How Is the Sports Industry Enhancing Consumer and Fan Relationships?

The South African Rugby Union (SA Rugby) has recently undergone a significant reshuffle in its sponsorship arrangements, leading to notable changes in the branding of the Springboks’ iconic green and gold jerseys.

Transition from MTN to FNB

After eight years, MTN has ended its role as the Springboks’ headline sponsor. Since 2017, the partnership saw two Rugby World Cup wins and major fan engagement efforts. MTN called it a successful era and expressed pride in its role, while signalling interest in new opportunities in sport, perhaps outside of rugby union.

Following MTN’s departure, First National Bank (FNB) has increased its involvement to become the main sponsor of all South African national rugby teams. Its logo will now appear on the front of the Springboks’ jerseys, as well as those of the men’s and women’s sevens and all age-group teams—marking a strengthened partnership with SA Rugby.

Introduction of Pick n Pay as a Tier 1 Sponsor

Pick n Pay has signed a four-year deal with SA Rugby as a Tier 1 sponsor, with its gold logo to feature on the back of all national team jerseys. Beyond branding, the retailer now holds naming rights to the Gold Cup and will play a role in an upcoming women’s rugby competition, set to be announced later this year.

Financial Implications and Strategic Partnerships

SA Rugby’s new sponsorship deals highlight strong financial growth, with the Springboks’ sponsorship portfolio receiving a massive boost. The jersey’s value alone has jumped from R78 million to R160 million in six years—reflecting both on-field success and rising commercial interest.

Alongside FNB and Pick n Pay, SA Rugby has brought in several other sponsors. Monster Energy joins as a new partner, while Coca-Cola has signed a four-year deal with branding on all national team shorts. AfriSam has renewed its support, and Rhino is now the official match ball partner in a seven-year agreement.

Impact on Team Apparel

The sponsorship reshuffle brings noticeable updates to the Springboks’ kit. FNB’s logo has moved from the shoulders to the chest, reflecting its new role as main sponsor, while Pick n Pay’s branding now appears on the back. Despite these changes, the iconic green and gold colours remain.

Conclusion

SA Rugby’s latest sponsorship shake-up marks an exciting new chapter for the Springboks. With FNB stepping in to replace MTN as the main sponsor, and big names like Pick n Pay joining the lineup, the team’s soaring value and international appeal are hard to ignore.