Coca-Cola South Africa and the South African Rugby Union (Saru) have joined forces once again with an exciting four-year sponsorship deal. This partnership includes the reigning world champions, the Springboks, along with the Springbok Women, Springbok Sevens (men and women), and the Junior Springboks.
A Heroic Launch
The sponsorship kicks off with a captivating hero film that celebrates the essence of rugby. The film highlights the shared values and legacy of Coca-Cola and SA Rugby, showing their impactful journey in an emotional and inspiring way. The iconic Coca-Cola logo will now appear on all the national teams’ playing shorts, adding to the famous green and gold. Fans will get their first glimpse of the updated kit tomorrow, 25 January, when the Springbok 7s face Australia in Perth.
Over 30 Years of Rugby Legacy
This partnership marks a continuation of a rich history spanning more than three decades. Coca-Cola’s dedication to South African rugby began with the historic 1995 World Cup win. The brand has also contributed to grassroots development through initiatives like the Coca-Cola Rugby School of Excellence and the Coca-Cola Youth Weeks.
“Our partnership with SA Rugby Union reflects our shared vision and legacy of uplifting communities through sports,” says Sergio Vieira, Coca-Cola South Africa’s vice president of franchise operations.
A Commitment to Inclusive Growth
Vieira emphasizes Coca-Cola’s role in promoting the sustainable and inclusive growth of rugby. “We are proud to partner with Saru to support the sport’s development at all levels. This partnership is designed to make a lasting impact and help achieve more historic moments for our teams.”
SA Rugby CEO Rian Oberholzer shares similar enthusiasm, saying, “Coca-Cola’s return as a partner strengthens our ability to nurture talent and engage fans across the country. Their long-standing support has been crucial to rugby’s success in South Africa. Together, we aim to create a brighter future for the sport.”
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