MTN, the South African mobile phone operator, has ended its headline sponsorship deal covering the Springboks, the country’s iconic men’s national rugby union team, after eight years.
MTN has held front-of-shirt and premium sponsorship rights for all international test matches featuring the Springboks since 2017 in a deal originally worth a reported R40 million ($3.1 million) to R50 million per year, in which it replaced technology company Blue Label Telecoms.
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The company’s last renewal with governing SA Rugby body came in 2021 and was due to run until 2025.
However, the company has now confirmed it will not renew its deal with the team and will instead “explore new opportunities that will drive progress for even more sportsmen and women around the country.”
A new front-of-shirt sponsor will be announced ahead of the 2025 international season, with South Africa due to take on Italy on July 6.
The Springboks are the reigning world champions, having won the Rugby World Cup a record four times, with two of those in 2019 and 2023 while sponsored by MTN.
In a statement, MTN South Africa chief executive Charles Molapisi has said: “For us, it was about more than branding; it was about redefining transformation by returning rugby to the people and fostering the spirit of Ubuntu.
“After closing the page on a winning campaign on-and-off the field … the Boks and MTN will now open new chapters in their respective sponsorship journeys.
“Beyond the professional game, MTN committed R30 million ($1.64 million) to grassroots rugby development in South Africa, and we will continue playing a vital role in the development phase of rugby across the country.”
Aside from rugby, MTN is a sponsor of soccer through its MTN8 partnership and cricket in South Africa.
SA Rugby president Mark Alexander added: “If you remember, we put out a call to corporate South Africa to partner with us at a challenging time for rugby in this country, and MTN answered that call, loud and clearly.
“Together, we have enjoyed what will, in time, I’m sure, be regarded as a golden age for the sport in this country.”
While losing a premium sponsor, SA Rugby remains in a strong financial position, with its sponsorship income exceeding its broadcast revenue for the first time in the professional era.
According to news outlet Rapport, the value of the Springboks’ sponsorship portfolio has increased from around R420 million last year to around R800 million in 2025. The Bok jersey value has also increased from R78 million to R160 million over the past six years.
SA Rugby has also brought in new partners, including energy drinks company Monster Energy and soft drinks giant Coca-Cola. Other partners include McDonalds, Castle Lager, Gilbert, Dove, Dell Technologies, Hyperice, and Toyota.
The governing body also secured US sportswear giant Nike as its technical apparel partner for six years in 2023 covering the 2023 (men’s), 2025 (women’s), 2027 (men’s), and 2029 (women’s) editions of the Rugby World Cup top-tier international teams tournament.
