MTN and Springbok sponsorship agreement ends after eight years of record-breaking success

After an unforgettable journey filled with iconic moments, breathtaking tries, and immense pride for South Africa, the sponsorship agreement between MTN and the Springboks officially comes to an end.

Over the past eight years, this partnership has been a major force in South African rugby, helping the team achieve back-to-back Rugby World Cup victories and securing a golden era of success.

MTN's partnership with the Springboks began in 2017, at a time when South African rugby was in need of a revival. The Boks had not performed well since their last World Cup win in 2007, and the country was longing for a fresh surge of optimism. MTN stepped in as the lead sponsor, bringing not just financial backing but a deep commitment to fostering transformation and unity through the sport.

Charles Molapisi, CEO of MTN South Africa, reflected on the success of the partnership, emphasising that their involvement went far beyond branding. "This has been the most awe-inspiring and rewarding partnership for MTN," Molapisi said. "For us, it was about redefining transformation by returning rugby to the people and fostering the spirit of Ubuntu."

Molapisi also thanked SA Rugby for their trust and collaboration. "We are proud to have been partners as they upped the game's development and ushered in a golden era of success for current and future generations," he added.

The Springboks’ recent triumph in the 2023 Rugby World Cup, their fourth title, was a fitting end to a partnership that saw the team lift the trophy twice under MTN's sponsorship, in 2019 and 2023. These victories, along with their continued dominance on the world stage, were a testament to the strength of the partnership and the positive impact it had on the sport in South Africa.

Mark Alexander, President of SA Rugby, expressed deep gratitude towards MTN for their unwavering support throughout the partnership. "MTN answered the call during a challenging time for rugby in this country, and together, we enjoyed what will be regarded as a golden age for the sport," Alexander said. "The Springboks’ triumphs were not just about rugby; they showcased the power of South Africa’s diversity when we stand united."

The sponsorship not only raised the profile of the Springboks but also had a significant impact on grassroots rugby development across the country. MTN invested R30 million into growing the sport at the community level, helping to lay the foundation for future generations of rugby stars. The company’s efforts to engage fans through initiatives like BokSquad, the official Springbok supporters club, further solidified the connection between the team and its passionate supporters.

"We could not have had this success without the fans," Molapisi acknowledged. "From the young children in Dutywa running through the streets to support their team to the parents and families in big cities and small villages – the Boks’ global success is their success."

Despite the conclusion of the sponsorship, MTN remains committed to supporting South African sport. The company plans to evolve its sponsorship strategy to explore new opportunities in various sports, including continuing its support for football through the MTN8 tournament.

Molapisi concluded by emphasising the lasting legacy of the partnership: "Rugby’s success shows the impact sport can have in uniting our nation, inspiring its people, and giving hope to millions. With the ongoing support of MTN, other corporates, and sports bodies like SA Rugby, South Africa will continue to raise the champions of tomorrow."

As MTN and the Springboks close this successful chapter, the future remains bright for both, with new opportunities on the horizon for the development of sport in South Africa. The partnership may be ending, but the impact it has had on rugby, on the nation, and on the fans will be felt for years to come.