Encouraged by a ‘significant return on investment’, DHL has renewed its multi-million rand contract as title sponsor of Western Province Rugby for a further three-year period commencing 2014, a year before the agreement is due for re-negotiation.
The terms of the sponsorship continue to include naming rights to the home stadium of Western Province Rugby, DHL Newlands.
Commenting on the renewed, award-winning sponsorship, DHL Stormers coach, Allister Coetzee said: “DHL and Western Province Rugby share the same values and a great commitment to and passion for rugby. We are extremely pleased that the contract has been extended.”
DHL, which also partners with Manchester United and Formula One, signed its initial three-year agreement with WP Rugby and the DHL Stormers in 2011, and has seen major success, with brand recall at an all-time high, record breaking association numbers and direct business impact in South Africa.
Commenting, DHL Express Managing Director for Sub Saharan Africa, Charles Brewer said: “We are absolutely delighted to announce and deliver the extension. DHL is the most global company in the world, with more than 100,000 employees worldwide, and rugby is a truly global sport with millions of players and a global audience of billions.
“Western Province Rugby Football Union is made up of more than 90 clubs, with passionate people doing what they love which is very similar to every DHL employee in South Africa, Africa and around the world. The past two years have been good, the future will be great.”
Kyle Nel, the MD of sports marketing agency, the Treble Group, added: “DHL has leveraged their sponsorship of the DHL Stormers very smartly by using a combination of traditional and online media to really drive brand engagement.
“Using a range of media, including a well-designed and executed online strategy, the DHL Stormers became the first team in the history of South African rugby to achieve over 12% spontaneous awareness in the first 18 months of their sponsorship. Most recently, the partnership was awarded the Best Sponsorship of a Sports Team or Individual and Best Use of Digital Communications in Sport at the Virgin Active Sports Industry Awards,” added Nel.
Thelo Wakefield, the President of the Western Province Rugby Football Union concluded: “DHL have established themselves as committed and hands-on sponsors of WP Rugby in a relatively short space of time and we look forward to growing this relationship even more moving forward.
“At the same time, having the support of an organisation like DHL is a tribute to the DHL Stormers and WP brands and also to the tremendous support that our teams enjoy.”