SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

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30 Nov 2014

In January 2014, South African telecommunications company Cell C acquired the naming rights to the Sharks, a rugby union team competing in the South African Currie Cup and the Super Rugby competitions. The three-year, multi-million-rand deal saw Cell C replace retail company Mr Price Group, which had held the title sponsorship since 2000.

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