Amidst an internal audit into the proposed equity deal and while rugby unions around the world struggle to make ends meet, South African Rugby has entered into a new deal with a world-renowned brand.

SA Rugby and global soft drinks manufacturer, Coca-Cola, will collaborate in a new four-year partnership, which will see the world-famous red and white logo appear on the playing shorts of all the national teams donning the green and gold.

The new four-year partnership, with an option to extend for two more years come 2028, will encompass all national rugby teams including the reigning world champions, the Springboks, as well as the Springbok Women, the Springbok Sevens men and women and the Junior Springbok teams.

As part of the new sponsorship, the sponsor’s branding will feature on all the Springbok teams’ playing shorts.

Springbok women’s lock Vainah Ubisi is delighted with the new deal and is looking forward to help take women’s rugby to the next level.

Springbok Women’s Lock, Vainah Ubisi says, “This is very exciting. I am very happy for the sponsor and the support for the women’s rugby. This signifies recognition and support for the women’s game and equal opportunity in sports and this is great exposure for women in rugby growing the women’s game.”

Despite the furore over SA Rugby’s proposed equity deal, which has now resulted in an internal audit, the sponsor’s vice president of franchise operations, Sergio Vieira, says they have entered into the partnership for the sake of rugby and its fans.

Vice President of Franchise Operations at Coca Cola SA, Sergio Vieira, says “We are following the news, of course, but I think Coca-Cola is really a company and a brand that is all about the values and we do things right, but more important than that today, we are here to celebrate this sport. So, the people who are really in the field playing this sport and the fans who are in the crowds, not the bureaucracy and anything else. What we want to bring really is our values and to make sure we are sponsoring the people who are making the sport as brilliant as it is,” says Vieira.

SA Rugby President Mark Alexander says this deal is a welcome boost to the federation’s coffers as unions around the world struggling to pay their bills.

One of its main goals will be to strengthen the pipeline of players across all Springboks teams, and more importantly, more silverware.

SA Rugby President, Mark Alexander says, “You know 2019, we were lucky to win a World Cup in 2023, but I think now, we got a strong pipeline of players .We stand a better chance of winning the World Cup now. I am just happy about the pipeline the women’s Springbok team is taking off. We got a strong coaching team to take the U20s and we have all the confidence in Rassie doing it again for us.”

In hindsight, Alexander believes the rejected equity deal has strengthen their brand.

SA Rugby President, Mark Alexander says, “The equity thing, members voted against it. What it did do for South African rugby, it exactly showed the true value of our brand, it highlighted a lot of things for us and yes, we will go back to our members on the 6th of June. We will get a different mandate to do some things different.”

The new-look kit will be seen for the first time this weekend when the Blitzboks fly the flag at the Perth Sevens in Australia.

VIDEO | Coca-Cola South Africa, Boks | Players welcome sponsorship: