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New era in rugby sports sponsorship Nashua partners with iconic Currie Cup

In 1990, Nashua was the very first company to boldly brand a local rugby jersey, sponsoring what was then the Northern Transvaal rugby team. Twenty-six years later, the business solutions provider has come full circle as it begins an exciting three-year sponsorship of the world’s oldest domestic rugby championship, the legendary Currie Cup.

Rich heritage of sports sponsorship in South Africa
The Nashua brand has always been a passionate supporter of South African sport. From boxing to motorsport, cricket to golf, the company has been there when many sporting moments became history. With a special emphasis on rugby over the years, Nashua’s franchises have sponsored small community and school rugby teams and the brand has played an important part at the highest tiers of provincial and national rugby. Rugby, and the Currie Cup in particular, are about family, heritage and pride – an ethos that mirrors Nashua’s values of teamwork and togetherness.

Volatile sponsorship market creates opportunities
The shifting sports sponsorship landscape has affected rugby keenly. As the Currie Cup lost its headline sponsor for the past 30 years, it has created an opportunity for other brands to align with a property close to the hearts of many ardent supporters. ‘Nashua and the Currie Cup are a perfect fit and both parties are absolutely ecstatic about the partnership,’ said Brand inc client services director, Maude Crookes. Brand inc’s turnkey sponsorship services helped negotiate rights deliverables for Nashua and created the partnership logo. The agency is now developing and rolling out the creative for marketing and advertising collateral across digital, print, OOH and activations.

‘Everyone at Nashua is very passionate about sports, particularly rugby, and this sponsorship has created a feeling of new energy amongst the franchises,’ she said. ‘It has rejuvenated the brand.’

Advancing rugby into the future
The new sponsorship campaign positions Nashua as a ‘Game Changer’ and the brand also has a vision to advance the game of rugby through a skills development programme. Conceptualised and developed by Brand inc, this country-wide initiative will be rolled out to schools, universities and clubs. Talented players may be identified and awarded Nashua bursaries in the ICT sector, with a view to creating employment in this field. This initiative will also give the franchises the necessary marketing support within the education sector, meeting business objectives while building awareness, loyalty and brand love.

When two legends meet…
The Currie Cup competition kicks off on the first weekend of August. As a competition that is renowned for making legends, it is fitting that such an epic brand like Nashua will be there on the field with our future Springboks, both at grassroots and provincial.
‘Nashua is the ultimate business partner and the Currie Cup gives them a big platform to show how they can be a positive force in the business environment,’ said Brand inc creative director, Nicky Clarivette. ‘Our job now is to help Nashua leverage this partnership in a way that is relevant to its business community and turn their sponsorship on.’

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