MUMM takes over the Sun Met

MUMM partners with Sun Met

 In 2017 Mumm launched its new partnership with Sun International for sponsorship of the Met horse-racing event, now known as the Sun Met celebrated with Mumm.

Capacity Relations’ objective was to ensure the new partnership was impactfully launched, with Mumm remaining the hero in all communications.



 Capacity Relations developed an effective Advocacy Strategy utilizing three South African celebrities and top South African designers to communicate the different elements of glamour associated with the horseracing event. Capacity Relations was also responsible for hosting the media and celebrity guests in the Mumm Marquee on the day. 

  • Superior turnout of premium guests at Mumm Marquee
  • Mumm = hero of the Met
  • Target – ROI of 7:1; ROI of 152:01
  • Target – PR return of R2.4 million; PR return of R42.3 million
  • ROI of R25,5 million



Contact Capacity Relations

 011 844 1000.

150 Kelvin Drive, Woodmead, Johannesburg

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