Sports brands belong to their fans, not administrators
14 October 2024 - 16:13
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The Springboks celebrate their Rugby World Cup final triumph over the All Blacks in Paris last year. SA Rugby is hoping to fully globalise their brand by partnering with proposed equity partners ASG. Image: Cathrine Steenkeste (Getty Images)
When this news first surfaced it seemed improbable, but as reported by Business Day it seems a bad deal, at many levels. Perhaps there’s more to it, but the dealmakers need to heed a gentle warning: sports brands belong to their fans, not administrators.
The Springboks live in the hearts and minds of a weary and grateful nation, and have done more for nation-building than any politician. Anyone who thinks they can buy this shiny trinket for a few grubby dollars had better ensure the necessary protections of the brand are rock solid.
Assurances and promises are irrelevant. This includes what it looks like, what colours are used, what types of sponsors are signed up, where it plays, on what sports it can be licensed to, and so on.
They need to be impenetrably robust in favour of SA and a rugby union team called the Springboks that play in green and gold, usually in the afternoon SA time, and that proudly display a leaping antelope on the chest.
Martin Neethling Via BusinessLIVE
JOIN THE DISCUSSION: Send us an email with your comments to letters@businesslive.co.za. Letters of more than 300 words will be edited for length. Anonymous correspondence will not be published. Writers should include a daytime telephone number.
Support our award-winning journalism. The Premium package (digital only) is R30 for the first month and thereafter you pay R129 p/m now ad-free for all subscribers.
LETTER: Selling out SA rugby
Sports brands belong to their fans, not administrators
Image: Cathrine Steenkeste (Getty Images)
Kabelo Khumalo’s article refers (“How Saru plans to sell out the Springboks”, October 14).
When this news first surfaced it seemed improbable, but as reported by Business Day it seems a bad deal, at many levels. Perhaps there’s more to it, but the dealmakers need to heed a gentle warning: sports brands belong to their fans, not administrators.
The Springboks live in the hearts and minds of a weary and grateful nation, and have done more for nation-building than any politician. Anyone who thinks they can buy this shiny trinket for a few grubby dollars had better ensure the necessary protections of the brand are rock solid.
Assurances and promises are irrelevant. This includes what it looks like, what colours are used, what types of sponsors are signed up, where it plays, on what sports it can be licensed to, and so on.
They need to be impenetrably robust in favour of SA and a rugby union team called the Springboks that play in green and gold, usually in the afternoon SA time, and that proudly display a leaping antelope on the chest.
Martin Neethling
Via BusinessLIVE
JOIN THE DISCUSSION: Send us an email with your comments to letters@businesslive.co.za. Letters of more than 300 words will be edited for length. Anonymous correspondence will not be published. Writers should include a daytime telephone number.
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