Bank steps in as headline sponsor for Springboks as MTN rugby partnership comes to an end

702's John Perlman is joined by sports business specialist Nqobile Ndlovu.

First National Bank (FNB) is set to be unveiled as the Springboks new title sponsor after SA Rugby's eight-year partnership with MTN comes to an end, it's being reported.

The national team and reigning world champions won two of their four RWC titles under the MTN sponsorship - back-to-back in 2019 and 2023.

"The Boks and MTN will now open new chapters in their respective sponsorship journeys', said Charles Molapisi, MTN SA CEO on Tuesday.

FNB, which was on the back of the Springbok jersey, will now replace MTN on the front.

According to News24, retailer Pick n Pay will be replacing FNB at the back.

John Perlman asks sports business specialist Nqobile Ndlovu about the advantages of a sponsorship like this for an entity like a bank.

Ndlovu says one has to think about what it costs a company to advertise versus what it costs them to sponsor.

"The deal that's going to be announced is worth in the region of R220 million in total, for FNB and PnP. You must look at what it would cost them to advertise plus their additional activation costs, versus what they could potentially earn in returns for just advertising alone."

Nqobile Ndlovu, Sports Business Specialist

A deal involving a top international brand like the Springboks also holds the benefit of incentivised access, Ndlovu highlights.

"Your top FNB customers, for instance, could have a dinner with captain Siya Kolisi... That has an impact for the bank when they go to speak to their private clients. Sponsorship allows you to open up some doors that you normally wouldn't have with advertising."

Nqobile Ndlovu, Sports Business Specialist

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