SA Rugby and Ackerley Sports Group Forge Equity Partnership to Elevate Springboks’ Commercial Profile

SA Rugby and Ackerley Sports Group Forge Equity Partnership to Elevate Springboks’ Commercial Profile

The South African rugby community is currently engaged in fervent discussions as SA Rugby explores the prospect of an equity partnership with Ackerley Sports Group (ASG).

While the potential benefits for the sport’s commercial profile are promising, concerns have arisen regarding the implications for the beloved Springboks.

Clarification from SA Rugby: Springboks Not for Sale

Addressing the concerns of fans and stakeholders, SA Rugby emphatically reassures that the Springboks are not on the market.

Despite discussions about an equity deal, the core identity, management, and ownership of the Springboks remain steadfast and unchanged.

Understanding the Rugby Equity Deal

Ackerley Sports Group (ASG), a US-based investment firm well-versed in sports franchises, is being considered for acquiring a stake in the commercial rights of South African rugby.

Importantly, this model aligns with global rugby competitions’ practices, emphasizing the strategic nature of the deal.

Springboks: Not Tradable to Private Equity

SA Rugby emphasizes that, as national institutions, the Springboks and SA Rugby are not transferable to private equity.

The proposed partnership focuses on leveraging commercial potential through the expertise and global networks that ASG brings to the table.

Rationale Behind the Equity Partnership

SA Rugby sees the equity deal as a means to secure immediate financial gains while unlocking long-term commercial value.

The envisioned partnership aims to provide the necessary expertise, networks, and resources to enhance the commercial standing of South African rugby on the global stage.

Future Stakeholder Decision-Making

The future trajectory of the Springboks hinges on the decisions of key stakeholders.

The proposed equity deal requires approval from SA Rugby’s 14 member unions.

A detailed presentation of the terms and conditions will precede a decisive vote at the annual general meeting scheduled for May.


As negotiations unfold, it is evident that the Springboks’ future is intricately tied to the decisions made by stakeholders.

The ongoing process ensures that any potential equity deal undergoes rigorous scrutiny and secures widespread approval before any alterations to the Springboks’ ownership are considered.

TDPel Media

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