This article was originally published in the Brand Finance South Africa 100 2025 report
Managing Director,
Brand Finance
For the first time, the Springboks have secured a place in the Brand Finance South Africa 100 2025 ranking, entering the list with a brand value of ZAR2.2 billion and positioned at 50th. This historic inclusion celebrates the team’s on-field success and highlights its formidable influence on the national brand landscape.
The Springbok brand valuation is supported by the new Brand Finance South Africa Sports Report that ranks the Springboks as the strongest South African sports team in any sporting code, boasting a Brand Strength Index (BSI) score of 91.9 out of 100. This is a significant lead over other prominent South African sporting teams such as Orlando Pirates (83.2) and Kaizer Chiefs (82.6), with the Proteas from South African cricket scoring 79.9. This high brand strength score reflects the Springboks’ robust reputation, consistent performance, and underlines the strong emotional connection they have forged with fans. This connection translates into a greater propensity for fans to engage with and support brands that partner with the Springboks.
Sport remains one of the most potent forces for South African unification. Few symbols resonate as strongly across racial, cultural, and social divides as the Springboks. According to Brand Finance data, 56% of South African sports fans rate the Springboks as their favourite team—a significant lead over the Proteas at 48% and far surpassing leading football teams like Orlando Pirates (21%) and Kaizer Chiefs (25%). This widespread support cements the team’s status as a national icon and highlights its potential to act as a cohesive force across the country.
A closer look at fan demographics reveals that nearly three-quarters of Springbok supporters have been loyal fans and supporters for over five years. This figure underscores a strong, enduring following and suggests that the sport is capturing the interest of a new generation of fans. Such dynamics present considerable growth potential, indicating that the Springbok brand is poised to expand its influence further in the coming years. The growing base of fans, coupled with an already passionate core, demonstrates that the Springboks are not merely a sports team— they are a dynamic and powerful brand with substantial untapped commercial opportunities.
The Springbok brands’ entry into the top 100 is significant in the context of the Rainbow Consortium, backed by the owners of the Bulls, Stormers and Sharks, recently proposing an alternative deal to the Ackerley Sports Group (ASG) offer of $75-million for a 20% stake, which failed last year. The Rainbow Consortium proposal includes an Expression of Interest (EOI) to manage and commercialise the iconic Springbok brand’s commercial rights further highlighting the potential value of the Springbok brand. The current valuation doesn’t account for the potential economic upside the brand could realise if the commercial rights were fully leveraged by SARU and an interested third party.
The Springboks’ debut in the Brand Finance South Africa 100 2025 ranking underscores their status as a sporting powerhouse and a national unifier. Their exceptional brand strength, underpinned by widespread fan support and untapped commercial potential, positions them to lead South African sport into a new era of economic and cultural influence. With strategic investments and innovative commercial partnerships, the Springboks are set to become one of the world’s most valuable sports brands, transcending the game to drive broader national unity and economic growth.
