FNB, Pick n Pay become tier 1 Springboks sponsors: 'Most valuable sports brand in South Africa'

CapeTalk's Lester Kiewit Kiewit speaks to Nqobile Ndlovu, a sports business researcher at Cash N Sport.

Listen below: 

The Springbok jersey has a new look.

First National Bank (FNB) and Pick n Pay were recently announced as Tier One sponsors, taking over from MTN after the telecommunications giant’s eight-year sponsorship deal with the back-to-back World Champions concluded.

The agreement sees the FNB logo move from the shoulders of the Springboks to the front of the playing jersey, and onto the front of the men’s and women’s sevens teams, and all age group teams.

It also marks the extension of their partnership with the Springbok Women’s team, having become their principal sponsor three years ago.

The FNB logo will be rolled out onto all national teams over the coming weeks and will make its first appearance on the front of a Springbok Test match jersey when South Africa runs out against Italy in Pretoria on 5 July.

Ndlovu says, "This is big business."

"It's the most valuable sports brand in the country. It's carried national pride and hope for a long time... with FNB coming along in a very big deal at about R150 million, it's costing them a lot of money.."

- Nqobile Ndlovu, Sports Business Researcher - Cash N Sport

"They were already on the shirt of the Springboks, just on the back, so it's an extension of the deal that covers the entire ambit." 

- Nqobile Ndlovu, Sports Business Researcher - Cash N Sport

"FNB gets to bet on the Springboks horse going again for a third World Cup in a row and being attached with corporate access to players and officials like Rassie and so on and so on..."

- Nqobile Ndlovu, Sports Business Researcher - Cash N Sport

Ndlovu also believes that Pick n Pay sponsoring the Springboks could be a saving grace for the company as it opens new avenues for advertising and merchandise. 

"If you look at the Rick Ross campaign they did last year, they're trying to approach sponsorship and advertising in a different way... Pick n Pay has been going through a world of pain in terms of their performance over the past few years... They will be able to do merchandise beyond just t-shirt sales, or branded gear... They could do everything under the sun because they've got a whole suite."

- Nqobile Ndlovu, Sports Business Researcher - Cash N Sport

Scroll up to the audio player to listen to the conversation.