The South African Rugby Union, the governing body of rugby union in the country, has continued its recent sponsorship drive through a deal with retail group Steinhoff International.
The company will sponsor South Africa’s rugby sevens team the Springbok Sevens. Steinhoff International has signed a three-year deal with the body, which will run until the end of 2018. The deal will be formally launched in the New Year.
As part of the agreement, the Springbok Sevens will display the company’s branding across its playing jerseys. The team will wear the newly branded kit for the first time at the Wellington Sevens tournament in New Zealand next month.
Steinhoff International will extend its backing to the Springbok women’s team and South Africa’s men’s academy side.
Jurie Roux, chief executive of SARU, said: “In the past the Sevens’ team sponsorship has been bundled in with that of the 15-a-side team but the game has developed in recent years and the Springbok Sevens team and the sevens brand have now matured to the point where it merited a separate focus.
“The profile of sevens rugby has increased significantly in recent years and its inclusion in the Olympic Games is set to enhance that. This is a further very exciting development for sevens rugby.”
Markus Jooste, chief executive of Steinhoff International, added: “The attention that the sport and event creates in cities such as Paris, Hong Kong, London, Sydney and Cape Town will enhance our corporate brand in these important retail markets for Steinhoff.”
The deal marks the latest sponsor signing for SARU. The governing body has this month agreed partnerships with insurance company Outsurance and Bidvest Car Rental, and has also renewed its existing sponsorship deals with sports drink Energade and gaming, hotel and entertainment group Tsogo Sun.
The Springbok Sevens team was on Sunday crowned champion of the South African leg of the World Rugby Sevens Series.