DirectAxis expands into the Currie Cup
04 August 2016
DirectAxis is the new proud partner of the Currie Cup.
The Cape Town based financial services company, part of the FirstRand Group, signed the four-year contract with SA Rugby today (Thursday, 4 August).
It’s involvement in rugby began two years ago when it started a successful and ongoing sponsorship of False Bay Rugby Club, which plays its home games near DirectAxis’ Cape Town campus.
More recently it launched a television advertising campaign which depicts the story of a young rugby player who is able to realise his dreams thanks to his father receiving a DirectAxis personal loan.
“Our business is predicated on assisting people who aspire to a better life and who want to take advantage of life’s opportunities, whether this is helping to fund education, start a business or extend their homes. Similarly sport gives people opportunities to better their lives. Sport involves teamwork, dedication and courage to succeed, values we hold in high esteem at DirectAxis.” says Mark Finlayson, CEO of DirectAxis Group.
He says the move from sponsoring club rugby to the Currie Cup was a natural progression.
“As the world’s oldest rugby competition the Currie Cup has unrivalled pedigree. More importantly it is the engine room for Super Rugby and ultimately the Springbok selection. It will also be critical in the transformation of South African rugby – all of which are very compelling reasons to support it.”
DirectAxis is exploring a number of initiatives to leverage the sponsorship including fan activations at games. It will expand its existing successful scholarship program to offer R250 000 in scholarships to deserving young fans throughout the course of the Currie Cup.
It will also give away hundreds of tickets each weekend to underprivileged learners.
Details of these initiatives will be announced soon.