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Coca-Cola Rejoins South African Rugby with Major Sponsorship Deal for Men’s, Women’s, and Junior Teams

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Picture: Springboks/X

The South African Rugby Union (Saru) announced on Thursday that Coca-Cola has returned as a major sponsor for South African rugby teams in a significant four-year deal.

This sponsorship agreement extends to the Springboks men’s and women’s teams, the Junior Springboks, and the Sevens teams, with Coca-Cola branding now appearing on the shorts of the national rugby teams. The brand’s sponsorship also expands its presence in the local rugby scene, as it had already been a sponsor of the Craven Week schools tournament.

Coca-Cola’s Return to South African Rugby

Sergio Vieira, vice president of franchise operations at Coca-Cola South Africa, shared his excitement at the announcement, stating, “We are very happy to announce that Coca-Cola is back as a major sponsor of South African rugby. After a few years of absence, we are now back. We are celebrating 30 years since we sponsored the Rugby World Cup-winning team, and now we are proudly sponsoring South African rugby once again.”

Minister of Sport’s Response

South African Minister of Sport and Recreation, Gayton McKenzie, welcomed the deal, praising Coca-Cola’s renewed commitment to the country and the sports governing body Saru. “Coca-Cola’s commitment speaks to the faith they have in this country and in Saru,” McKenzie said. He also encouraged other corporates to follow Coca-Cola’s example, adding, “This is a sign of things to come. They are back with a bang, because there’s more money involved.”

Saru President Mark Alexander expressed his excitement over the sponsorship, noting, “We are excited to have Coca-Cola back in the fold. We have a relationship stretching more than two decades. Like the Springboks, they’re a strong international brand, and together we have the ability to bring people together like nothing else can.”

In addition to this major sponsorship deal, earlier this month, Ackerley Sports Group (ASG) submitted a renewed bid to acquire a 20% stake in the commercial interests of the Springboks. However, in December, Saru rejected a proposal for a private equity deal valued at R1.3 billion for South African rugby’s commercial rights.

The partnership between Coca-Cola and Saru signals a positive future for South African rugby, with the brand’s support continuing to foster the growth of the sport on both the national and international stages. As Coca-Cola rejoins the rugby world, fans can look forward to an exciting and prosperous era in the sport.

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