The SA Rugby Union (Saru) on Thursday announced Coca-Cola as a major sponsor of its rugby teams in a four-year deal.
The sponsorship by Coca-Cola covers the Springboks men’s and women’s teams, Junior Springbok teams and Sevens teams. The branding will be seen on the shorts of the national teams.
Already a sponsor of the Craven Week schools tournament, the brand has now extended its reach significantly in the local game.
At the announcement in Rosebank on Monday, Sergio Vieira vice president of franchise operations of Coca-Cola South Africa told SABC: “We are very happy to announce that Coca-Cola is back as a major sponsor of South African rugby.
“After a few years that we were not there, we are now back. We are now celebrating 30 years since we sponsored the [Rugby] World Cup-winning team. Now we are back sponsoring South African rugby. We are extremely proud that we will be part of the team again.”
SA government welcome move
SA minister of sport and recreation, Gayton McKenzie said it was a welcome move.
“Coca-Cola’s commitment speaks to the faith they have in this country. The faith they have in the sports governing body Saru,” said McKenzie.
“For me it is a great example to other corporates to follow the lead of Coca-Cola. This is a sign of things to come. They are back with a bang, because there’s more money.”
As for how much the sponsorship is worth, McKenzie did not divulge figures as he quipped: “Those are ministerial privileges.”
Meanwhile Saru president Mark Alexander said: “We are excited to have Coca-Cola back in the fold. We have a relationship stretching more than two decades.
“Like the Springboks, they’re a strong international brand. Together we have the ability to bring people together like nothing else can.”
Earlier this month, the Ackerley Sports Group’s (ASG) put in a renewed bid to buy a 20% stake in the commercial interests of the Springboks.
In early December, Saru confirmed it had rejected a proposal of a private equity deal worth R1.3 billion for South African rugby’s commercial rights.