iDiski Media has officially appointed Baadaye Agency and Branded African Entertainment (BAE) as its exclusive commercial sales agency, marking a significant step in the continued commercial growth of the digital football platform.
With more than 76 million monthly impressions and 320,000 YouTube subscribers, iDiski Media has built a highly engaged digital sports community. The partnership will focus on translating that reach into meaningful commercial opportunities for brands through embedded marketing, branded content, digital integrations and tailored campaigns.
The appointment reflects a broader shift in the media landscape, where independent and specialist agencies can offer brands speed, flexibility and culturally informed execution.
Baadaye & BAE’s commercial approach is built around four key principles:
Agility and direct access: Leaner structures allow brands to work closely with decision-makers and respond quickly to campaign opportunities.
Focused execution: Each commercial partnership receives dedicated strategic and creative attention.
Culture-first embedded marketing: Brand integrations are designed to complement the voice, audience and identity of the platforms on which they appear.
Commercial efficiency: Lean operations allow greater focus on media value, creative execution and measurable campaign outcomes.
“We are hungry, hyper-agile, and obsessed with growth. One thing we realised is that brands aren't buying polished decks that sit in a folder, they want to sit inside the actual culture while it's happening. We don't have three layers of account managers to hide behind. We move in hours, we put brands directly into the conversation that audiences actively choose to engage with. And we don't kill the creator's voice to satisfy a brand guideline, there’s always a middle ground where both can exist, and that’s where the collaboration is.”
- Sabelo Ndumo, commercial lead at Baadaye & BAE Agency
Connecting brands to the iDiski Media ecosystem
Through the partnership, brands and media buyers can access commercial opportunities across:
iDiski TV - YouTube and Vodcasts
Brand integrations, branded studio environments, opening pre-rolls, squeeze-back banners and embedded content within football discussions, match breakdowns and studio reactions.
Weekly WhatsApp E-Paper -Direct-to-Fan
Full-page advertorials, permanent base strips and trackable links, creating direct opportunities for lifestyle and retail brands to connect with football audiences.
iDiski Times - Web and Mobile
Match-day takeovers, in-article banners, high-visibility digital placements and other integrated advertising opportunities.
Custom Digital IP and Short-Form Content
Bespoke video series, short-form reaction content and tailored digital activations developed around individual brand briefs and product launches.
“We are delighted to welcome Baadaye & BAE Agency as iDiski Media’s new sales partner. Their team has impressed us with their energy, professionalism and genuine enthusiasm for our brand and audience. This partnership is very much an extension of our existing commercial team, and I will continue to lead iDiski Media’s sales function, working closely alongside Baadaye & BAE as we grow our presence and create even greater value for our clients. They are a talented, passionate team with fresh thinking, and we are excited about what we can achieve together. We look forward to introducing Baadaye & BAE to our agency and brand partners and hope the industry will open its doors and get to know this exceptional team.”
– Tracy Asary, sales specialist at iDiski Media
A growing multi-channel commercial portfolio
Beyond iDiski Media, Baadaye & BAE’s growing commercial portfolio includes digital properties across podcasting, entertainment, sport and culture, including The B Word, Amafans Wethu TV, The Conversation Capital and Megafoon Rugby.
“This partnership represents exactly where we believe the future of media and brand collaboration is heading, towards platforms with deeply engaged communities and commercial strategies built around how those audiences actually consume content. Our role is not simply to sell media space, but to create meaningful partnerships between brands, platforms and audiences. iDiski Media gives us an exciting opportunity to do that at scale.”
- Katlego Sekete, Baadaye Agency
About Baadaye Agency & Branded African Entertainment (BAE)
Baadaye Agency and Branded African Entertainment (BAE) are fast-growing commercial representation firms operating at the intersection of youth culture, digital video, podcasting and embedded brand marketing.
Through culturally grounded strategy and agile commercial execution, the agencies connect brands with digital platforms and audiences through integrated partnerships, sponsorships and advertising opportunities.
Their portfolio includes iDiski Media, The B Word, Amafans Wethu TV, The Conversation Capital and Megafoon Rugby.
About iDiski Media
iDiski Media is a South African independent digital soccer publisher operating iDiski TV and iDiski Times. The platform connects passionate football audiences through sports journalism, digital video content, match analysis and fan-focused football coverage.
