Mobile operators MTN and Cell C have ramped up their investment in sport development in the country, while Vodacom will begin withdrawing from its sports sponsorships as part of a cost-cutting strategy this year.
MTN announced yesterday it would be the name sponsor for the Golden Lions rugby team for the next three years. The move may be seen as encroaching on Vodacom's turf, as the operator is the name sponsor of the Blue Bulls rugby team.
However, speaking to ITWeb at the Vodacom half-year financial results last year, CEO Pieter Uys stated the company is considering pulling back on its sports sponsorships as part of an ongoing cost-cutting strategy.
Vodacom also sponsors local soccer teams, but the operator has not yet indicated which of its sponsorship contracts would be vacated upon expiration.
Meanwhile, third mobile operator Cell C will sponsor the inaugural Tour of SA. The international professional cycle race, taking place in February, will be known as The Cell C Tour of SA 2011. It involves an eight-day, seven-stage road race that will start in Pretoria and finish in Paarl, with cyclists riding over 1 200km in total.
The event will be Cell C's first sporting sponsorship on a national scale.
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