Blue Label Telecoms on Monday announced it was partnering with SA Rugby for the Castle Lager Incoming series between the Boks and Ireland.
The Johannesburg Stock Exchange-listed telecommunications and technology company will partner the Boks for the three-Test series of matches in Cape Town (11 June), Johannesburg (18 June) and Port Elizabeth (25 June 2016).
Blue Label Telecoms’ name and branding will appear on the Springboks’ jersey for the series as well as in a number of on-and off-field areas.
“We are delighted to welcome Blue Label Telecoms to the rugby family,” said Jurie Roux, CEO of SA Rugby. “They are one of South Africa’s most innovative and visionary companies and the way they have embraced this opportunity is testimony to that.”
“These are tough financial times for South Africa and we at SA Rugby are having to be creative in how we approach our commercial partnerships,” said Roux. “Blue Label Telecoms’ partnership for a test series – rather than for a number of years – is a model that we are increasingly considering. It offers our partners good value while also allowing us to introduce new names into our family with a view to longer term relationships.
“This is an exciting period for Springbok rugby; Blue Label Telecoms identified that and we were able to quickly see eye-to-eye on a partnership for the Castle Lager Incoming Series. SA Rugby has a good story to tell and we’re delighted that Blue Label Telecoms is now a part of it.”
Brett Levy, Blue Label Telecoms’ Joint CEO, said: “We're a proudly South African company with a strong heritage of sponsoring cricket and soccer, so the opportunity to back the Bokke is very close to our hearts.
“Our rugby team is a national treasure, and we're delighted to be associated with the Bokke ‘gees’ during the team’s debut. It's fantastic to experience this period of reinvention and renewal.”
Mark Levy, Joint CEO at Blue Label Telecoms, added: “SA Rugby has a vision for the team, from coach through to captain and management - the stage is set to show the world the Bokke’s determination and prowess.
“We share their confidence in South Africa and their commitment to excellence – the Bokke are a perfect fit with the Blue Label Telecoms brand.”