This week the financially troubled South African Football Association (Safa) got a vote of confidence when LG Electronics decided to become the official supplier to Bafana Bafana and Safa. The sponsorship will see Safa get R10-million a year for the next three years and South Africa host next year’s four-nations LG Cup.
The electronics company has already staged 16 of these cup competitions around the world, with South Africa having participated in 2001 and 2002.
The tournament, in February, will help Bafana Bafana prepare for their second leg World Cup and Nations Cup qualifiers starting in March.
Already Australia have been confirmed but the other two opponents are yet to be found.
Although this is LG’s first African deal, the company is not new to South African sport as it was a partner in the Cricket World Cup hosted by South Africa last year. MD YJ Khang said, ‘We were looking for the right time to become involved locally, and it all seems perfect now.â€
With the soccer World Cup set for South Africa in 2010, this is likely to be the first of several link-ups with big business over the next six years.
Ian Riley, the man responsible for facilitating the LG deal, was part of the team that compiled the 2010 bid book. He hinted that there could be more sponsorship in the pipeline.
The good news is not limited to umbrella bodies, however. After struggling for a long time without financial support, Bush Bucks have managed to secure a substantial sponsorship from car manufacturer Mercedes-Benz.
Announcing the three-year deal at a press conference in East London last week, Richard Venn, divisional manager: Mercedes Car Group, said the sponsorship will not only benefit the current team; it will also play a vital role in securing the future of the game in the Eastern Cape.
The agreement will encompass three main elements: overall cash for the club, including branding on the shirts; an academy for the development of young players and assistance in building management capacity by seconding a senior manager to the board of Bush Bucks.
Venn pointed out that Bush Bucks had a strong fan base among the company’s employees in East London. ‘The team has been going through a tough time, and we believe through this sponsorship we will give our workers something to cheer about outside the plant environment.â€
Venn said the sponsorship also demonstrates Mercedes-Benz’s commitment to a partnership with the Buffalo City council in its campaign to participate in 2010 World Cup activities, with all the associated economic benefits to the region.
A delighted Bush Bucks executive chairperson Sturu Pasiya said not only will the sponsorship help the club to recruit quality players but will also assist them to keep top players.
This is Mercedes-Benz’s third major sponsorship in the Eastern Cape. It currently also backs the region’s cricket team, Mercedes Warriors, as well as supporting youth golf.