Springboks rugby world cup cape town trophy tour

Springboks set to receive hefty bonuses from SARU. Images from Instagram@bokrugby

Bok brand boosted by billion-dollar boom

The Springboks’ back-to-back Rugby World Cup title success has seen their brand value increase by 44% to R2.2 billion.

Springboks rugby world cup cape town trophy tour

Springboks set to receive hefty bonuses from SARU. Images from Instagram@bokrugby

According to a detailed report by BrandFinance.com, the Springboks are fourth in a ranking of the top 10 strongest national rugby brands.

The All Blacks remain the leading brand among rugby’s national teams, followed by second-placed England and third-ranked France, with Ireland rounding off the top five.

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South Africa’s national team has been given a Brand Strength Index (BSI) score of 81.5, behind France, England and New Zealand, but improved from 2019, when they had a score under 80.

The Springboks’ successful defence of their World Cup title has seen the value of their brand grow by 44% to $117 million (R2.2 billion), which puts them sixth overall.

The team’s brand is further strengthened by captain Siya Kolisi, an inspirational figure and one of the most recognisable and popular players in the game.

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SA RUGBY HAPPY SPIKE IN BRAND VALUE

SA Rugby chief executive Rian Oberholzer told Sunday newspaper Rapport that he believes the Springboks can become the best brand in rugby.

“We can become the biggest sports brand in rugby,” Oberholzer said.

“We are definitely still about ten to 15 years behind the All Blacks in terms of positioning our brand. But with our successes, we can start to catch up.”

GRAPHICS DEPICTING SPRINGBOKS’ BRAND RATINGS

Springboks brand strength
The Springboks brand is the fourth strongest in the world. Photo: BrandFinance website graphic.
Springboks brand value
The Springboks ranks sixth highest in overall brand venue. Photo: BrandFinance website graphic.