Brand alignment with one of SA’s top six rugby teams

Photo: Pierre Bruwer, MD of Ctrack SA, Rudolf Straeuli, CEO of the Lions Rugby Company, Nick Vlok, CEO of DigiCore, and Ross Cronjé, Lions scrum-half.

On the heels of celebrating their first ever Super Rugby victory over the Chiefs on their home ground in Hamilton, New Zealand the Emirate Lions have revealed vehicle tracking and fleet management solutions company, Ctrack, a subsidiary of Novatel Wireless (Nasdaq: MIFI) as their latest associate sponsor.

The sponsorship will see the Ctrack brand firmly visible on the back of the shorts of their official playing kit in the Super Rugby and Currie Cup tournaments. The branding will make its debut at this Saturday’s Super Rugby match in Dunedin, New Zealand where the Lions will play against the Highlanders. Ctrack is familiar with the region given its operational presence in both New Zealand and Australia.

“We are extremely proud to announce our partnership with one of the most successful rugby franchises in the country. Integrity, innovation and quality are three of our values which are reflective in the value eco-system of the Lions Rugby Company. From an innovation point of view, we’ve seen them reinventing themselves over the past couple of years into a winning and formidable team,” said Pierre Bruwer, MD of Ctrack SA.

The rugby season kicked off recently, with round three of Super Rugby currently in full swing and watched by millions of fans across the globe. This is Ctrack’s first major sponsorship in this sport which, for the many rugby fans, is a serious matter and a source of bursting pride and joy.

The Lions have already played in Japan this year and in July will tour to Argentina, adding to the internationalism of the game. “Such exposure enables Ctrack to continue to build its brand globally,” added Bruwer.

“We are really excited about the partnership between Ctrack and our companies. It is truly important that our sponsors and partners receive the value of associating with the brand. The fact that Ctrack is increasing their association this season, has shown that they have been receiving the value as an international brand by leveraging their partnership with us,” said Rudolf Straeuli, CEO of the Lions Rugby Company (Pty) Ltd & Ellispark Stadium (Pty) Ltd.

Ctrack has shown growing commitment to the development of the different sporting codes, and it is evident in its wide variety of sport sponsorships. This is the second associate sponsorship in sport for the global telematics company who, for the last three years, has been the associate sponsor of the successful Titans cricket team. At a community level, Ctrack sponsors the South African Police Service internal head office football association (SAPSHOFA), which includes more than 20 teams.

Ctrack’s relationship with the Lions started two years ago when they branded the east wing of the Ellis Park stadium when the Lions made their return to Super Rugby. “We showed support when it was needed most and today we are proud to be alongside their other sponsors such as Emirates, Bidvest, Canterbury, Fidelity, Xerox, Vox Telecom, Jonsson Workwear, Sun International, USN and 94.7,” Bruwer added.

“After establishing the business thirty years ago in Johannesburg, I am very proud to see us sponsoring the Lions, as this is where it all began for us,” added Nick Vlok, CEO and founder of DigiCore, supplier of Ctrack.