The Springboks are reportedly organising a global media event before the world champions’ November Tests, where they will offer unprecedented access to 28 players.
According to Rugby Confidential in the UK’s Daily Mail, SA Rugby has enlisted sports marketing giants Wasserman to boost their international appeal, particularly in lucrative markets like the US and Asia.
The All Blacks previously capitalised on their brand between 2011 and 2015, gaining attention in these regions, aided by the allure of their haka. Now, the Boks reportedly want to replicate this success, focusing on the inspiring stories of their athletes who’ve risen from adversity.
MORE: Former All Blacks prop hails ‘A and B’ Boks
Wasserman’s involvement aims to grow South African rugby’s international brand by capitalising on the Boks’ status as back-to-back world champions.
SARU CEO Rian Oberholzer hinted at these ambitions in a recent Rapport interview, suggesting that the Springbok brand has “outgrown the South African market”.
With a R1.3-billion equity partnership with US investment firm Ackerley, SARU aims to build a global reserve fund and attract bigger sponsorship deals, elevating their commercial standing worldwide.
Photo: Anton Geyser/Anton Geyser Media
The post Boks to copy All Blacks brand plan appeared first on SA Rugby magazine.
Src: sarugbymag.co.za
