African telecommunications company Vodacom is increasing its brand presence in rugby to improve brand perception among current and potential mobile post-pay customers.
Carmaker Audi’s sponsorship of the South African national cricket team, the Proteas, began in December 2014 at the start of the West Indies tour of South Africa.
Rugby union is an increasingly attractive proposition to South African telecoms companies because of its ABC1 audience that can afford subscriptions fees for pay-television platforms. Rugby union is broadcast exclusively on pay-television in South Africa. This audience has led to a crowded sponsorship marketplace.
An increased digital media component was central to African telecoms group Vodacom’s title sponsorship renewal of Super Rugby.
To mark the start of the Cricket World Cup in Australia and New Zealand this month, Sports Sponsorship Insider has completed a survey of the sponsorship portfolios for the boards of Australia, England, India, New Zealand, Pakistan, South Africa, Sri Lanka and the West Indies.
Skilled batting, accurate bowling and great sportsmanship are the hallmarks of the KFC Mini-Cricket programme, a sponsorship platform which is now in its fifth year and has set itself apart from other sponsorship platforms because of the seamless alignment between brand and rights-holder.
For this year’s rugby union autumn internationals, Sports Sponsorship Insider surveyed the sponsorship portfolios of the leading nations: Argentina, Australia, England, France, Ireland, Italy, New Zealand, Scotland, South Africa and Wales.