The good life for local rugby

The sponsorship also coincides with a national marketing campaign underpinning LG's commitment to local enterprises and eco-friendly endeavours, endorsed by its recently announced Green Ambassadors such as John Smit.

According to LG's marketing director, Dr. Michelle Potgieter, the decision to sponsor rugby is partly due to the sport's high awareness and penetration across cultural borders. "South African rugby is well known for its role in evoking camaraderie. Government bodies continually emphasise the role of sport in encouraging patriotism and instilling national pride in people from all walks of life, and as a brand these are values that LG holds true to its heart too.

Our blood runs green"

"Our blood runs green at LG," continues Potgieter. "Despite being a global company, we are strongly South African in essence. We have achieved a landmark BEE accreditation within our industry and pride ourselves in sporting an almost entirely South African leadership team - LG is a great example of thinking globally and acting locally."

The partnership evolved as a consequence of the premium images that LG, the Golden Lions from Gauteng, Free State Cheetahs and the Western Province Stormers signify.

Tiaan Strauss, former Springbok Rugby captain and GM for rugby at MegaPro Marketing, assisted in brokering the sponsorship deal. "With such a natural fit, those that can't catch the games live will be at home supporting via broadcast mediums and it's great that LG is part of this, given the brand's front running position in home entertainment," he says.