Criteria and Exclusions

At DirectAxis, we often sponsor events, projects and brands that offer a significant return as well as support the building of a better South Africa.

We will consider sponsorships for projects that:

  • Speak to our purpose of giving South Africans the power to build better lives
  • Has a national footprint
  • Offers excellent marketing return

There is so much wonderful work happening in the community, exciting events and talented individuals. Unfortunately, we cannot assist everyone. Below you will find a list of projects and requests we will not be able to fund.

  • Sponsorship of Community sports teams, individual or recreation clubs for tours and exchanges
  • Fundraising event requests to purchase tickets to gala events, raffles, contests, competitions
  • Requests to pay for tickets to conferences, workshops and member subscriptions
  • Political or quasi-political bodies, trade unions, religious organisations and faith-based organisations.
  • Meeting the costs of collecting donations from others
  • Endowment trusts
  • Commercial ventures (e.g. closed corporations and other for profit activities) with no community benefit
  • Loans and investments
  • Blood sports and Gambling
  • Individual school donation requests
  • Projects that denigrate, exclude or offend communities, individuals and groups
  • Projects that involve the taking of unnecessary risks and/or which may put public safety at risk.
  • Projects that create environmental hazards.
  • Once off events
  • Any request that benefits a family or an individual (such as financial aid, medical or other requests).
  • Operational costs and salaries, other than those included in our systemic investments or related to the coordination of a sponsorship property

If your project meets the criteria and is not listed in the exclusions, please send your application to sponsorship@directaxis.co.za. While we try to answer all emails, if you have not heard from us in 14 days, please consider your application unsuccessful. 

We also offer social investment grants to non-profit organisations via the FirstRand Foundation, which require no marketing return. For grant applications please email firstrandfoundation@tshikululu.org.za

  • DirectAxis

  • 24%


    of customers use loans for consolidation

  • 24%


    of customers use loans for renovations

  • 12%


    of customers use loans for education