Business solutions provider Nashua has agreed a deal with the South African Rugby Union to become the new main sponsor of the Currie Cup domestic competition.
Nashua has agreed a three-year deal with the SARU, with the partnership covering the 2016 to 2018 editions of the tournament.
Nashua replaces financial services company Absa as the title sponsor of the competition. Absa had served as the SARU’s main partner for four years, before opting not to renew its deal with the body and the Currie Cup.
SARU chief executive Jurie Roux said: “In a way, Nashua’s involvement in the Currie Cup completes a cycle that started in 1990, when they became the first sponsor to prominently display their branding on a local rugby jersey – that of the Blue Bulls, who were then still called Northern Transvaal.
“It was a move that changed the landscape of sports sponsorships in South Africa and to have an innovative brand such as Nashua partner with us in the very important Currie Cup competition, is an exciting venture. We’re at a stage in our history where sporting sponsorships are changing and it’s therefore a huge honour to welcome Nashua on board as one of our new partners.”
The 2016 Currie Cup begins on August 5.