The South African Rugby Union has entered into a partnership with insurance company Outsurance.
The South African firm will sponsor the governing body’s referees for the next three years until the end of 2018. Starting from the 2016 season, the company’s branding will appear on referees’ apparel.
“Traditional channels are becoming quite cluttered and big sponsorship properties that offer no conflicts are scarce in the big three sporting codes,” Peter Cronje, head of marketing at Outsurance, said. “That is why the SA Rugby Referees package was a perfect fit for our strategy.
“It will all hinge around Business Outsurance but our corporate colours and logo will be very prevalent so will increase brand awareness for the company as a whole.”
Outsurance replaces South African financial services firm Marriott in the role.