The Vodacom United Rugby Championship has exceeded expectations in terms of its success and impact on South African rugby.
Against the backdrop of a Loftus Versfeld packed with almost 50 000 fans and with the Vodacom Bulls having played their way into the Grand Final of the Vodacom United Rugby Championship, it’s easy to see why Vodacom CEO Sitho Mdlalose had a broad smile on his face.
“It’s incredible,” said Mdlalose as he reflected on a journey in this competition that has exceeded expectations.
South African dominance
For the fourth consecutive season, a South African team has featured in the Vodacom United Rugby Championship Grand Final. The first three consecutive Grand Finals were hosted in South Africa. And this past season, six of the 13 Vodacom United Rugby Season player and team awards went to South Africa.
Even for a man like Mdlalose, a true rugby man at heart who grew up playing the game and watches every bit of rugby anywhere in the world intently, it’s been a remarkable success story.
“It’s absolutely incredible when you look at the four seasons and the impact it’s had on South African rugby. For four seasons in a row, to have a South African team in the final and have three finals hosted in South Africa for three of the four seasons, is phenomenal for South African rugby and for us as a partner. It’s a credit to all the players and coaching staff.”
Captured the imagination
When it came to the end of Super Rugby and the beginning of a new era in the Vodacom United Rugby Championship, there was understandably a concern around how this new competition would resonate with South African rugby fans. There were northern hemisphere teams involved that many South Africans had never heard of or seen play before. But four seasons later, there is no doubt that it’s hit the mark and this competition has captured the imagination of South Africans.
“Clearly the hope and expectation was that this could be big, and everyone who has been involved has always believed that. But the outcome has just been magical. As a sponsor we’re so privileged to be a part of it,” says Mdlalose.
Local derby power
“Then we’ve had the sub plot of the Vodacom United Rugby Championship, and that has been the power of the local South African derbies. That’s been quite phenomenal.”
The South African derbies have indeed set a benchmark in this competition, and which was clearly seen by the fact that the Vodacom Bulls’ semi-final against the Hollywoodbets Sharks far outsold the Pretoria team’s quarterfinal the weekend before against Edinburgh, and also played at Loftus.
As a sponsor and partner of South African rugby, Mdlalose is clearly delighted with the growing success of the competition.
Test stars
But it’s speaking as a pure rugby fan where his eyes truly sparkle at what these four seasons have meant.
“I think for me as a fan, the different brand of rugby has been so entertaining. There is something about this northern and southern hemisphere mix that brings out the best in world rugby. Before we could only experience this during a few Tests and the autumn internationals. But we have been able to experience that fully now. We’re seeing teams packed with Test players competing against each other every weekend. It’s been phenomenal for what it’s brought for the South African rugby fan.”
