SOUTH AFRICA'S top retail banking brand Absa has extended its sponsorship agreement with the South African Football Association (SAFA) in support of the national team until December 2013.
The “Bafana Bafana” deal covers the period in which South Africa will host the African Cup of Nations in 2013 and includes the qualifying stages for the 2014 World Cup.
Absa first secured “Bafana Bafana” sponsorship rights in 2007 in tandem with SAB Miller. The new deal maintains the bank’s position as a senior national team sponsor along with Puma and the SAB Miller-owned Castle Lager.
On the sponsor side, the deal was put together by Absa head of marketing for Africa, Sizakele Marutlulle, the former CEO of Grey South Africa. Marutlulle took on her new role in July with overall responsibility for all Absa and Barclays Africa brand and marketing functions.
Following the example of Barclays, Absa’s majority owner, which renewed its Barclays Premiership title sponsorship deal at a cost of £40m per year until the end of 2015/16, Absa has also renewed its title sponsorship of South Africa’s Premier Soccer League until 2017.
Absa has been the official title sponsor of the Absa Premiership since 2007, when it signed a deal valued at around R500 over five years.
“It is sponsorships such as these which contribute to the recognition our brand receives, as we recently proved by winning the Top Banking Brand award in the Sunday Times Top Brands survey for the sixth year,” said Marutlulle last month.
Absa also sponsors the Springboks national rugby union team and the regional rugby competition, the Absa Currie Cup.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen