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ODI sponsor Momentum to end Cricket South Africa deal

South Africa's players celebrate against Australia (Photo by RODGER BOSCH/AFP via Getty Images)

Financial services provider Momentum has revealed that it will not be renewing its one-day international sponsorship of the Cricket South Africa (CSA) national governing body when the deal expires next April.

Momentum expressed its dissatisfaction with the “current state of affairs” at CSA, which last month terminated the contract of chief executive Thabang Moroe after an independent investigation found that he had committed acts of “serious misconduct”.

Momentum confirmed that it would continue to serve as naming-rights sponsor of South Africa’s women’s team, which is officially known as the Momentum Proteas. Momentum has been supporting the women’s team since 2013 and will continue to do so until April 2023.

Momentum has held naming rights to all one-day cricket in South Africa since June 2012, with the deal covering one-day internationals, the One Day Cup domestic franchise competition, the National Club Championships, School’s Weeks for U13, U15 and U17 learners and other developmental initiatives such as the Friendship Games and the eKasi Challenge.

The news comes with CSA in the midst of a leadership crisis following the termination of Moroe’s contract. Earlier in August, CSA president Chris Nenzani tendered his resignation, bringing an end to a seven-year tenure that had been beset by persistent allegations of corruption at the organisation.

Carel Bosman, head of sponsorships at Momentum, said: “We will continue our dialogue with CSA to keep them accountable to do the right thing. We all want to see a governing body that is run professionally and ethically, and one that considers all stakeholders to the game. We wish CSA well as they move forward.”

Repeated reports of corruption at CSA prompted headline sponsor Standard Bank not to renew a four-year deal worth between R70m (€3.6m/$4.3m) and R75m per year, with the agreement expiring in April.

The headline rights included branding on the Proteas’ shirts across Test, one-day international and Twenty20 formats of the game.

In June, fast-food restaurant chain KFC extended its sponsorship of CSA, with the deal including title sponsorship rights to T20 internationals and official partner status of the national team. KFC is also the official sponsor of the flagship Mini-Cricket programme.

KFC’s contract for the men’s T20 internationals and sponsorship of the men’s cricket team is for five years, and the mini-cricket programme for three years. According to industry experts, the deal is estimated to be worth between R30m and R40m per year.

CSA signed a new sponsorship deal with telco BitCo Telecoms in May. The deal names BitCo Telecoms as the official internet service provider of CSA and the Proteas men’s national team for the next five years.