BMW has secured a five-year sponsorship deal with the South African rugby team Springboks until 2015. This marks BMW's first foray into international rugby sponsorship globally. BMW believes the Springboks embody qualities that align well with the BMW brand like precision and performance. The sponsorship will help BMW extend its reach to new markets in South Africa, as rugby is growing in popularity and viewership has become more demographically diverse. It will allow BMW to market to lower-income communities while still maintaining its image as a premium brand. The facilitator of the deal, MEGAPRO Marketing, believes it creates a strategic fit between the aspirational brands of the Springboks and BMW.

1. BMW – securing
more than just the
front row
B
MW South Africa has secured a five-year sponsorship deal So what does the relationship offer the BMW brand that it was
with the Springboks that will see the BMW brand mark previously lacking?
adorning the left leg of the players’ shorts in official Test Well, one could say the sponsorship will extend BMW’s market
matches until the end of 2015. reach. Although undoubtedly a premier brand, it is indelibly etched
Whilst BMW has previously sponsored sports favoured by high in the imagination of the South African public as an aspirational
net worth individuals, this is their first foray into international rugby asset. It is unlikely any other mass market car brand has the
sponsorship globally. One can question value this brings to the aspirational cachet that BMW owns. And this extends across all
brand. Is this a new direction for BMW, and will the addition of communities, from the poorest townships through to the highest-
Rugby to their sponsored portfolio dilute the perception of BMW worth suburbs. Whether one is living in Sandton or Alexandra
as a premier brand. Township, Dainfern or Diepsloot, one common value ever-present
The answer has to be a definitive NO. BMW South Africa Managing in these communities will be the desire to own a BMW.
Director, Mr. Bodo Donauer, explains - “BMW sports sponsorships Guy Kilfoil, BMW General Manager for Communications and Public
have historically epitomized the natural strengths of our brand, In Affairs indicates that the deciding factor for BMW in pursuing this deal
this regard, BMW has always been involved with sports such as was the change in demographics of Springbok rugby’s support base
motorsport, golf, yachting and polo, all of which require a unique – most viewers today are black, rugby is the second fastest growing
combination of power, performance, innovation, efficiency and sport and has second wealthiest audience by income. The majority
passion in order to succeed. Rugby is no different in this regard of BMW’s sales stem from the 3 series and the 1 series, yet their
and the characteristics of Springbok rugby, in particular, are marketing has previously focused on their premier models.
values with which the BMW brand identifies perfectly.” BMW is wise enough to know that the unique value proposition that the
The Springboks are a brand etched in the South African Springboks offer is their mass appeal across all the LSM segments,
consciousness. Although historically, prior to the modern whilst at the same time retaining absolutely their image as a premium
democratic era, rugby might have been considered a brand. And BMW knows how many of its buyers are rapidly rising from
primarily white, Afrikaans sport, notwithstanding its significant these poor areas, buying into their vision and purchasing their cars.
presence amongst coloured communities in the Eastern and That is the power of this deal. And it is a leverage that will undoubtedly
Western Cape, the Mandela moment at the Rugby World pay off for BMW in the years to come.
Cup embraced the Springboks as a brand embodying South
Africa’s successful transition and its relevance as a symbol of
BY HERBY OPLAND
pride for the entire country.
The Springboks have undoubtedly been South Africa’s most The deal (BMW’s Associate Sponsorship of the Springboks) was
successful sporting team, and the qualities they embody facilitated by MEGAPRO Marketing.
dovetail well with those identified with the BMW brand. Oregan MEGAPRO builds sustainable partnerships at the business end
Hoskins, President of the South African Rugby Union noted of consumer passions, in the context of sport and entertainment.
“the characteristics epitomized by the BMW brand of precision
and performance are hallmarks of the Springbok team, which We’re in the business of commercialisation of sport and
makes the new sponsorship such a winning combination.” entertainment platforms. David Jenkins, MEGAPRO CEO
What does BMW’s traditional market think of this relationship? commented, “Finding the fit is all important in facilitating
Dipak Patel, a Senior Manager for Accenture at the Edcon meaningful commercial partnerships. This is a prime example
Group and a long-term BMW acolyte reflects that there could of strategic match-making. In the context of the great strategic
be no more symbiotic relationship for the Springboks “The fit between Springbok brand and the BMW brand, we are
culture that BMW embraces in terms of precision, balance, extremely proud to have played a role in introducing BMW to
and form-embracing function is encapsulated by all aspects the rugby sponsorship family.”
of the Springboks performance, and to emboss A BMW logo
on their attire could not be more appropriate.” The BMW brand mark will first appear on the Springboks’ playing
shorts on July 23 when the Boks take on Australia in Sydney.
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