – Gauteng ● Theme Talk by Monde Hlatshwayo &
Portia Khambi
● Q & A Session
● Questionnaire

Saturday, 3 Empowering AmaZulu Football Club Thabiso Mosia ● Host Club feature
October women - KZN ● Talk by Mary-Jane Sokhela & Vuyisle
through sports Ngcobo
● Q & A Session
● Questionnaire

Saturday, 10 Identifying Wanderers Football Julia Stuart ● Host Club feature

October talent in Club - Cape Town ● Theme Talk by Morris Bacaza & Dillion
COVID times Sheppard
● Q & A Session
● Questionnaire

8
 ENGEN LOCKER ROOM TALKS

By hosting the webinars, we aim to highlight the infinite career opportunities available within football outside of being a sportsman
and cover topics that will equip players to make informed lifestyle decisions. We will host a series of five 60-minute workshops
over a 6-week period. A Q & A session as well as a short questionnaire relating to each webinar topic will follow each session in
order for players to accumulate points for their club to win the overall top participation prize - Clubs with the highest points &
participation (Webinar & Fitness Drills) in each region will win One card vouchers for each team member to the value of R250.00.

EVENT DATE THEME FEATURED HOST MC AGENDA

CLUB

Saturday, 17 Positioning Bloemfontein Celtics Thabiso Mosia ● Host Club feature

October yourself as a Football Club - ● Theme Talk by George Maluleka &
player on Bloemfontein Bongani Khumalo
and off the ● Q & A Session
field ● Questionnaire

Saturday,24 Life beyond Glenville Celtic Football Julia Stuart ● Host Club feature
October the field Club - Port Elizabeth ● Theme Talk by Daine Klate & Amanda
Dlamini
● Q & A Session
● Questionnaire

Saturday,31 Nutrition, Engen Thabiso Mosia ● Host Club feature

October Health & ● Theme Talk by Siba Mtongana & ASP
Wellness ● Q & A Session
● Questionnaire

9
 ENGEN “OFF THE PITCH” CHALLENGE

WEEK 1 WEEK 2 WEEK 3

2 Prescribed Skills Challenges + 1 4 Prescribed Skills Challenges + 6 Prescribed Skills Challenges + 1

Freestyle Challenge per team 1 Freestyle Challenge per team Freestyle Challenge per team

• All Skills Challenges to be demonstrated by our selected Brand Ambassadors

• They will also be uploaded onto the microsite and directed from all social media platforms

• The challenges will be judged by Duncan Crowie, Lebohang Motsoeli, Amanda Dlamini, Reneilwe Letsholonyane &
Regional Selectors

• A weekly running leaderboard to be posted at the end of the weekly challenges to ensure engagement and keep the teams
motivated

FINALISTS (3 FEMALE & 5 MALE)

• Access to ASP online programme for 3-months

OVERALL WINNER PRIZE (1 FEMALE & 1 MALE)

• Each receive a prize to the value of R35 000 based on the needs of their respective clubs (e.g Training Equipment)

10
 PUBLIC RELATIONS

COMMUNICATION THEMES & MESSAGING

Development: To continue to provide opportunity for young players and provide life skills beyond the game
Upliftment: Supporting and empowering females and communities
Growth: Growth beyond the beautiful game

OFFICIAL HASHTAGS
• #Engenplayon
• #Engenplayingapart
• #Sheplaysitforward

PR TACTICS
• Earned Media
• Content Syndication
• Targeted Features
• Press Releases
• Pitching Stories

PR ANGLES / PITCHES
• Public Engagement - Voting for best skills challenges on social media
• Announcement of new format tournament due to COVID
• Announcement of female inclusion
• Each webinar session will be written about and shared with the media (9 pieces)
• Pitch key panel to do live interviews on key sports shows (TV) about what Engen are doing to Play A Part in youth development

11
ENGEN “PLAY ON” ENGAGEMENT

DUNCAN CROWIE & LEBOHANG MOTSOELI – NATIONAL SELECTOR

• The National Convenor of Selectors role is to facilitate the Coach the Coach masterclasses, develop and judge the
Engen “Off The Pitch” Challenges

• Support the Engen ”Play on” Campaign on their social media platforms

AMBASSADORS

• The Ambassadors to be active on their personal social media platforms, posting information about the virtual event
and encouraging teams to register on the Engen microsite

