Athletics South Africa (ASA) has lost its sponsor of the Absa Series and Absa South African Senior Track and Field Championships, bringing to an end an eight-year relationship.
Brendan O’Donnell, group executive: group marketing and communication, said Absa’s involvement in track and field athletics brought many hours of action-packed entertainment to Absa clients, and the South African athletics community at large.
The decision to move away from the sponsorship of athletics was taken following extensive market research and analysis of all Absa’s sports sponsorships.
ASA president Leonard Chuene said: ”Whilst we are saddened by Absa’s decision, ASA are extremely grateful for the contribution Absa has made to athletics over the past eight years.
”ASA and Absa have enjoyed a long and fruitful relationship over those years, and we would like to thank them for their support and sponsorship of South African athletics.
”This may be the end of one partnership, but we are very positive and excited about the future of athletics, and our current negotiations with other prospective sponsors,”
”Absa has reviewed its sponsorship properties, and opted to provide greater focus on fewer campaigns in the future, in line with our brand positioning and business objectives,” said O’Donnell, whose brand is also the sponsor of the Currie Cup rugby competition and Absa Cup soccer.
”Absa will look back fondly on its eight-year relationship as sponsors of the Absa Series and Absa South African Senior Track and Field Championships, and we wish ASA all the very best for the future,” he said.
O’Donnell added that Absa is proud to have played a key role in taking South African track and field athletics talent to international heights through the support of local athletics.
World high-jump champions Jacques Freitag and Hestrie Cloete, and Olympic 800m silver medallist Mbulaeni Mulaudzi are among the top athletes who have contributed to Absa Series action over the years.
”We view these individuals as worthy role models for South African sport, and wish ASA all the best in unearthing such worthy ambassadors for the sport in years to come,” said O’Donnell. — Sapa