Absa and BMW drop Springboks sponsorship. Is the brand in trouble?

Both Absa and BMW are dropping their sponsorship for the Springboks.

Is this a sign of economic times and the lack of transformation?

Or is there something wrong with the Springboks brand?

Why would anyone sponsor this rugby team?

What is it worth?

The Money Show’s Bruce Whitfield interviewed Dr. Michael Goldman, Assistant Professor in the Sport Management Program at the University of San Francisco and Adjunct Professor at the Gordon Institute of Business Science (Gibs).

Scroll down for quotes from the audio below.

All is not lost. The brand is still great.

Dr. Michael Goldman

I think sponsors are increasingly asking whether sponsorship is driving business results. I suspect Absa is looking closely at whether its sponsorships are really delivering.

Dr. Michael Goldman

The negative association with the Springboks are improving. Rugby fans have, in general, moved beyond that.

Dr. Michael Goldman

It talks to the concern that the Springboks may not resonate strongly enough amongst the audience that mass-market brands are looking for.

Dr. Michael Goldman

Subscribe to our Business Wrap Newsletter


This article first appeared on 702 : Absa and BMW drop Springboks sponsorship. Is the brand in trouble?


Recommended

by NEWSROOM AI
Read More
How to escape the tyranny of 'project-based revenues'

How to escape the tyranny of 'project-based revenues'

The Money Show’s Bruce Whitfield interviews small business guru Pavlo Phitidis, founder of Aurik Business Accelerator.

How this year’s Budget will affect your pocket

How this year’s Budget will affect your pocket

Warren Ingram (Galileo Capital Personal Financial Advisor) critiques this year's budget.

Is EOH corrupt? Is that why Microsoft ran for the hills? Its CEO explains…

Is EOH corrupt? Is that why Microsoft ran for the hills? Its CEO explains…

The Money Show’s Bruce Whitfield interviews Stephen van Coller, CEO at EOH Holdings.

'R23 million for rent a month seems huge. I don't think we could've done better'

'R23 million for rent a month seems huge. I don't think we could've done better'

The Money Show’s Bruce Whitfield interviews Adrian Gore, founder and Group Chief Executive Officer at Discovery Limited.

‘We’d be crazy to copy! Sometimes we get it wrong. There's no culture problem'

‘We’d be crazy to copy! Sometimes we get it wrong. There's no culture problem'

The Money Show’s Bruce Whitfield interviews Ian Moir, CEO at Woolworths.

Springboks rollercoaster shows how easy it is to lose money in the stock market

Springboks rollercoaster shows how easy it is to lose money in the stock market

An article explores the Springboks as a wildly volatile share listed on the JSE. Humans are lemmings - it's easy to lose money.

Popular articles
‘We’d be crazy to copy! Sometimes we get it wrong. There's no culture problem'

‘We’d be crazy to copy! Sometimes we get it wrong. There's no culture problem'

The Money Show’s Bruce Whitfield interviews Ian Moir, CEO at Woolworths.

'R23 million for rent a month seems huge. I don't think we could've done better'

'R23 million for rent a month seems huge. I don't think we could've done better'

The Money Show’s Bruce Whitfield interviews Adrian Gore, founder and Group Chief Executive Officer at Discovery Limited.

[VIDEO] Muizenberg pedestrian attacked in broad daylight

[VIDEO] Muizenberg pedestrian attacked in broad daylight

A woman was attacked on her way to work earlier this month.

'Tourist who survived 20m fall on Table Mountain is the luckiest man alive'

'Tourist who survived 20m fall on Table Mountain is the luckiest man alive'

Incident commander Roy Schoor says the man fell 20m and landed on a section of a cliff. His cry was heard by someone in Camps Bay.

'Bring back skilled engineers to Eskom' - Solidarity

'Bring back skilled engineers to Eskom' - Solidarity

Trade Union Solidarity says it supports Pravin Gordhan's idea that technicians who used to work for Eskom should be brought back.

Criminals targeting homes with aluminium windows, warns neighborhood watch

Criminals targeting homes with aluminium windows, warns neighborhood watch

The Panorama, Welgelegen and Plattekloof Neighbourhood Watch has identified a new house break-in trend.