The South African Rugby Union governing body (SA Rugby) has significantly expanded its commercial tie-up with First National Bank (FNB), while also bringing in heavyweight retailer Pick n Pay as a new sponsor.
Through deals that have both been unveiled in the last 24 hours, FNB becomes the principal partner of all representative national teams (thus taking a front-of-shirt sponsorship slot), while Pick n Pay moves in as the back-of-shirt sponsor for those same teams.
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In doing so, it moves into the slot FNB will now be vacating – the previous tie-up between that bank and SA Rugby was a back-of-shirt deal for the men’s team and a principal sponsorship agreement with the women’s side, dating back to mid-2022.
In addition to the back-of-shirt element for all playing kits, Pick n Pay will also be present across the front of training apparel for all national teams. This represents a departure from SA Rugby’s previous sponsorship model, in which one partner would have rights across the front of both playing and training kits.
The FNB logo will be rolled out across all national teams over the coming weeks and months, in time for the men’s side’s next game set for July 5 in Pretoria, against Italy.
Pick n Pay’s branding, meanwhile, will be present for the first time on a South African side’s kit tomorrow (March 28), at the Hong Kong Sevens, when the men’s Sevens side – the Blitzboks – take on Uruguay.
These changes have all come about as a result of South African mobile phone operator MTN ending its front-of-shirt deal covering the iconic Springboks men's national side after eight years. That news came out earlier this week, with MTN having held those rights since 2017 in a deal originally worth a reported R40 million ($3.1 million) to R50 million per year.
MTN said 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.”
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.
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.
On FNB becoming the national teams’ front-of-shirt sponsor, SA Rugby chief executive Rian Oberholzer commented: “FNB has been an outstanding partner to the Springboks and rugby for many years, and we are delighted that we have aligned to take the relationship to the next level. To have them partner all our national teams is a step change for our game, and we look forward to continuing a long and successful partnership.”
In terms of other recent SA Rugby commercial activity, mid-February saw deals secured with cement and concrete company AfriSam (a renewal), and energy drink Monster Energy (a new tie-up).
Sean Summers, Pick n Pay’s CEO, commented on that brand’s tie-up: “We are incredibly proud to back the Springbok teams as they push forward on their journey of excellence, and we are excited to help grow rugby from grassroots to the professional stage, ensuring that our customers and supporters can be part of this journey every step of the way.”
