Omo spotlights unseen Springbok grit with new Dirt Index and The Wash Room podcast

Springboks with Wash Room Hosts Olly and Jordon

The initiative combines rugby performance data with player storytelling, giving supporters a different perspective on the physical effort and personal experiences behind the game.

Measuring the work beyond the scoreboard

The Dirt Index is a proprietary metric developed by Omo that draws on established rugby performance indicators, including gain-line carries, try-saving tackles, collision involvements and turnovers won.

These measures are combined to produce a score recognising players whose contributions may not always feature in match highlights but can influence the outcome of a game.

The index forms part of Omo's ongoing rugby platform, which connects the physical demands of the sport with the brand's messaging around resilience and perseverance.

“The best rugby moments aren't always the ones that make the highlights,” said rugby presenter and content creator Jordan Buhrs.

“Sometimes they're the tackle, the clean-out or the extra effort that changes the course of a match. The Dirt Index celebrates those moments and gives supporters another way to understand what players really give to the game.”

The Dirt Index has been active throughout the 2026 rugby season, beginning with the Barbarians Test in June before extending to the U13, U16 and U18 Youth Weeks.

The initiative will continue through the Nations Championship and Rugby Championship, with supporters able to follow player rankings on Omo's social media channels and participate in discussions around players who 'Earn the Stain'.

Springboks share their stories in The Wash Room

Alongside the performance metric, Omo has introduced The Wash Room, a once-off podcast special hosted by award-winning actor and former Sharks Academy player Olly Zondi and rugby presenter Jordan Buhrs.

The special features Springboks Aphelele Fassi, Ethan Hooker and André Esterhuizen, with conversations exploring the sacrifices, setbacks, relationships and team-first mentality behind their careers.

Rather than focusing solely on match performances, the discussions examine the experiences that have shaped the players away from the field.

“Rugby fans know what these players can do on the field, but we don't always get to know what it took to get them there,” said Zondi.

“The Wash Room gives them space to talk about the setbacks, sacrifices and people who shaped them. Those stories tell you as much about a player as anything you see on match day.”

Connecting sport and brand storytelling

For Omo, the two initiatives extend its rugby involvement beyond traditional sponsorship and match-day visibility.

The Dirt Index uses performance data to highlight players' contributions, while The Wash Room provides a platform for more personal stories.

Elizabeth Mokwena, homecare marketing director at Unilever, said the campaign builds on Omo's long-standing message of encouraging people to embrace challenges and continue despite setbacks.

“At Omo, we've always believed in helping people Play On, because the best moments in life often come with a little dirt,” she said.

“That belief extends far beyond the rugby field. Every South African knows what it feels like to be knocked down, to miss an opportunity or to fall short of a goal. What matters is having the courage to get back up and keep going.”

Through the combination of data-led engagement and branded entertainment, Omo is using rugby to connect its messaging around resilience with the experiences of players and supporters.