Rahul SahaThis article contains information regarding the organisations enjoying a strong branding presence across the South Africa men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the South African Football Federation.
Name of the football federation: South African Football Association (SAFA)
Also Read: FIFA Women’s World Cup 2023 Sponsors
Official Partners
South African Airways
Founded in 1934, South African Airways is the flag carrier of South Africa. It joined Star Alliance in April 2006, becoming the first African carrier to sign with one of the three major airline alliances.
In 2016, South African Airways announced a partnership agreement with SAFA to become the official airline of the South Africa men’s national football team on a five-year deal. Reportedly, this arrangement saved SAFA up to R25 million (South African rand) in travel costs.
In 2020, a contract renewal was signed, which expanded the terms of the agreement to branding placement on the South Africa men’s national football team’s training kit and casual wear. The new deal also entails in-venue advertising opportunities alongside air travel support for the team’s matches.
Castle Lager
Castle Lager is a South African pale lager. It is the flagship product of South African Breweries and has been recognised as the National Beer of South Africa, given it is 100% grown and produced in the country.
The Johannesburg-based beer brand has been a sponsor of the South Africa men’s national football team for over three decades.
In May 2023, SAFA announced the signing of a three-year contract extension with Castle Lager.
Sasol
Founded in 1950, Sasol Limited is an integrated energy and chemicals company based in Sandton, South Africa. Sasol manufactures and sells technologies, including synthetic fuel technologies, while also producing different liquid fuels, chemicals, nuclear parts, coal tar and electricity.
Sasol and SAFA first joined hands in 2009, with the former becoming an official sponsor of the South Africa women’s national football team’s. In 2021, the two parties renewed their contract for four more years, making it the longest-running women’s football sponsorship deal in the country.
Hollywoodbets
Hollywoodbets is a privately-owned sports betting company based in South Africa. With its current operations in South Africa, Mozambique, Ireland and the UK, the company allows its customers to bet and gamble via its website, mobile application, call centre and USSD.
In 2021, Hollywoodbets announced the signing of a partnership agreement with SAFA to become the title sponsor of its 14-team National Women’s Football League on a multi-year deal.
Le Coq Sportif
Le Coq Sportif is a French manufacturer of sports equipment, sportswear, apparel and footwear. Founded in 1882, Le Coq Sportif is a subsidiary of Airesis SA, a Swiss investment company that holds a 69% stake in Le Coq Sportif.
In 2020, SAFA announced the signing of a five-year partnership deal with Le Coq Sportif, with the latter becoming the former’s official kit sponsor.
MultiChoice
MultiChoice Group is a South African company that operates DStv, a major satellite television service in Sub-Saharan Africa, GOtv, a minor service operating in over nine countries of this area, and Showmax service, an online subscription video-on-demand service.
In October 2020, SAFA announced the signing of a five-year partnership deal with MultiChoice Group. As per the deal, Showmax serves as the sole and exclusive global SAFA official referee sponsor.
Banxso
Banxso is a South African investment platform that provides a wide range of options and unique features to trade in stocks, forex, commodities and stock market Indices.
In May 2022, SAFA announced the signing of a global partnership deal with Banxso, making it the South Africa men’s national football team’s Official Online Trading Partner.
