Johannesburg – BMW South Africa (Pty) Ltd was announced as official vehicle sponsor of the Springboks by the South African Rugby Union (SARU) at Turbine Hall in Johannesburg earlier today.
The announcement, coming just two months before the kick off of the Springboks’ international season, will see the BMW brand mark adorning the left leg of the players’ shorts in official Test matches until the end of 2015. It is BMW’s first foray into international rugby sponsorship globally.
BMW was also announced as a sponsor of the South African Rugby Legends Association for the next five years.
“BMW sports sponsorships have historically epitomized the natural strengths of our brand,” explains BMW South Africa Managing Director, Mr. Bodo Donauer. “In this regard, BMW has always been involved with sports such as motorsport, golf, yachting and polo, all of which require a unique combination of power, performance, innovation, efficiency and passion in order to succeed. Rugby is no different in this regard and the characteristics of Springbok rugby, in particular, are values with which the BMW brand identifies perfectly.
“I am also delighted that as part of our Springbok sponsorship, BMW will contribute to the work done by the South African Rugby Legends Association for the next 5 years. Apart from feeding more than 20 000 children per day, SARLA teaches life skills, sports skills and HIV and AIDS prevention skills to children from underprivileged communities across the country.
Mr Oregan Hoskins, President of the South African Rugby Union, said: “We are delighted to announce BMW as a new member of the rugby sponsorship family. As vehicle sponsor of the Springboks they have taken a major place in our landscape and we’re proud of the association.
“The characteristics epitomised by the BMW brand of precision and performance are also hallmarks of the Springbok team, which makes this new sponsorship such a winning combination.”
Since South Africa’s readmission into top-flight international sport, the Springboks have come to represent agility, power, passion, precision, speed, skill, teamwork, courage and, above all, the thrill of competition. Following Rugby World Cup wins in 1995 and 2007, the Springboks are also an integral element of the cultural and sporting makeup of South Africa and the brand is instantly recognizable globally.
Similarly, BMW is characterized by dynamism, innovation, aesthetics and the sheer joy of driving. It has also become part of South Africa’s social fabric thanks to its long-term commitment to the country’s economy. The company’s local subsidiary was its first outside of Europe when it was established in 1973 and has become the tenth biggest market BMW worldwide.
“It’s a fitting synergy for BMW, the country’s most successful premium car brand to partner with the most successful national sports team in South African history,” Donauer concludes. “I’m certain that BMW’s relationship with Springbok rugby and SARLA will allow us to not only expand our customer base but also attract new supporters to rugby and further assist in getting the country behind the team as they get ready defend their Rugby World Cup title later this year.”
