The Springboks’ jersey has rapidly emerged as one of the most valuable assets in South African sport, becoming a highly lucrative advertising space. With a surge in popularity following the national rugby team’s back-to-back Rugby World Cup victories under Rassie Erasmus, the value of the jersey has skyrocketed. From an estimated marketing value of R78 million, the Springboks’ jersey is now worth around R160 million, an increase of nearly 105% over the past six years.
Sponsorship Growth and Team Success
In recent years, the Springboks‘ remarkable success on the international stage has only added to their appeal. In addition to their World Cup triumph, the team clinched a Rugby Championship title and achieved an impressive 11 wins out of 13 Test matches in 2024. The demand for the team is palpable, as evidenced by sold-out home games last year and ongoing efforts to secure a strategic equity partner to further solidify their financial standing.
Springboks’ Jersey – New Sponsorship Deals
The partnership between FNB and the Springboks, announced in a sponsorship shake-up, has been a significant factor in this value growth. FNB, which now occupies the central spot on the Springboks’ jersey, has reportedly agreed to a deal worth approximately R150 million annually. Meanwhile, Pick n Pay has signed a four-year contract as a Tier 1 sponsor, contributing an estimated R70 million a year. These two major sponsors combined bring the total sponsorship value of the Springbok jersey to around R220 million annually.
A Comparison with South Africa’s Other Sporting Codes
When comparing the Springboks’ jersey sponsorship deals to those in other South African sports, rugby stands out as the most lucrative. In South African football, Vodacom remains the primary sponsor for the country’s most popular football teams, Kaizer Chiefs and Orlando Pirates, paying around R100 million per team annually for prominent placement on their jerseys.
| Sport | Team | Main Sponsor | Annual Sponsorship Value (Approx.) |
|---|---|---|---|
| Rugby | Springboks | FNB, Pick n Pay | R220 million |
| Football | Kaizer Chiefs | Vodacom | R100 million per team |
| Orlando Pirates | Vodacom | R100 million per team | |
| Bafana Bafana | N/A | Varies, but lower than rugby and football clubs | |
| Cricket | Proteas | N/A | Varies, but no primary sponsor since 2020 |
Soccer Sponsorships
However, sponsorship deals in South African football have seen fluctuating values in recent years. In 2010, ahead of the FIFA World Cup held in South Africa, the South African Football Association (SAFA) secured a landmark joint sponsorship deal worth R500 million from ABSA and Castle Lager. Unfortunately, recent years have seen a decline in the level of sponsorship investment for Bafana Bafana, although a resurgence under coach Hugo Broos is sparking hope that bigger deals may return.
Cricket Sponsorships
In contrast, cricket in South Africa has struggled to secure a primary sponsor for the national team since 2020. The Proteas’ four-year deal with Standard Bank ended that year, and despite the team’s consistent performance in international tournaments, including semi-finals and finals, Cricket South Africa has found it difficult to land a major sponsor. While the Proteas have secured various associate sponsors, including a deal with Indian betting company Dafabet, the value of this sponsorship remains undisclosed.
The Bottom Line
The Springboks’ jersey has undoubtedly become the most valuable sponsorship property in South African sport, with major corporate partners like FNB and Pick n Pay contributing to its impressive marketing value. In comparison, South African soccer and cricket have struggled to maintain such high levels of financial backing, with rugby’s success and consistent performance providing a clear advantage in attracting lucrative deals. As the Springboks continue to perform on the global stage, their jersey’s value is likely to grow even further, leaving other sports in their wake.
Related article: Springboks vs Bafana vs Proteas – Who Earns More?
