Financial services company DirectAxis was confirmed on Thursday by SA Rugby as the second official partner in the new sponsorship structure to the Currie Cup competition.
DirectAxis, which specialises in lending and insurance, has signed a four-year contract with SA Rugby, joining Nashua as official partners to South Africa’s premier domestic competition.
The partnership marks DirectAxis’s first involvement as a partner in a national South African rugby competition. Their previous involvement in the sport has been as a sponsor to the False Bay Rugby Club in Cape Town.
“We are delighted to welcome DirectAxis as partners to the Currie Cup competition and as new members to the SA Rugby sponsorship family,” said SA Rugby CEO Jurie Roux.
“This partnership is a landmark deal because for the first time we will have two official partners to the competition as part of our new sponsorship structure, while this is also the first time DirectAxis is involved at a national level in the game.“The company has made impressive progress in the marketplace since its inception more than 21 years ago, and it is great to have such a vibrant company partner with us to ensure that the Currie Cup remains the top competition in South African rugby.
“We look forward to a mutually-beneficial and prosperous partnership with DirectAxis over the next few years.”
SA Rugby’s new Currie Cup sponsorship structure will allow a handful of key partners, each with equal advertising rights, to be associated with the competition in future, similar to that which is used by major sporting events such as the Olympic Games and UEFA Champions League.
DirectAxis Group CEO Mark Finlayson was equally excited about the new partnership and said: “This is a step up for us after our successful two-year sponsorship of False Bay Rugby Club.
“We are delighted to be involved with this prestigious sporting event and are excited that through this sponsorship we will be helping many players within the sport achieve their potential.
“Rugby and sport in general represents teamwork, dedication and passion to succeed which are all values we hold highly at DirectAxis.”
Over and above the sponsorship, DirectAxis is exploring a number of initiatives to maximise the sponsorship with fan events at games.
The company will also expand its existing successful scholarship programme by offering R250 000 in scholarships to deserving young fans throughout the course of the Currie Cup.
It will also launch an initiative to bring hundreds of young fans to matches each weekend. Full details of these initiatives will be announced shortly.