Bok sponsors play it tight
EXCLUSIVE: Vodacom’s secret Bok deal
MTN has muscled in on its rival’s game, but suggestions of a sweetener may soften the blow for Vodacom
MTN’s recent sponsorship of the Springboks, believed to be worth R45m/year, has set tongues wagging. This is because the four-year deal flies in the face of telecoms rival Vodacom’s long-standing relationship with SA Rugby. Insiders say Vodacom was less than pleased that MTN had snapped up the sponsorship deal with the Springboks. As a result, MTN is understood to have paid a R10m "sweetener" to Vodacom to ease the situation. Asked to confirm this payment, both mobile operators cited "confidentiality" in the sponsorship agreement that precluded them from commenting. The Financial Mail understands that while Vodacom declined to become the official Bok sponsor, it remains an associate sponsor, the sponsor of Super Rugby and the sponsor of the Blue Bulls — making it a significant player in the local market. "Vodacom would have understood that [its] relationship with SA Rugby was an exclusive one," says James Monteith, an independent sponsorship consultant. "You must remember that premi...
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