Pay TV network, DStv, sponsors the South African Professional Soccer League (PSL). Therefore, we leveraged the sponsorship through a memorable, live experience of one of Africa’s largest football derbies. We hosted 12 000 DStv subscribers for a day of fun, games and hospitality. There was a pre-game lounge with buffet lunch, drinks, and goodie bags. The little ones were kept enchanted in a kids zone, while popular deejays and artists provided entertainment, as celebrities mingled with guests. Level two (superior sigh-lines) seating was the crown of this relationship building exercise.