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

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