The Boks: Rugby’s hottest brand on and off the field

WITH Lenny Kravitz playing a fictionalised version of himself, the rock star stands on stage announcing the Male Model of the Year award.

- MORGAN BOLTON

First up is Hansel McDonald, played by Owen Wilson, with a ridiculous montage describing him as edgy, a rebel, a maverick of the business.

The villainous Mugatu, sitting and watching from the gathered movers and shakers in this world of Zoolander, leans toward his underling, the femme fatale Katinka, and whispers: “That Hansel is so hot right now.”

Most recently, I found myself doing something similar, nudging a colleague in the ribs and proclaiming: “Them Springboks are so hot right now.”

And I don’t mean that regarding their on-field prowess, which has undoubtedly been impressive since 2018, and especially in the last two years, but rather when looking at the brand itself.

It has undoubtedly become a juggernaut, with other organisations and companies clamouring to partner with SA Rugby just to get a patch of green fabric on the Bok jersey.

This past week, FNB extended their sponsorship with the Boks, becoming their headline sponsor.

Pick n Pay followed suit a day later – their logo set to appear on the back of all national shirts, from the junior ranks to the Sevens, and onto the men’s and women’s senior national team kits.

Earlier this year, Coca-Cola also jumped on the Bok train, as did Monster Energy.