SARU dials up Blue Label for Ireland series

Telecommunications company Blue Label has agreed a shirt sponsorship deal with the South African Rugby Union for the national team’s upcoming three-Test series against Ireland.

Blue Label’s logo will appear on 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. Financial terms of the agreement, which also secures Blue Label on- and off-field branding, were not disclosed.

The deal marks a change in policy 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.

SARU chief executive Jurie Roux suggested that the body would continue to seek out short-term sponsors as it rethinks its commercial strategy.

“These are tough financial times for South Africa and we at SA Rugby are having to be creative in how we approach our commercial partnerships,” he said. “Blue Label Telecoms’ partnership for a Test series – rather than for a number of years – is a model that we are increasingly considering. It offers our partners good value while also allowing us to introduce new names into our family with a view to longer-term relationships.”