“It’s Storytelling That Shifts Perceptions” – PR Specialist Jessica Porter
Award-winning marketing agency Levergy is redefining the role of PR, sponsorship, and marketing and at the forefront of this transformation is Head of Public Relations, Jessica Porter, whose passion for storytelling drives real impact.
“My role goes beyond traditional PR. It’s about storytelling that shifts perceptions and builds long-term brand equity. I challenge conventional methods and continually up-skill my team so that every campaign we craft is strategic, insightful, and culturally relevant.”
Levergy Head of Public Relations, Jessica Porter
In the world of sport, PR and marketing agencies act as the critical link between brands and athletes. “Many see Levergy as a sports and entertainment agency specialising in sponsorship, but at our core, we are a passion marketing agency,” said Porter.
“We don’t just connect brands, athletes, and teams, we create meaningful connections through stories that resonate. We focus on understanding what moves people, their interests, behaviours, and emotional triggers, so we can deliver brand experiences that build trust and lasting relationships.”
Porter is also candid about the ongoing gap between women’s and men’s sponsorship. “In South Africa, women’s sport is gaining more coverage and brands are stepping up to support female athletes and teams.
“However, investment still lags behind men’s sport, and the existing sponsorship deals often don’t offer the same financial backing or long-term commitment. While there are great examples of brands championing women’s sport, the momentum needs to accelerate.”
For Porter, intentional investment is essential. “Corporations must look beyond short-term returns and recognise the long-term value of women’s sport. This means funding professional leagues, investing in storytelling around female athletes, and ensuring that these investments bring tangible benefits to women’s sport.
“Brands have the power to shift perceptions, whether through sponsorship, marketing campaigns, or athlete endorsements, positioning women’s sport as equally aspirational and commercially viable as men’s.”
Reflecting on 2023, dubbed “The Year for Women’s Sport” Porter recalls key campaigns that defined the year. “The ICC T20 Women’s World Cup was my first women’s sport campaign. We shifted the narrative from ‘female empowerment’ to ‘pure power,’ tapping into national pride and showcasing the immense potential of women’s sport in South Africa.”
“In 2023 South Africa hosted Africa’s first ever Netball World Cup, the ICC T20 Cricket world Cup. We also saw the FIFA Women’s World Cup Down Under, just to mention a few events, all in one year.”
Outside of sports, Porter also contributed to initiatives like the Nedbank YouthX project, which empowers young South Africans to pursue their dreams and create a positive impact in their communities.
A finalist in the Woman in PR & Sponsorship category at the 2023 gsport Awards, Porter considers this recognition a career milestone. “Is being a finalist in the Woman in PR & Sponsorship category at the 2023 gsport Awards a bit too obvious?
“Right now, I think I am in a career highlight. I have worked in fashion, food, beverage, and corporate PR, but my true passion is in this industry. I am privileged to work with incredible people who challenge me to grow every day.”
Social Media has given athletes the power to carve their own brand identity and use that to attract sponsors. Taking advantage of their large following, brands can also use athletes to carry out a message or promote a campaign or product.
She further emphasises that athletes must cultivate strong personal brands in order to attract prospective and lucrative partnerships. “Authenticity” is paramount to achieve this, according to Porter. “In my mind, authenticity in your specialty is key. Brands look at your performance, but they also look at your personal brand, engagement, and values.”
“Athletes should focus on building their presence on and off the field, telling their unique stories, and engaging with fans in meaningful ways. Having a clear personal brand and a strong social media presence makes them more attractive to sponsors.
“Also, being proactive—reaching out to brands, aligning with causes, and networking—is just as important as waiting for the right opportunity to come along.
“While some athletes have successfully built strong personal brands, many are yet to fully leverage the power of social media. Social media allows athletes to control their narratives, engage with fans directly, and attract sponsorships beyond traditional deals – this is part of growing your brand off the field.”
Highlighting the success of South African national teams like the SPAR Proteas, the Proteas Women, and Banyana Banyana, Porter calls for ongoing support and media engagement.
“We need year-round conversations about these teams’ journeys. Media should be proactive, giving audiences and brands continuous access to their progress.”
“PR companies have a responsibility to influence public perception. We need to be intentional about how we frame these conversations – pushing for more visibility, highlighting success stories, and ensuring that the right narratives are being told.
“We also have the power to challenge the status quo by advising brands to be more progressive in their approaches. Whether it’s equal pay, transformation, or representation, PR plays a crucial role in keeping these conversations at the forefront.”
Jessica Porter has made groundbreaking moves in the PR and Marketing space but she’s not done. “I want to continue pushing the boundaries of PR in South Africa – elevating the industry and ensuring that sponsorships are not just transactional but culturally impactful.
Main Photo Caption: Jessica Porter of Levergy is transforming PR with impactful storytelling and meaningful connections between brands, athletes, and teams; and believes that companies must look beyond short-term returns to focus on intentional investment. All Photos: Supplied
Photo 2 Caption: Porter says intentional investment is essential. “Corporations must look beyond short-term returns and recognise the long-term value of women’s sport.”
Photo 3 Caption: “This means funding professional leagues, investing in storytelling around female athletes, and ensuring that these investments bring tangible benefits.”
Photo 4 Caption: “Authenticity in your specialty is key, says Porter. “Brands look at your performance, but they also look at your personal brand, engagement, and values.”
Photo 5 Caption: Porter looks to push the boundaries of PR in SA “Elevating the industry and ensuring that sponsorships are not just transactional, but culturally impactful!”
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