South African businesses will continue to be the main sponsors of the Springboks despite SA Rugby’s appetite for global investors.
The value of the Springboks sponsorship has skyrocketed, increasing from around R78 million to 160 million in the past six years, according to reports.
Winning two Rugby World Cups and a British and Irish Lions series has obviously played a huge role and for the first time since the game went professional, SA Rugby has earned more from their sponsorship deals than from broadcasting.
This led to SA Rugby reportedly wanting to get global sponsors for their jerseys with the agreement with long-time Tier One partner MTN coming to an end.
FNB take centre spot
However, local businesses have met SA Rugby’s mammoth price tag, understood to be collectively around R220 million per year to feature on the Springboks jersey.
Banking giant FNB (First National Bank) has deepened its relationship with SA Rugby, becoming the principal partner of all national teams with their logo now taking centre stage on the front of all team jerseys, including the Springboks and all men’s and women’s senior and age-grade teams.
It is understood that the partnership with FNB is in the ballpark of R150 million per year, a figure that is still yet to be confirmed.
“FNB has been an outstanding partner to the Springboks and rugby for many years, and we are delighted that we have aligned to take the relationship to the next level”, SA Rugby CEO Rian Oberholzer.
“To have them partner all our national teams is a step change for our game and we look forward to continuing a long and successful partnership.”
With FNB taking centre stage, retail giants Pick ‘n Pay have signed a four-year contract as a Tier 1 sponsor of SA Rugby, with the company’s logo set to feature in gold on the back of the Springbok jersey, as well as those of all other national teams in a ground-breaking new partnership.
Pick n Pay to feature on the back of the jersey
Pick n Pay’s logo will also appear on the front of all national teams’ training apparel in a new departure for SA Rugby’s sponsorship model.
Historically, the rights to the front of the playing jersey and training jersey have been the preserve of a single partner. The sponsorship will also have an impact at community level as Pick ‘n Pay have also acquired the naming rights to the national club championship, the Gold Cup, and an exciting new women’s rugby competition, the details of which will be announced later this year.
It is reported that the partnership is worth around R70 million per year for SA Rugby.
“This sponsorship is about more than just a logo on a jersey – it’s about celebrating the values that unite us as South Africans,” said Sean Summers, Pick ‘n Pay CEO.
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“The Springboks are a symbol of unity, and for decades, Pick n Pay has been a trusted partner in homes and communities, always backing South Africans through great value, creating opportunities, or supporting communities when they need us most.
“We are incredibly proud to back the Springbok teams as they push forward on their journey of excellence, and we are excited to help grow rugby from grassroots to the professional stage, ensuring that our customers and supporters can be part of this journey every step of the way
“The Springboks are a true symbol of determination, and we could not be prouder to announce this sponsorship as we ourselves take bold steps to drive our growth.”
The two latest sponsorship announcements come after SA Rugby confirmed that they had entered a new sponsorship with Monster Energy which will also incorporate the Springboks and the other national teams.
Meanwhile, AfriSam – a leading provider of cement and concrete solutions – have also renewed its partnership with SA Rugby who unveiled Rhino as its new match ball partner on a seven-year partnership.
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Src: Planetrugby.com - https://www.planetrugby.com/news/new-springboks-sponsors-unveiled-as-local-powerhouses-outbid-overseas-investors
