By Veselina Dzhingarova
The South African Rugby Union (SARU) and Ackerley Sports Group (ASG) have announced their intention to form a partnership to enhance South African rugby across all levels. This agreement aims to bolster the professional game and expand the revenue streams for both the Springboks and SARU’s commercial ventures.
New Commercial Rights Corporation
According to Rugby365, the agreement, currently under negotiation and awaiting approval from SARU members, will involve ASG investing in a new Commercial Rights Corporation (CRC).
This entity will manage all current and future revenue-generating assets of the Springboks and SARU. SARU will maintain majority ownership of the CRC, while ASG will hold a significant minority stake.
Ted Ackerley, Co-Founder of Ackerley Sports Group, expressed his excitement about the collaboration, stating, “Partnering with the legendary Springboks franchise allows us to expand the most iconic brand in rugby worldwide. This investment provides an opportunity to match the team’s on-field success with the resources necessary to sustain its status as a global powerhouse.”
Background of Ackerley Sports Group
Founded in Seattle in 2023, Ackerley Sports Group is an extension of the investment practice started in 2002 by Ted and Christopher Ackerley. The team includes London-based partner Timothy Kirkwood, who is overseeing the Springboks partnership.
Ackerley Partners has a history of owning stakes in several professional sports franchises, including the Seattle SuperSonics, Seattle Storm, and the newly launched NHL franchise, Seattle Kraken. Recently, ASG also partnered with 49ers Enterprises to take majority control of Leeds United Football Club.
The Power of the Springbok Brand
The Springboks, governed by SARU, have an impressive history in international rugby. They have competed since 1891 and won the Rugby World Cup four times (1995, 2007, 2019, 2023), earning them the world’s top-spot in international rankings.
The 2023 Rugby World Cup in France was a major global event, with record-breaking broadcast reach. With the 2031 Rugby World Cup heading to the US, having an American partner will help the Springboks strengthen their presence in the world’s largest media market.
Looking Ahead
The new Commercial Rights Corporation aims to increase the value of SARU’s commercial activities, including sponsorships, broadcasting, partnerships, content, marketing, and match-day revenue. The proceeds from CRC will support grassroots rugby, amateur refereeing, and community rugby in South Africa, ensuring the sport’s growth and sustainability at all levels.
As the Rugby World Cup heads to the United States in 2031, this partnership positions the Springboks to leverage the American market, furthering their global influence and dominance both on and off the field.