• Be available to participate in media interviews

• Demonstrate skills challenges on video ahead of challenge week

• Judge the Engen “Off the Pitch” Challenges

IDENTIFIED AMBASSADORS

• Amanda Dlamini

• Reneilwe Letsholonyane

• Stanton Fredricks

12
 MEDIA SUMMARY
Channels Objective: Awareness and reach
• Social will be used to drive reach,
engagement and awareness for EKOC
• Social media (TikTok, (Facebook, Instagram) and
FB, YouTube, conversations/engagements (Twitter and
Instagram & Twitter, Tiktok). TikTok Splash Screen Ad will the
WhatsApp) first ad our audience sees as they log into
TikTok, and will create awareness.
• Drive awareness and reach and grow the
EKOC audience size on IG and when
• Social Media Always on served on FB, will be a more
informative/engaging post for current
followers
• National and Community Radio Stations
will be used drive awareness and reach
• Radio
through Interviews and live reads.
• Online Editorials(of radio interviews and
editorials) to be featured on the Radio • Metro FM, Ukhozi FM, Umhlobo Wenene,
• Editorial stations’ websites as well as Soccer Kaya FM, Radio 2000, Soccer Laduma and
Laduma and Kick off websites which will
include Polls and Quizzes.
• We will drive reach and awareness
• OOH ( Township taxis) across different Townships in Gauteng,
WC & KZ using branded taxis
*Please note that TikTok’s approval can process can take up to three weeks and they only take campaigns that will be beneficial to their audience .
Breakdown Dates
• Facebook and Instagram Carousel, Infeed
and Video,TikTok Splash Screen Ad,
• 24 August - 6 November
Facebook Instant Experience and Lead-
Gen, Twitter Awareness Ads, TrueView
• Twitter, Facebook and Instagram
• July
• Metro FM: Live read:7 Aug, Interview: 10 Aug
• Ukhozi FM: Live read:1 Sept, Interview: 2 Sept
• Metro FM • Umhlobo Wenene: Live read:24 Aug, Interview:
• Ukhozi FM 25 Aug
• Umhlobo wenene • Radio 2000:Live read:7 Aug, Interview: 10 Aug
• Radio 2000 • Izwi Lomzansi: Live read:10 Oct and 9Nov,
• Izwi Lomzansi Interview: 2 Oct and 10 Nov:
• Voice of the Cape • Voice of the Cape: Live read:23 Sep and 9 Nov,
• UCR Interview::24 Sep and 10 Nov
• UCR: Live read:28 Sep and 9 Nov, Interview: 29
Sep and 10 Nov
• Metro FM: 11-Aug
• Ukhozi FM: 03-Sep
• Umhlobo Wenene: 26-Aug
• Radio 2000:11-Aug
Kick off
• Soccer Laduma and Kick off: August - November
• Gauteng, WC & KZ • September – November
13
 TIMELINES

DATE ACTIVITY

JULY • U20 Female Soft Launch Content Capturing (20 - 24July)

AUGUST • U20 Female Soft Launch (24 – 28 August)

• Engen “Play On” Micro Site to go live (1 September)
• Engen “Play on” Online Registrations for teams to open (1 September)
• Engen “Play on” Online Registrations for teams to close (15 September)

SEPTEMBER • Engen Coach the Coach Masterclasses (23 September – 7 October)

• Engen Locker Room Talks (26 – 31 October)
• Engen “Off the Pitch” Fitness Challenges – Stage 1 (28 September -2 October)

OCTOBER • Engen “Off the Pitch” Fitness Challenges – Stage 2 (5 - 9 October)

• Engen Locker Room Talks (3 – 10 October)
• Engen “Off the Pitch” Fitness Challenges – Stage 3 (12 – 16 October)
• Engen “Off the Pitch” Challenges Judging by Panel (19 – 23 October)
• Engen “Off the Pitch” Challenges Finalist Announcement (26 October)
• Engen “Off the Pitch” Final Challenges Public Voting (26 – 31 October)
• Engen “Off the Pitch” Challenges Winner Announcement (2 November)

NOVEMBER • Engen “Play On” Campaign Budget Reconciled & Post Campaign Report Completed( 30 November)

14
Thank you

DISCLAIMER
The information contained herein is of a general nature and not intended to be a detailed analysis of the subject
matter. Engen accepts no responsibility for any loss or damage that may arise from reliance on information
contained in this document. This document is subject to Copyright laws. Unless Engen has furnished you with its
prior written consent, no part of this document may be reproduced, stored or transmitted in any form.