Blue Label Telecoms on Monday announced it has reached an agreement with SA Rugby for the Castle Lager Incoming series against Ireland.
The JSE-listed will partner the Springboks for the three-test series of matches in Cape Town (11 June), Johannesburg (18 June) and Port Elizabeth (25 June).
The company, which is in talks to buy a roughly one-third stake in mobile operator Cell C — the company that sponsors the Sharks — said in a statement that the 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.
SA Rugby CEO Jurie Roux said in the statement that the sports body had taken a different approach to sponsorship with the Blue Label deal.
“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,” Roux said.
“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.” — (c) 2016 NewsCentral Media