The Springboks brand - Rugby World Cup group
The Springboks line up for the anthem. Photo: EPA/KIM LUDBROOK

Home » The Springboks brand has been wildly undervalued

The Springboks brand has been wildly undervalued

The Springboks brand has been wildly underestimated and undervalued but that looks like it’s about to change soon enough.

09-02-24 19:22
The Springboks brand - Rugby World Cup group
The Springboks line up for the anthem. Photo: EPA/KIM LUDBROOK

The Springboks brand power and influence has been underestimated by experts in the field.

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With a massive capital injection coming, the Springboks are out to show they are one of rugby’s big attractions.

Springbok success has always come at the cost of negative media from rival nations.

Those jaundiced views may be what has seen the Springboks pegged back when it comes to estimates of brand value.

However, just the famous Springboks symbol and green and gold jerseys are iconic enough to draw in new fans all over the world.

Rugby is a sport of brute force and it stands to reason that fans will want to see teams show the kind of physicality that is the trademark of the Springboks.

They have also shown that there is far more to their game than bullying the opposition.

The coaching teams have become known for innovating and for pushing the edge on so many matters.


PR seems to be the only reason the Springboks lag behind the All Blacks in brand value estimates.

Brand Finance revealed which national rugby teams are the most valuable as brands according to their calculations.

The All Blacks saw a jump in value by 52% from 2019; now esteemed to be worth U$282 million (R5.3 billion).

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England, the nation where rugby has its origin, 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, with their brand worth rising by 84% to $159 million (R3 billion).

The top five is completed by Ireland, whose brand value increased by 94% to $150 million (R2.8 billion), and Wales, whose brand value increased 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.


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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.”

The brand value will certainly spike in the wake of the Rugby World Cup triumph.