The South African Rugby Union governing body (SA Rugby) has continued to strengthen its sponsorship portfolio after securing new deals with cement and concrete company AfriSam, and energy drink Monster Energy.
The governing body’s renewal with AfriSam will see the company continue as the official cement and concrete sponsor of the world-champion men’s Springboks while also adding Springbok Women, Springbok Sevens men and women, and Junior Springbok teams to the deal.
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Eric Diack, chief executive of AfriSam, has said: “Rugby embodies teamwork, perseverance, and strength—values that are deeply aligned with our business.
“By expanding our partnership, we aim to contribute to the growth and success of rugby at all levels, ensuring that South African teams continue to build on their legacy of excellence.”
Monster Energy, meanwhile, becomes the official energy drink provider of the Springboks and Springbok Women, as well as other national teams, for the next four years.
The new partnership starts in July when the Springboks host Italy and Georgia during the Castle Lager Incoming Series and includes commercial rights, branding, and activation opportunities, as well as fan elements.
Rodney Sacks, chairman and co-chief executive of Monster Energy, said: “SA Rugby, across all forms of the game, embodies first-class performance and the pride of a nation.
“Through our partnership with the national teams, Monster Energy will be bringing fans closer to their heroes and celebrates our shared passion for the men, women, and under-20s, who pull on the world-renowned shirt.
The deal adds to Monster Energy's sports sponsorship portfolio including mixed martial arts' UFC, global action sports events series X Games, and English Premier League football team Southampton FC.
The two new deals come a few weeks after SA Rugby announced a four-year deal with soft drinks giant Coca-Cola, that will see its iconic branding appear on the playing shorts of all representative national teams.
Late last year, meanwhile, SA Rugby and rugby equipment brand Rhino agreed a seven-year ball supply partnership. Rhino will provide match balls at international level for the representative South African national sides in their home matches, as well as for all domestic leagues and cups.
Other commercial partners of the governing body include MTN, FNB, and Nike.
