MTN South Africa has announced the end of its long-term sponsorship of South Africa’s national rugby team after eight years of “record-breaking success.” The telecom provider, owned by the MTN Group and listed on the JSE, made the announcement on Tuesday.
During the period of MTN sponsorship, the Boks won the Rugby World Cup twice: in 2019 and 2023.
“This has been the most awe-inspiring and rewarding partnership for MTN after coming in as lead sponsors during a more difficult period for rugby in 2017 after the Boks had not fared as well after last winning the World Cup in 2007,” said MTN South Africa CEO Charles Molapisi in a statement.
He continued, “For us, it was about more than branding; it was about redefining transformation by returning rugby to the people and fostering the spirit of ubuntu. We demonstrated leadership and commitment to South African sport and could not be happier with the results.”
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MTN South Africa to explore new opportunities
It’s unclear at this time if SA Rugby has found a new sponsor. In order to “explore new opportunities that will drive progress for even more sportsmen and women around the country,” MTN South Africa, according to Molapisi, intends to change its sponsorship strategy.
“I believe rugby and its development are set to reach even greater heights built on the firm foundation of transformative success, loyalty, support and excellence that has been seen over the past eight years,” Molapisi said.
SA Rugby’s president applauds MTN South Africa for its Support
Mark Alexander, president of SA Rugby, praised MTN for its support during a challenging time for rugby in South Africa.
“If you remember, we put out a call to corporate South Africa to partner with us at a challenging time for rugby in this country, and MTN answered that call, loud and clearly. Together, we have enjoyed what will, in time, I’m sure, be regarded as a golden age for the sport in this country,” Alexander said.
Despite ending its rugby sponsorship, MTN will continue its support of football through the MTN8 sponsorship.