The South African Rugby Union (SA Rugby) has struck a four-year sponsorship deal with soft drinks giant Coca-Cola.
Through the tie-up, Coca-Cola branding will appear on the playing shorts of all South Africa's representative national teams, including those of the iconic Springboks men’s side.
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The deal will come into effect later this week, as the country’s men’s rugby seven's side, the Blitzboks, compete at the HSBC SVNS in Perth, Australia.
In terms of its association with rugby union in South Africa, Coca-Cola was a major partner of the 1995 Rugby World Cup in that country and has also supported various youth rugby initiatives.
The brand is also a sponsor of various top-tier franchise teams in the country.
Rian Oberholzer, chief executive at SA Rugby, said: “We are thrilled to have Coca-Cola return as a partner. Their long-standing commitment to South African rugby has been instrumental in the development of the sport.
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By GlobalData“This new chapter will help us achieve sustainable and inclusive growth, providing us with the support needed to nurture talent and engage with fans across the nation.”
Late last year, 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.
