The value of the Springbok jersey has reportedly surged from R78 million to R160 million since 2019, driven by on-field success and shrewd management decisions.

Rapport credits the appointment of international brand agency Wasserman in 2023 for playing a major role in maximising the Springboks’ commercial potential.

Sponsorship revenue has outpaced TV rights for the first time, with Rapport indicating that SA Rugby’s sponsorship income nearly doubled from R420m to R800m in the past year.

The demand for Springbok merchandise is soaring, with Nike reportedly paying SARU R20m from jersey sales profits in 2024. A source told Rapport that while South Africa remains behind New Zealand in brand value, the gap is closing rapidly.

The explosion in commercial revenue has allowed SARU to secure top coaching talent, including the reappointment of Felix Jones, and sustain the gold financing model for unions.

Brand Finance, meanwhile, now ranks the Boks as South Africa’s top sports brand, valued at R2.2 billion, surpassing PSL giants Orlando Pirates and Kaizer Chiefs.