Hisense SA picked Soweto Towers for a reason last week, and it wasn’t just the view.
The brand officially launched a new community soccer pitch development in Soweto, turning what could have been a standard ribbon-cutting into something with more weight: a video message from the community to Bafana Bafana.
The video was recorded by the young footballers who’ll actually use the pitch once it’s built.
Football’s new home in Soweto
The event marked the start of a long-term grassroots football project. Once complete, the pitch will host youth soccer cups and community football programmes built around skills development and creating new pathways for local talent.
The launch brought together young players from the community, Hisense SA representatives, the City of Johannesburg, ward councillors, and media. Together, they filmed a Bafana Bafana support video featuring the kids looking straight into the camera with messages for the national team.
It’s a smart move. Instead of announcing infrastructure and calling it a day, Hisense let the actual beneficiaries become the story.
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Hisense: three decades, one pitch
Hisense has operated in South Africa since 1996, and the company is framing this project as part of that longer relationship rather than a one-off sponsorship moment.
Luna Nortje, Deputy General Manager at Hisense South Africa, explained the thinking behind the launch:
“We have built alongside South Africa for nearly three decades. This pitch development is a promise to the next generation. The video is a message from Soweto to Bafana Bafana, but the project itself is a longer-term commitment to young people, community pride and the belief that sport can open doors.”
The pitch is designed to function as a youth development hub, combining sport, education, and community participation under one roof.
#HandsOnTheFuture campaign
This launch ties into Hisense’s #HandsOnTheFuture campaign, which is positioned as a literal and metaphorical commitment to building with communities instead of just marketing at them.
Whether the pitch becomes the engine of opportunity Hisense is hoping for will depend on what happens after the cameras leave.
But starting with the community’s own voice, rather than a press release alone, is at least a decent opening move.
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