South African Rugby Union SA Rugby increased gross sponsorship revenue by 51% to R739 million, Daily Maverick reports. According to the publication, the figure stood at R488 million in 2024, while sponsorship income exceeded broadcasting revenue for the first time in the professional era; broadcasting revenue reached R678 million.
In 2025, SA Rugby’s group revenue exceeded R2 billion, up 33% from R1.5 billion a year earlier. The centralisation of the organisation and the rights to host home Test matches generated R402 million in match revenue, with direct costs of staging them amounting to R213 million. Merchandise royalties rose to R78 million, including due to dedicated stores and a payment of about R20 million as a share of direct profit from technical partner Nike.
A new partnership model
Daily Maverick links the growth in sponsorship revenue to a review of SA Rugby’s commercial rights and its agency Wasserman, formerly known as CSM. Instead of a model under which companies could fund only South Africa’s men’s national team, the Springboks, the union introduced a bundled offer for the entire rugby system.
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Partners seeking to be associated with the Springboks brand now also fund South Africa’s women’s national team, the Junior Boks and the sevens rugby programme. According to the publication’s assessment, the change was a response to the failure of a proposed sale of a 20% commercial stake in SA Rugby to US investment company Ackerley Sports Group for $75 million: the deal did not receive the necessary support from union members.
Airlink and Pick n Pay contracts
Airline Airlink became a premium-category sponsor of the 2026 Rugby’s Greatest Rivalry tour. Its CEO, de Villiers Engelbrecht, said the carrier withdrew an application for aircraft to fly in formation over FNB Stadium in Johannesburg because of a weather forecast unfavourable for safe flight. According to him, safety is the priority, and Airlink did not want to distract attention from the Test matches between South Africa and New Zealand.
Supermarket chain Pick n Pay signed a four-year top-tier sponsorship contract with SA Rugby worth R70 million per year. The company’s logo is placed on the back of the Springboks’ playing jerseys, as well as on the training clothing of all national teams. Pick n Pay also cooperates with First National Bank, whose logo is placed on the front of the rugby jerseys; the partnership combines the Smart Shopper and eBucks programmes.
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