Primedia bolsters sports offering by signing media partnership with Lions Rugby

JOHANNESBURG - Primedia has officially signed a three-year media partnership with Lions Rugby Company, in a bid to expand the reach of rugby in Johannesburg and beyond. 

The announcement was made during a press briefing on Wednesday, ahead of the Lions preparing for their highly anticipated match against the Sharks in the Currie Cup Final at Ellis Park on Saturday. 

CEO of Lions Rugby Company, Pieter Burger, said the partnership with Primedia came at a crucial time for the club. 

"Primedia’s unmatched reach and influence in the media landscape will undoubtedly help us engage more meaningfully with our supporters. We are excited to bring our fans closer to the action, not just in the stadium but across all platforms, as we look to make Ellis Park a fortress once again,” Burger said. 

Primedia Sport Vice-President, Tobie Badenhorst, said the collaboration goes beyond media coverage. 

"It's about building a vibrant community around the sport.  We are dedicated to showcasing the Lions and their journey in a way that resonates with fans and enhances the rugby experience in Johannesburg and beyond.”

The collaboration will provide fans with extensive match coverage, interactive experiences, and community-driven initiatives that celebrate the culture of rugby, connecting supporters with the Lions in new and meaningful ways. 

Brands such as 947 and Primedia Out-of-Home will play an integral role in the partnership. 

Primedia Out-of-Home CEO Bongumusa Makathini said using the strengths of both partners meant a wholesome revival of the Lions Rugby Company's rich history. 

“This partnership presents a unique opportunity to combine our strengths in media and community engagement with the rich heritage of the Lions Rugby Company. By working together, we can create impactful experiences that celebrate the sport and foster a deeper connection between the team and its supporters.”

Catch the Lions versus the Sharks at the Emirates Airline Park on Saturday 21 September. Kick off is at 4pm, and tickets start at R50.