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Marketing and Sponsorship

South African Rugby Loses Second Sponsor In As Many Days

South African Rugby lost a "second sponsor in a matter of days" with German car company BMW joining Absa in not renewing its contract, according to Sport24. BMW spokesperson Diederik Reitsma said on Monday that the company will "not be renewing" its sponsorship with the Springboks when it expires in December. BMW's five-year sponsorship "included the addition of the BMW brand mark to the left leg of the players’ shorts in official matches as well as the provision of BMW vehicles to the Springboks while on Test match duty in South Africa." This comes after jersey sponsor Absa "opted not to renew its contract with the South African Rugby Union." It is believed that the Absa deal was worth R100M ($7.14M)-a-year "for just the Springboks" and R600M ($42.8M) in total for the four-year period (SPORT24, 11/23). In a separate piece, Sport24 reported an SARU spokesperson said, "BMW advised of their change of direction some months ago after a successful partnership for both of us. We have been working behind the scenes in the intervening period and are currently talking to two potential successors." Absa earlier also "opted not to renew its sponsorship for the 2016 Currie Cup." SARU is "reportedly in discussions" with another bank, FNB, about sponsoring the Currie Cup as well as the Springbok Sevens team, which is also currently sponsored by Absa (SPORT24, 11/23). 

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