South Africa’s cricket team is on fire at the ICC Men’s T20 World Cup 2024, riding a historic seven-match winning streak. This surpassed their previous best of five wins in 2009 and marked their most dominant run in the competition.
Despite their consistent talent and status as perennial contenders in major ICC events, the Proteas haven’t yet lifted the coveted trophy. This year, however, they seem determined to break the cycle under the leadership of the talented skipper Aiden Markram. Markram, who captained the victorious U19 World Cup team in 2014 (South Africa’s only major ICC title), brings a winning pedigree and a touch of destiny to the table.
His leadership credentials are further bolstered by his success in the inaugural seasons of South Africa’s premier T20 league, the SA20. Markram has steered Sunrisers Eastern Cape to back-to-back championships (2023 and 2024), showcasing his tactical acumen and on-field composure.
South Africa’s dominance has been comprehensive. They cruised through the group stage with a perfect record of four wins and continued in the Super 8s, topping the table with another three victories. This winning momentum and a passionate fanbase provide a potent combination for success. Additionally, Cricket South Africa‘s (CSA) strategic partnerships with various brands contribute to the team’s overall well-being and stability.
Team Sponsor:
Amul: More than just a logo on a sleeve, Amul, India’s leading dairy cooperative and household name, boasts a long-standing partnership with CSA dating back to 2019. This sponsorship deal transcends brand promotion, strategically aligning Amul’s image of healthy dairy products with the needs of athletes and its association with the strong South African team bolsters its global presence.
Headline Event Sponsors:
KFC: Kentucky Fried Chicken, or KFC as it’s known worldwide, isn’t just a fast-food giant in South Africa; it’s a strong supporter of CSA since their partnership began in 2012. KFC Africa has played a multi-faceted role, sponsoring both the high-octane T20 International matches featuring the CSA teams and the immensely popular “KFC Mini-Cricket” program. This initiative is recognized as the “largest grassroots sports development program” in the country, introducing cricket to youngsters and fostering a love for the game.
Official Sponsors
Lotto: In a significant partnership forged in September 2023, Lotto Sport, the globally recognized Italian sportswear brand, became the official technical partner for the governing body. This prestigious collaboration has ensured that South Africa’s national cricket teams are outfitted with cutting-edge playing and training kits designed to deliver peak performance. This partnership extends beyond just the Proteas, with Lotto designing and manufacturing merchandise for fans and official apparel for CSA staff.
Castle Lager: Castle Lager, a South African institution known for its crisp, clean, and refreshing taste, has been a mainstay of the country’s sporting scene for decades. The South African pale lager’s association with the cricket administrative body goes back to the 1992/93 season, making the national beer of South Africa a pillar of support for the Proteas throughout their journey. This long-standing partnership was recently solidified with a renewed five-year deal between both entities, further cementing the brand’s position as the official beer partner of South African cricket.
Official Suppliers
BitCo Telecoms: BitCo Telecoms, a leading South African telecommunications provider, established itself as a trusted brand in the cricketing world through its strategic partnership with CSA in May 2020. This five-year deal solidified BitCo’s position as the official internet service provider for CSA and the Proteas national team. Beyond mere sponsorship, BitCo plays a critical role in ensuring the smooth functioning of major CSA-affiliated stadiums by providing them with high-performance fibre internet and VoIP services.
Momentum Health: Momentum Health, a leading medical aid provider in South Africa, has built a strong reputation for offering individuals and families comprehensive and affordable healthcare solutions. This commitment to well-being extends beyond individual plans, as evidenced by the ongoing partnership with CSA. Signed in 2023, the extended agreement sees Momentum Health become a series associate sponsor and official supplier for the national men’s and women’s cricket teams. This vital support ensures the physical and mental well-being of the players, both during matches and their training periods.
TicketPro: TicketPro, a brand known for its innovative ticketing solutions, is a member of the Blue Label Telecoms group of companies. This industry giant has established itself as a leader in providing ticketing, access control, and cashless systems for a wide range of clients, including promoters, event holders, venues, and most importantly, fans. TicketPro’s commitment to streamlining the ticketing experience extends to cricket, where it has partnered with the cricket governing body of South Africa to facilitate online ticket sales for matches. This partnership makes it convenient for fans to secure seats and ensure they don’t miss a moment of the Proteas’ journey on the field.
SpringBok Atlas: Springbok Atlas, a South African inbound travel specialist, caters to adventurous souls seeking unforgettable experiences across the vast landscapes of Africa. Springbok Atlas has solidified its reputation for reliability by becoming the official transport partner for the CSA, demonstrating its commitment to safety, efficiency, and exceptional service – qualities that will undoubtedly benefit cricket fans looking to explore South Africa during the tournament.
Sunfoil: Sunfoil, a brand owned by the Willowton Group, a South African powerhouse since 1970, has become a household name courtesy of its role as a major player in the country’s FMCG (Fast-Moving Consumer Goods) sector and one of Africa’s largest producers of edible oils. This long-standing connection to South African consumers extends to the national sport, cricket. Sunfoil’s partnership with the governing body began in the 2011/12 season and signifies this deep-rooted connection.
Kemach JCB: Appointed as an official supplier in 2017, Kemach Equipment provides essential resources for maintaining CSA’s hubs and regional performance centres. Their three-year (and potentially ongoing) commitment has ensured these facilities remain in top shape, fostering player development.
Host Broadcaster
SuperSport: SuperSport, the leading South African sports broadcaster, holds the broadcast rights for matches featuring national teams. This long-standing partnership goes beyond simply showing the games; SuperSport is heavily invested in the growth of cricket in South Africa. SuperSport’s extensive broadcast network ensures that every ball of the T20 World Cup reaches cricket-hungry fans across the nation, making them an integral part of bringing the excitement of the tournament directly to South African homes.
SABC Sport: Since 2018, CSA and the South African Broadcasting Corporation (SABC) have held a vital partnership. SABC has secured the broadcast rights for various inbound tours, including the 2018 T20 League, India’s 2021/22 tour, and Bangladesh’s 2022 visit. This collaboration ensures South African fans have access to these marquee matchups.
Additional Partners
Virgin Active: This leading fitness franchise partnered with CSA to promote player well-being. The health club chain’s “Fit Fusion” program, in collaboration with Women’s Health South Africa, was the country’s largest group exercise event, highlighting its commitment to player fitness and a healthy cricketing ecosystem.
Lootmogul: In a forward-thinking move, CSA announced Lootmogul, a sports tech company, as its official metaverse and gaming partner in December 2023. This collaboration aims to enhance the fan experience by exploring the exciting possibilities of the metaverse and gaming worlds.
Western Cape Government: The Western Cape Government’s partnership with CSA signifies its support for cricket’s growth within the region. This collaboration involves joint initiatives to promote the sport at the grassroots level.
Momentum: Momentum’s partnership with the Proteas women’s team, established in 2013, is a prime example of its commitment to empowering women in sports. This ongoing sponsorship has undoubtedly played a significant role in supporting and advancing the careers of female cricketers in South Africa.