Advent Sport Entertainment and Media (ASEM) was founded by Francois Pienaar in October 2009 and has offices in Cape Town and Johannesburg. ASEM Varsity Sports is the exclusive service provider to the University Sports Company (USC) and its participating universities forming part of the Varsity Sports Series. The USC’s main objective is the administration, development, co-ordination and promotion of non-professional sport between the higher education institutions in South Africa. The organisation plays a vital role in connecting operational students, active students and alumni. Sport remains one of the most powerful marketing platforms. In South Africa sport has been a catalyst for change and nation building in our young democracy.