Starting on January 1st, the Asiscs Corporation will be replacing Canterbury as the clothing and kit sponsor for the national, affectionately known as the Springboks, and provincial rugby teams of the South African Rugby Union. Asics has signed a six-year agreement with the SARU, set to cover the Rugby World Cup in 2015 and the Tournament in 2019.
Asics is looking to make its mark on the Rugby market as it competes against adidas and Nike Inc. They already sponsor teams in France, Australia, the Netherlands, and Italy. “Asics has made a strategic decision to make the sport of rugby a priority,” Alistair Cameron, Asics’s head of Europe, Middle East and Africa, said. “The Springboks are one of the most important assets in the sporting-goods world. We want to build the brand awareness together.”
With this new venture, Asics is also looking to set up factories in South Africa. This is a great move for the company as the Springboks are currently ranked second on the International Rugby Board. The team won the World Cup in 1995 and 2007.
What do you think of Asics’ new venture? Do you think this move will help out with brand awareness? Let us know in the comment section below.