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Adlip: How S.A. Soccer Publisher Morphed into a Powerful Research Company

Forget multinational research companies and their armies of number crunchers. If you’re looking to find out what’s really going on – in South African homes, on sports fields and in the streets, that is – look no further than one of SA’s most beloved sports publishers. Soccer Laduma, which started life as a weekly newspaper in 1997, has evolved from a publishing darling into a potent research platform. Through its recently formalised Supporters Club arm, Soccer Laduma allows brands and businesses to gain access to the treasure trove of data the publisher collates from its massive online and offline community. For a price, that is. With the Supporters Club nearing 700 branches nationwide, paired with a huge online following, it is an opportunity that brands and businesses surely find difficult to resist.
 

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