South African rugby has long been a powerhouse on the field, but the business machinery behind the scenes is undergoing its own transformation. As digital commerce reshapes the global sports industry, SA Rugby is increasingly leaning into online strategies to grow revenue, deepen fan engagement, and extend the Springbok brand well beyond South Africa’s borders.
A Commercial Reset Built for the Digital Age
SARU’s latest financial results tell a story of an organisation thinking seriously about its commercial future and its place in rugby today.
Group commercial revenues exceeded R1.55 billion in 2024, the first time the threshold had been crossed, and revenues for 2025 were forecast to surpass R2 billion.
Much of this growth has been attributed to what CEO Rian Oberholzer describes as a “commercial reset,” involving a restructured delivery model and enhanced rights packages for partners across multiple platforms simultaneously.
E-Commerce and the Online Merchandise Market
One of the more tangible signs of SA Rugby’s digital push is the growth of its official online store, sarugbyshop.co.za.
The platform sells the full range of Springboks and franchise apparel, and overall merchandising receipts more than doubled between 2023 and 2024, climbing from R30 million to R62 million.
A telling indicator of the channel’s commercial weight is that SA Rugby felt compelled to issue a formal public warning against counterfeit online stores during the 2023 Rugby World Cup cycle.
Broadcasting in Transition
Following Canal+’s acquisition of MultiChoice, SA Rugby executives met with Canal+ leadership earlier in 2025 to align on the future of their broadcasting partnership, with both parties planning to expand rugby content across streaming platforms beyond linear television.
The next phase is expected to lean into cross-platform content distribution and broader digital access, with the DStv Stream app already allowing subscribers to watch live matches on mobile devices.
Content as a Commercial Engine
The most striking example of SA Rugby’s digital reach is Chasing the Sun 2, which became M-Net’s most-watched series of 2024 and generated over 598 million cumulative social media impressions.
Potential sponsors should take heed of partners Toyota, Betway, and Spur, who featured throughout the production. Their organic appearance alongside the team built a brand association in a way a pitch-side banner never could.
Looking Ahead
With a restructured commercial model, a growing e-commerce presence, and content that travels worldwide, the Springbok brand is chasing the digital horizon as well as the sun.
