The South African Football Association announced a major new partnership with Volkswagen Group Africa last week the first day of November, and a few days later it was Cricket South African who shared news of a deal of their own, with domestic airline, FlySafair.
In the case for football, the vehicle partnership between SAFA and VWGA marks a significant milestone in the company’s commitment to support the development of girls’ and women’s football in South Africa.
Significantly, all national women’s teams, also including the Under-20, Basetsana, the Under-17s, Bantwana, the Under-15s and schools Under-15s all stand to benefit from the partnership.
The popular German car brand has been driving Banyana coach Dr Desiree Ellis for almost two years in a deal of her own, and in a interview with earlier this year regarding her sponsorship, Ellis said having this kind of backing is just what women’s sport needs.
“Having backing from sponsors such as VW enhances the narrative, increases visibility, and creates long-term sustainability which in turn professionalises the sport. It shows that women in sport are ready to step up and these sponsors recognise this and ask themselves how they can add value to the sport. The sponsors provide further credibility and belief that we are moving in the right direction.”
Banyana Banyana Head Coach, Dr Desiree Ellis
Back to the current sponsorship deal, SAFA President Dr Danny Jordaan welcomed the partnership to help grow the women’s game from grassroots level.
“We welcome Volkswagen to the SAFA partner family. The pathway of women’s football needed a partner that will support football at grassroots through scouts, women’s competitions all the way to all women’s national teams, including Banyana Banyana. Our ability to go far and wide to find the new gems and attend to administrative logistics is important.”
SAFA President Dr Danny Jordaan
Niels Wichmann, Volkswagen Brand Head of Sales and Marketing, said: “Volkswagen believes that in South Africa, sport, especially soccer, is more than just a game, as it has the potential to play a vital role in youth development. Volkswagen is passionate about ‘Moving People Forward’ and is committed to the growth and sustainability of women’s soccer.”
“Just as Volkswagen empowers people every day to reach their destinations, we hope to empower the national women’s soccer teams to reach their top level on the continent in their respective age groups. Volkswagen aims to empower women’s football by supporting player development, amplifying community impact, and promoting role models to inspire future participation of young female players.”
Niels Wichmann, Volkswagen Brand Head of Sales and Marketing
The partnership includes the following Volkswagen vehicles, Caddy Kombi Maxi, Crafter 50 23-seater, Tiguan Allspace and T-Cross.
On the cricket front, Cricket South Africa also announced a new deal with FlySafair on Tuesday, confirming that the iconic domestic airline will be the Proteas Women’s teams’ official domestic airline partner for the next three years.
The deal will be a welcome one, as it again shows how brands are now seeing the value of women’s sport, and that investing in it is a integral part of growing the game for all involved in it.
CSA Chief Executive Officer, Pholetsi Moseki said the partnership is one that will continue to build the legacy of the game for a long time to come.
“Us partnering with FlySafair is not just a collaboration, it is an ascent to new horizons for CSA. This partnership brings a shared vision of unity, which is what makes FlySafair the perfect fit.”
CSA Chief Executive Officer, Pholetsi Moseki
“It is not just about the journey, but the legacy of connecting cricket-loving people and possibilities over time, underscoring the crucial role the airline will play as we continue with our strategic undertakings towards 2027.”
Main Photo caption: National Federations the South African Football Association and Cricket South Africa have recently announced new commercial partnerships that will benefit the development of sport in South Africa, with FlySafAir’s deal with SAFA for all girls- and women’s teams the headline news for this edition. All Photos: Supplied
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