"Our increased involvement in Sevens serves three main purposes - to support the growth of Sevens rugby in South Africa, to build the Absa brand and to reach our existing clients and target new clients," explains Happy Ntshingila, Absa group executive for group marketing.
The 2006 Emirates Airline South African Sevens will take place at Outeniqua Park in the Southern Cape capital on Friday 8 and Saturday 9 December, 2006. The town is hosting the event for the fifth successive year and Absa has once again included the Sevens rugby to its portfolio by signing as the official partner sponsor to the George tournament.
Other rugby sponsorship activity of Absa include the Absa Currie Cup for 21 years, and associate sponsorship of the Springboks.
Among the activities that will take place are Absa "Red Zone" promotions on beaches in Plettenberg Bay and Mossel Bay, as well as in the towns of Knysna and George and at the stadium. The promotions will focus on promoting Absa's cellphone banking product and a host of prizes and giveaways will be up for grabs.
"The Southern Cape area is a hive of activity at this time of year and we are confident that we can achieve these objectives whilst giving something back to residents and visitors to the Garden Route over the holiday season," says Ntshingila.
Further activity during the week will include an autograph signing session with the Springbok Sevens players at the Absa Branch in York Street, on Tuesday 5 December, and involvement in the official Golf Day on Thursday, 7 December.
At the event itself, an "Absa Family Zone" area will be set up at the stadium where spectators can mingle and where there will be lucky draws and giveaways.
Absa will once again sponsor the two main awards, namely Player of the Tournament as well as the Top Try Scorer, which will be presented to players at the end of the tournament.
Absa has also shown its commitment to the town of George by sponsoring the George Lite Festival taking place over the rugby weekend. The annual switching on of Christmas Lights will take place on Saturday 9 December. The occasion will be supported by a craft market and festive street party with big name entertainers.
"We are very excited about our involvement in the Sevens," says Ntshingila. "It is that time of year when people are relaxed and looking for excitement, which, through our activities, we hope to provide along with some pre-festive season cheer".
