How we communicate with consumers has become increasingly relevant — and communication in the digital space is incredibly important in reaching consumers on the platforms where they spend hours every day and want to engage with content that is authentic and not a hard sell. Sibabalwe ‘Siba’ Sesmani, the CEO of Unorthodox Group, manages brand commercial deals for Am and Mapimpi. She elaborates on why athletes should aim to maximise working with brands at their peak.

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