Further investment in rugby
As the official banking sponsor to SA Rugby and the Springbok rugby team, Absa, in association with SA Rugby, will be sponsoring the 2007 Absa Boktown series. “In doing so we are offering the public at large an opportunity to find out more about the Springboks, the game of rugby and to gain an understanding of, and chance to become a fan of the most powerfully cohesive force in our nation,” says Angie Burton, GM for marketing at Absa.
She adds, “Absa saw this opportunity as a perfect platform to communicate not only its sponsorship investment to the Springboks and rugby in South Africa, but indeed a way to grow and take the game to the community.
Boktown was initiated by the Springbok Supporters club and SA Rugby for the end-of-year tour in 2006. The Twickenham stop became a venue for Bok supporters to gather before Tests, to share a beer, listen to music and discuss the forth coming event with other supporters of the Springboks. The inaugural Boktowns were set up at Montecasino in Johannesburg and the Sun Coast Casino in Durban. Fans got to meet players who were not on tour and create an atmosphere for the big screen viewing of the tests.
Expanded concept
These events were so successful that it was decided to expand the concept in 2007, as this year's rugby calendar includes the England tour to South Africa, the Tri-Nations and the Rugby World Cup.
For the fans, it will be a “home” where supporters of the Boks, both new and old, can get together and share the excitement of Springbok games. For Absa, it will be a platform to show its support for the Springboks, and to use the occasion to leverage products through fans' association with an arena that provides a medium for a nation to express its support for their rugby team.
It will also provide Absa with an opportunity to engage with its target market on the day and tap into their consumer passions and how best to tailor offerings for this niche market.
Phase one of Absa Boktown officially launches on Saturday, 26 May 2007, in Bloemfontein (Phase two will roll out during Rugby World Cup). Phase one venues and dates include:
- 2 June – Soweto, Joburg
- 16 June – Super Sport Stadium, Centurion
- 23 June – Sun Coast Casino, Durban
Fans attending the game will be treated to live screen entertainment including a link to Springbok Test Matches and entertainment and music. A braai/barbeque-like atmosphere will be the order of the day, with co-branded retail supporter wear, food and drinks on sale and offer.
