Loading...
Loading Live Scoring...
*All times CAT (GMT+2)
days
:
hours
:
minutes
:
seconds

Rugby | SA Rugby

Warren Whiteley © Gallo Images

Emirates set to sponsor Lions



The Golden Lions success in 2014 has finally brought them on a par with their more cash-flush neighbours, as they are set to announce a partnership with global airline icon Emirates and two other sponsors on Thursday.

After spending a year in the Vodacom Super Rugby wilderness, Johan Ackermann’s team has literally fought their way out of a precarious position where the Lions were struggling both in terms of playing personnel and money and now are in a position where they can start competing on an equal footing with other Super Rugby sides.

Lions president Kevin de Klerk and CEO Rudolf Straeuli will announce the deal with Emirates to be the chief sponsor for the next five years in a deal that also includes the naming rights to the iconic Ellis Park stadium.

Emirates’ corporate colours are red and white and thus a perfect fit for the Lions, as they join a massive sponsorship family for the Airline, who also sponsor the ICC Cricket umpires, English premiership club Arsenal, World Rugby’s Referees association and are one of the global sponsors for the Rugby World Cup next year. Emirates are also global Formula one partners and sponsor no less than 15 international golfing tournaments.

The five year sponsorship is a unique one, as the norm is three years for most sponsors, allowing Emirates to invest in the Lions for the long term.

The Lions were without a sponsor for the 2014 Vodacom Super Rugby series but will also announce on Thursday that Chinese mobile phone company Huawei will become a major sponsor of the team as well.

Huawei are well known for their mobile and 3g devices and are one of the fastest growing Chinese companies in the world at the moment.

A third sponsor, who will have a lesser role in the team, will also be announced on Thursday, with speculation that one of the Lions current sponsors in the Currie Cup could extend their role into Super Rugby as well.

The Lions will, however, not be going on a shopping spree after the announcements, as they have already decided rather to use the money within their current squad and make limited acquisitions where necessary.

Under the tutelage of Johan Ackermann the Lions have literally risen from the ashes, and have produced Springboks in Warren Whiteley, Marnitz Boshoff and Julian Redelinghuys this year and Bok tourists in Jaco Kriel, Robbie Coetzee, Ross Cronje and Ruan Dreyer.

The Lions have been quietly snapping up other unions’ discards as well, including Bulls and Springbok Sevens flyer Sampie Mastriet and SA under-20 midfielder Ruhan Janse van Rensburg.

While Emirates will be welcomed aboard, as will Huawei, it will be interesting to see if the sponsors name is simply added to the Ellis Park stadium brand or if the Lions remove the original name completely, as they did a few years ago when it became Coca Cola Park.



Comments

More expert analysis and opinion from Sport24
The opinions expressed by Sport24 experts and bloggers are theirs alone, and do not necessarily represent those of SuperSport

Event Streaming

Channel Streaming

Other Live Streaming

Event Streaming

Channel Streaming

Latest Video Highlights

Sports Talk



Gavin Rich
Kolpak consternation highlights rugby's challenge
Russell Arnold, mentioned something during the recent third test at the Wanderers that no-one else...

Tony Johnson
Rugby 2016 tests results
As the old saying goes…It’s all over bar the shouting. And there’ll be plenty of that this week...

Rich man, Tour man
Final notes from the road
I’ve been to the Millennium Stadium – well okay, now the Principality Stadium – many times and I...

Brenden Nel
We need to draw a line in the sand
As the anger and discontent over the Springbok performance at Twickenham continues to simmer, the...