S.Africa rugby & soccer scoop sponsorships - CNBC Africa

S.Africa rugby & soccer scoop sponsorships

Southern Africa

by Trust Matsilele 0

Burger King S.Africa to focus in areas where sponsorship is most needed. PHOTO: Getty Images

South African Football Association (SAFA) has received a three million rand sponsorship for it’s under 17, under 19 and Banyana Banyana's under 19 tournaments while rugby giant, Sharks, will receive a whopping 3.2 million rand sponsorship from [DATA MMG:MICROmega].

“Our late great President Nelson Mandela said we should use sports to unite a nation like what he did with rugby that saw South Africa winning the 1995 Rugby World Cup competition. I think it’s time to unite Africa by focusing on football,” Hassen Adams, chairperson of Burger King South Africa told CNBC Africa.

(READ MORE: Burger King bites into S.Africa's middle class)

“I am disappointed that we are not in Brazil this year but partly this is what triggered the sponsorship. Currently, there is development of football only at a professional soccer level and we need to focus on those areas where sponsorship is needed.”

It is estimated that about 10 million viewers in South Africa watch the popular Soweto derby between Kaizer Chiefs and Orlando Pirates.

“Football is the biggest 'religion' in this country and within that context we have considered to focus on development at the grassroots [level].”

Over four billion people are expected to view the upcoming world cup scheduled for Brazil next month.

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MICROmega announced a 3.2 million rand sponsorship this year saying that this would alleviate the dry spell that dogged the sports sector in the past six to eight months.

MICROmega’s chief executive officer, Greg Morris said his company will be the Sharks’ occupational health and safety sponsor.

(READ MORE: MICROmega puts spotlight on acquisitive growth)

“The reprioritisation of corporate spent in sports has affected a lot of times in the past few months. This was partly a result of challenging times we find ourselves in, at the same time protecting shareholders’ interests which requires a fine balance of doing sponsorship out of indulgence and corporate value,” noted Morris.

The combined sponsorship of over six million rand will help improve two of the most popular sporting activities in the country. 

BY TRUST MATSILELE

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