Bok win is sheer gold for sponsors MTN and FNB

Business

Bok win is sheer gold for sponsors MTN and FNB

Millions spent must look like small change for the return on investment their brands will be able to deliver

Warren Thompson

There can be nothing more seductive for the marketing departments of SA companies than being able to associate their brands with a Springbok victory in a rugby world cup.

The name and the emblem are probably the most unlikely of brands to survive the transition to democracy from the old regime. The Springbok’s foremost position as a symbol of Afrikaner culture, even though it predated the rise of Afrikaner nationalism post World War 2, became indelibly linked to the apartheid regime.

But former president Nelson Mandela changed all that in his remarkable act of reconciliation at the Rugby World Cup final in 1995, opening the door to the fundamental transformation of the brand in the democratic era...

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