Cricket, soccer lose sponsor; WP rugby gains one

22 Nov 2010

When the current sponsorship contracts with Cricket South Africa (CSA), Kaizer Chiefs and Orlando Pirates expire in May 2011, Standard Bank will not renew its sports sponsorships agreements, the organisation announced on 19 November 2010. Changing business priorities led to the decision to end its sports sponsorship contracts as part of the effort to improve business efficiencies across the group.

"Our marketing and communication efforts support and contribute to Standard Bank's business strategy. While our sponsorships of soccer and cricket have been extremely valuable in building our brand and engaging with fans, we have had to reassess the costs of these sponsorships and the benefits for Standard Bank in the light of changed business needs," said Sarah-Anne Orphanides, group marketing and communications director.

"This was a difficult decision, as we have made significant investments in both soccer and cricket but we believe that this is a responsible, necessary and prudent decision to ensure that we support our business needs in the best possible way."

This will end a 14-year sponsorship of limited overs cricket and a 10-year partnership with Kaizer Chiefs and Orlando Pirates.

DHL to sponsor Western Province

Also on 19 November, Treble Group, a global sports marketing agency, brokered a 3-year umbrella sponsorship agreement with Western Province Rugby, encompassing all representative rugby teams, the Stormers and Newlands Rugby Stadium, effective 1 January 2011, with DHL, one of the world's leading logistics companies.

The value of the sponsorship goes far beyond the financial contribution for DHL, it's about its customers, employees and the people of South Africa. Phil Couchman, MD, DHL Express Sub-Saharan Africa commented, "This opportunity will further reinforce the brand, promoting positive public and customer perception. By strengthening our ties with rugby, we have an opportunity to strengthen our marketing platform."

It already has a successful history of sports marketing. The long lasting Official Logistics Partnership with Formula 1, the sponsorship of the Rugby 7's in Dubai and South Africa and the new Official Logistics Partner to Rugby World Cup 2011 are examples for this.