Telecommunications company Blue Label has extended its shirt sponsorship deal with the South African Rugby Union.
Blue Label initially partnered with SARU in June for the national team’s three-Test series against Ireland. Blue Label’s logo appeared on the front of the jerseys of the South African team during its games against the Irish in Cape Town on June 11, Johannesburg on June 18 and Port Elizabeth on June 25.
This agreement has now been extended to cover the rest of the 2016 season, taking in the Rugby Championship against Argentina, Australia and New Zealand, as well as the ‘Outgoing Tour’ to Europe in November. The arrangement also includes a number of on- and off-field areas at home matches in South Africa.
Mark and Brett Levy, co-chief executives of Blue Label Telecoms, said: “The reinvention of the Springboks is a great opportunity for us to get more involved with SA Rugby. The Springbok team’s grit, determination and teamwork makes it a perfect fit. The partnership with SA Rugby for the Ireland series exceeded our expectations in terms of visibility and awareness of the Blue Label Telecoms brand.”
The initial deal marked a change in policy to a short-term approach for SARU, which recently ended its relationship with main partner and shirt sponsor Absa. The financial services company last year announced that it would not be renewing its four-year association with the body.