COCA-COLA ANNOUNCES NEW PARTNERSHIP WITH SA RUGBY
The two iconic brands reunite with a four-year partnership that encompasses the reigning world champions, the Springboks, as well as the Springbok women, Springbok Sevens men and women, as well as the Junior Springbok teams.
Johannesburg, 23 January 2025 – Coca‑Cola South Africa today announced a groundbreaking four-year sponsorship with the South African Rugby Union (SARU), reigniting a collaboration history that spans over three decades.
The new sponsorship includes the reigning world champions, the Springboks, as well as the Springbok Women, Springbok Sevens men and women, as well as the Junior Springbok teams.
"Our partnership with SA Rugby Union is driven by our shared values and our strong legacy of sports sponsorship and community upliftment in the country" said Sergio Vieira, Vice President of Franchise Operations, Coca‑Cola South Africa.
As part of the new sponsorship, Coca‑Cola branding will feature on all the national teams’ playing shorts enhancing the iconic green and gold, debuting on Saturday, 25 January, when the Springboks 7s take on Australia in Perth.
Coca‑Cola’s longstanding history of supporting South African rugby includes the first time the Springboks were crowned world champions in 1995, and the development of the sport through the Coca‑Cola Rugby School of Excellence and the Coca‑Cola Youth Weeks, amongst other notable initiatives.
"We’re proud to support SARU in their mission to ensure sustainable and inclusive growth of the sport by returning with a robust partnership designed to drive impact and support the growth of the sport across all levels. We look forward to a new journey that will pave the way for more historic achievements with our national teams." Added Vieira.
SA Rugby CEO Rian Oberholzer welcomed the partnership: “We are thrilled to have Coca‑Cola return as a partner. Their long-standing commitment to South African rugby has been instrumental in the development of the sport.
This new chapter will help us achieve sustainable and inclusive growth, providing us with the support needed to nurture talent and engage with fans across the nation. We look forward to the positive outcomes this partnership will bring.”
The sponsorship launches with a hero film that captures the real magic of rugby, showcasing Coca‑Cola and SA Rugby’s shared values, history and impactful moments in an emotionally resonant story. To experience the real magic, watch the video here.
For updates on the key initiatives that will mark this historic partnership and drive fan engagement, follow the news on www.coca-cola.com
and www.springboks.rugby.
-ENDS-
For Media Enquiries:
Coca‑Cola South Africa: Amava Kamana -a.kamana@coca-cola.com
SA Rugby: De Jongh Borchardt on djb@sarugby.co.za
About The Coca‑Cola Company
The Coca‑Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca‑Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Instagram, Facebook and LinkedIn.