By Lehlohonolo Lehana.
SA Rugby has announced that the Springboks’ eight-year sponsorship agreement with telecommunication group MTN has come to an end.
The Springboks are the reigning world champions, having won the RWC a record four times, two of those – in 2019 and 2023 – under the MTN sponsorship.
“This has been the most awe-inspiring and rewarding partnership for MTN after coming in as lead sponsors during a more difficult period for rugby in 2017 after the Boks had not fared as well after last winning the World Cup in 2007,” said MTN SA CEO, Charles Molapisi in a joint statement.
“For us, it was about more than branding; it was about redefining transformation by returning rugby to the people and fostering the spirit of Ubuntu. We demonstrated leadership and commitment to SA sport and could not be happier with the results.
“We would like to thank SA Rugby for placing their faith in us and having us as their headline sponsor for such a long time. We are proud to have been partners as they upped the game’s development and ushered in a golden era of success for current and future generations.
“After closing the page on a winning campaign on-and-off the field, where the game was taken from the big lights of Emirates Airline Park, Stade de France, and Twickenham to the inner cities, small towns, and rural areas where growth needed a boost, the Boks and MTN will now open new chapters in their respective sponsorship journeys.”
While losing MTN as a headline sponsor, SA Rugby is still in a strong financial position with sponsorship earnings exceeding their broadcast revenue for the first time in the professional era.
SA Rugby and Coca-Cola’s new four-year partnership will see the world-famous red and white logo appear on the playing shorts of all the national teams in green and gold.
AfriSam, a leading provider of cement and concrete solutions, have renewed their partnership, which includes sponsorship of the Springboks and an expanded collaboration with South Africa’s other national rugby teams.
Mark Alexander, President of SA Rugby, said: “I’d like to thank MTN most sincerely for their support over the past eight years.
“If you remember, we put out a call to corporate South Africa to partner with us at a challenging time for rugby in this country, and MTN answered that call, loud and clearly. Together, we have enjoyed what will, in time, I’m sure, be regarded as a golden age for the sport in this country.
“The Springboks have twice visited MTN’s offices as newly crowned world champions, marking the pinnacle moments in our partnership. MTN has supported us every step of the way—not only in our efforts to win rugby matches and bring joy to the country but also in showcasing the power of South Africa’s diversity when we stand united.