Exclusive: Thlopie Motsepe Explains How Sundowns Took African Football to Times Square

Mamelodi Sundowns have taken a giant leap in global football marketing, becoming the first South African club to feature on a billboard in the heart of New York City, Times Square, during their participation in the FIFA Club World Cup. 

The moment, both symbolic and strategic, marks a bold chapter in the club’s growing international presence, powered by a partnership with RocNation Sports.

Thlopie Motsepe, Chairman of Mamelodi Sundowns, shared the excitement and deeper meaning behind this milestone.

“We have to thank RocNation and Michael Yormark for giving us the opportunity to have a billboard at New York Times Square, in front of an international audience and tourists from all over the world,” Motsepe told SportsBoom.co.za.

“RocNation produced a video for us while we were playing at the FIFA Club World Cup. We also had former Sundowns players who were part of a Puma launch in New York City. These legends include Hlompho Kekana and Teko Modise, iconic South African players.”

A Moment Seen Around the World

“We were surprised to see our brand video up on a Times Square billboard,” Motsepe admitted. 

“It featured our players, supporters, and staff. It was there for the world to see, a proud moment for all of us.”

For the club, the display was more than just an ad, it was a declaration of intent: African excellence belongs on the global stage.

Building a Global Brand with Local Roots

Motsepe highlighted the club’s long-term strategy: to evolve from continental champions to a globally recognised football brand.

“There is symbolic and strategic importance in growing our brand beyond South Africa’s borders,” he explained.

“The symbolic part is giving the South African football experience a seat at the global table. Strategically, we’re a rising power and this exposure lets us connect with people who don’t yet know us.”

“Our motto is The Sky is the Limit, and through football, we want to inspire people to dream bigger.”

Powerful Partnerships with RocNation, Puma & Red Bull

Sundowns’ recent partnerships with RocNation Sports, Puma, and Red Bull are not merely endorsements, they are engines driving a global movement.

“As a brand, we take our partners into uncharted territories,” said Motsepe. 

“This billboard and our Club World Cup participation show what’s possible when great partnerships are aligned.”

Marketing With Purpose: Telling the African Story

While football results take time, the club’s marketing and communications department is working with urgency and precision.

“Winning is our goal on the field, but off the pitch, we’re in control,” said Motsepe.

“Our team including marketing manager Thabo Phiri and commercial head Yogesh Singh, is focused on reshaping how the world perceives Mamelodi Sundowns.”

The team introduced the concept of "inter-seasonal spikes" key moments that drive engagement and elevate the club’s narrative beyond fixtures.

“These could be derby games like against Orlando Pirates, mid-season kit launches, or major global appearances. When the spotlight is on us, we want our partners there to share in the moment.”

Sundowns Hit Netflix: Women’s Team Documentary

Another major milestone was achieved with the club’s Netflix debut, a documentary about the Mamelodi Sundowns Ladies team.

“It was the first time we invested in storytelling and filmmaking, and we chose the ladies’ team,” Motsepe explained.

“Their journey isn’t always glamorous, but it's authentic and powerful. Thanks to Michael Yormark, that story now sits alongside series like Drive to Survive on Netflix.”

"This season we are excited to create a similar story with the men's team. We will be talking about what happened at the Club World Cup and how important we see the clubs role in terms of inspiring and re-telling the African narrative."

What Sets Sundowns Apart? The "WAY" Forward

At the heart of Sundowns’ strategy is a clear, value-based approach: humility, excellence, and African pride.

“We’re tired of the narrative that Africans can’t do it better,” said Motsepe.

“Our principles are simple teamwork, discipline, humility. And we’ve created something called the ‘Mamelodi Sundowns WAY’: Women, Africans, and Youth.”

These three pillars guide everything the club does, from branding to content creation to community involvement.

“Women are the fastest-growing sports audience. Youth is where future fans live. And being proudly African, that’s our identity.”

Breaking Myths & Increasing Access

As Sundowns prepares to launch their official app, Motsepe also addressed a key misconception: digital access.

“There’s a belief that our audience doesn’t have data access. Yes, data is expensive in South Africa, but people do engage digitally. So we’re building something that works both online and offline to make the club accessible to everyone.”

Learning from Rugby: Elevating Matchday Experience

Sharing Loftus Versfeld with the Blue Bulls has inspired Sundowns to rethink the fan experience.

“Rugby fans arrive hours early, enjoy the build-up, the food, the family vibe,” Motsepe observed.

“In football, fans show up five minutes before kickoff and that’s on us. We want to turn our match days into festivals.”

He stressed the need for cultural shifts and fan education to match the club’s growing ambitions.

“We have to move away from ‘African Time’. If we want 40,000 people in the stadium, we must give them a reason to arrive early and enjoy it.”

From the streets of Mamelodi to the lights of Times Square, Sundown's journey is as much about football as it is about identity, empowerment, and innovation. The billboard was just the beginning.

“When the lights shine brightest,” Motsepe concluded, “we want the world to see who we are, celebrate our people, and believe in the African story.”