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Elma Smit

Producer / Account Director


Country or State

United Kingdom


- The first woman to ever report on a Rugby World Cup for African broadcast giant SuperSport in 2011. I find compelling ways to tell the stories of remarkable people. My primary focus - regardless of platform - has always been to grow the reach of the content. To find new viewers or listeners to win over and capture the imagination of fresh new market segments with unusual, creative and innovative storytelling. - Served as SuperSport's lead rugby reporter in camp with the Springboks on a series of assignments, hosted studio and pitch-side coverage of test matches and club rugby for 9 years. - Developed, produced and hosted various magazine show formats & digital test projects for SuperSport, the South African rugby player's association, MyPlayers, and news media (around the Oscar Pistorius trial). This culminated in leading Whisper’s production team in the Springbok bubble, during the 2021 British and Irish Lions Tour. - Stepped onto the global stage in 2019 to cover both the Cricket World Cup and Rugby World Cup, for the two global governing bodies who hosted these events: • As an ''ICC Insider'', hosted the International Cricket Council’s digital coverage of the Cricket World Cup in England and Wales (the tournament yielded a record 4.6 billion global digital views) • Co-produced and presented the world’s most-watched daily online show of 2019, ''RWC Daily'', every day for 8 weeks at the 2019 Rugby World Cup, in Japan. - Followed this up with a book on how to turn content into revenue “Become An Influencer” in 2020. - Developed and hosted a digital series for the Nedbank Golf Challenge (“Africa’s Major”) - Created & hosted 2 seasons of branded rugby content: Lockdown Laughs ft Jean de Villiers & Schalk Brits for Vodacom (activating their SuperRugby sponsorship). - Also remotely hosted digital magazine shows for the ICC and the International Skating Union from 2020 into 2021, followed by the Rugby World Cup 2021 and 2023 Official Digital Draw shows. I've earned my stripes across sport, current affairs and lifestyle content streams for digital platforms, on pod/vodcasts, national radio & live TV from studio and on outside broadcasts.

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Current Position

Producer / Account Director at Whisper


BA Honours, Broadcast Journalism