Springboks ranked fourth in brand worth research
How do the Springboks stack up against other global rugby brands like the All Blacks and England?
The Springboks are a very well-known rugby brand, but according to a new study, they aren’t on top of the world.
Brand Finance has revealed which national rugby teams are the most valuable as brands.
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According to the brand directory, the All Blacks saw a jump in value by 52% from 2019 and is now esteemed to be worth U$282 million (R5.3 billion).
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HOW MUCH ARE THE SPRINGBOKS WORTH IN 2023
England is in second position with a brand value increase of 71% to $264 million (R5 billion).
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Rugby World Cup hosts and last eight opponents for South Africa, France are in third place. Their brand worth rose by 84% to $159 million (R3 billion).
The top five is completed by Ireland and Wales. Ireland’s brand value increased by 94% to $150 million (R2.8 billion). Wales saw their brand value increase by 23% to USD 132 million (R2.5 billion).
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The Springboks’ brand worth increased by 44% to $117 million (R2.2 billion), yet they still only managed to finish sixth in the final reckoning.
BRAND GROWS, BUT RANKING SLIPS
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Despite the brand’s growth of over 50% since 2019, the Springboks slipped out of the top five as Ireland moved up from sixth to fourth with the weaker rand and big factor.
“The Springboks’ improved brand value, in addition to brand strength, is off the back of its 2019 World Cup win and current form. Captained by Siya Kolisi, the national team brand is led by a highly valuable and inspiring role model that adds to the strength and value of the brand,” Brand Finance said.
“In addition to the 2019 Rugby World Cup win and current performances, brand value growth has been helped by the increase in sponsorship revenue.”
“Notwithstanding the ongoing commitment from MTN and First National Bank, a 2022 six-year deal with Nike as South Africa Rugby’s apparel provider has helped the increase in brand value.”