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Vodacom extends Super Rugby ties under fresh SARU deal

Telecommunications company Vodacom has extended its long-running partnership with the South African Rugby Union, the sport’s governing body in the country.

Vodacom has agreed to a five-year renewal of its title sponsorship of the Super Rugby club competition in South Africa.

The agreement also includes an extension of Vodacom’s partnership with the South Africa national team. SARU chief executive Jurie Roux stated the renewal would see the company have an “increased brand presence on Test match days”.

The extension will take the company’s association with South African rugby to 26 years. “We have worked well together for more than two decades and we have no doubt that our partnership will grow even stronger in the next five years,” added Roux.

“We have travelled a long and exciting journey with Vodacom as the Super Rugby competition transformed from the Super 12 to Super 14 and then the 15-team Super Rugby competition, and the tournament will take another exciting turn next season with the introduction of the Southern Kings, Japan’s Sunwolves and the Jaguares from Argentina.”

SARU’s extension with Vodacom marks the latest in a string of partnerships announced by the body in recent weeks. It agreed a deal with retail group Steinhoff International this week, while insurance company Outsurance and Bidvest Car Rental have also this month signed on as sponsors. In addition, SARU has renewed existing partnerships with gaming, hotel and entertainment group Tsogo Sun and sports drink Energade.