In 2017, MTN was announced as the headline sponsor of the South African Rugby Team – Springboks. This three-year headline sponsorship deal was effective until the end of the 2019 Rugby World Cup hosted in Japan and renewed for five years in 2021. This sponsorship will see the Springboks through to the next World Cup. MTN was also the principal partner of the Springboks for the Castle Lager Lions Series which is widely regarded as one of the biggest rugby tournaments in the world!
What was planned
TGPR’s role, working with EXP, is to create positive publicity for MTN’s sponsorship of the Springboks, including all its associated initiatives since the beginning of the partnership.
What was executed
TGPR compiled and issued content profiling the partnership between the two powerhouses, and the rewards available to fans and the public. During the BIL, a media house trophy tour was executed in Cape Town, resulting in a buzz and excitement about the Tour. The search for the Bozza, from the early days of the partnerships, was another way that allowed TGPR to generate content and for the media, as the Bozza provided fans with all the exclusive content from the Springbok camps up to the 2019 World Cup.
Former rugby players are also used from time to time as spokespersons, endorsing the work being done by both organisations.
The media coverage generated over the years has been gradually increasing year on year.
The previous year TGPR generated:
More than R7 million in Media Coverage
41 Media interviews conducted
32 Radio interviews (National, Regional & Community)
4 Television interviews (National, Regional & Community)
5 Print interviews (National, Regional & Community).