SA Rugby is seriously considering a private equity deal aimed at “globalizing” the Springbok brand, similar to what New Zealand Rugby has done with the All Blacks.
On 17 October, the South African Rugby Union (SARU) Council will meet to decide on a private equity investment that could significantly impact the Springboks. A Special General Council (SGC) meeting with the 14 full member unions has been scheduled, where a formal offer will be presented for approval.
“If the proposal is approved by 75% of the voting membership, it will finalize an agreement for a private equity company to invest in a newly formed entity that will hold the commercial rights of SA Rugby,” the official statement explained.
Key rugby matters—such as team management, coaching, player contracts, and competition organization—will remain under the control of SARU, while the private investors will acquire a 20% stake in the commercial rights company. This new entity will oversee sponsorship, broadcasting, events, branding, and licensing for SA Rugby.
The proposed deal, if finalized, is expected to bring in around R1.32 billion ($75 million). However, local franchises have raised concerns about the potential impact on the domestic game, questioning whether all aspects of the deal will be beneficial.
The Springbok brand is central to these considerations.
The upcoming SGC meeting will cap off months of negotiations and planning, following the selection of Ackerley Sports Group (ASG) as the preferred bidder by SARU in December 2023. SA Rugby CEO Rian Oberholzer emphasized that this move is intended to elevate the Springbok brand globally.
“We are pleased to have reached this stage and believe the offer we’ll present makes strong commercial sense,” said Oberholzer. “This is a pivotal moment for rugby in South Africa, as we aim to globalize the Springbok brand in the way New Zealand has with the All Blacks.”
Oberholzer highlighted that private investment would provide financial stability, capital investment, and access to global expertise and networks. These elements are key to enhancing SA Rugby’s communication strategies and interactions with stakeholders.
A series of information sessions with SARU members has already been conducted, and further visits to member unions will take place before 17 October to clarify any remaining uncertainties.
“Private investment has already occurred in several of our member unions and is a standard practice in global sports,” added Oberholzer. “While our on-field performances have kept us at the top, off the field we’ve been lagging behind. This is our chance to catch up with our peers in the commercial arena as well.”
