This is how much the Springboks are worth

The Springboks may be one of the favourites to win the 2023 Rugby World Cup, but they are certainly not the most valuable rugby brand.

According to Brand Finance’s Rugby 10 2023 ranking, the All Blacks – brand value up 52% from 2019 to U$282 million (R5.3 billion) – are listed as the most valuable rugby brand.

The birthplace of rugby, England, is in second place, with its brand value up 71% to $264 million (R5 billion)

World Cup Hosts France and South Africa’s quarter-final challengers are in third, with its brand value increasing by 84% to $159 million (R3 billion).

Ireland – brand value up 94% to $150 million (R2.8 billion) and Wales – brand value up 23% to USD132 million (R2.5 billion) – complete the top five.

The Springboks only crack sixth place, with a brand value increase of 44% to $117 million (R2.2 billion)

Although the brand has grown by nearly half since 2019, the weakening rand meant that the country dropped out of the top five as Ireland climbed from sixth to fourth.

Strength

However, the Springboks have retained their fourth-placed ranking in the strongest brands ranking, with a brand score of 81.4, an increase from the 80 in 2019.

“The Springboks’ improved brand value, in addition to brand strength, is off the back of its 2019 World Cup win and current form. Captained by Siya Kolisi, the national team brand is led by a highly valuable and inspiring role model that adds to the strength and value of the brand,” Brand Finance said.

“In addition to the 2019 Rugby World Cup win and current performances, brand value growth has been helped by the increase in sponsorship revenue.”

“Notwithstanding the ongoing commitment from MTN and First National Bank, a 2022 six-year deal with Nike as South Africa Rugby’s apparel provider has helped the increase in brand value.”

Moreover, actual commercial sales of new jerseys do not impact as merchandise sales only started in July of this year.

That said, limited quantities, high prices and limited distribution partners for new jerseys could affect future brand valuations.

“Springbok replica jerseys are the largest-selling national sports item in South Africa, and limited supply and high pricing may result in a significant secondary “knock-off” market that will impact SA Rugby’s commercial revenue,” Brand Finance added.

Although the All Blacks are still the world’s strongest rugby brand, their score has dropped significantly from 94.9 in 2019 to 88.9 in 2023.

On the other hand, France’s brand strength has grown significantly to 83.9, boosted by the excitement of a home World Cup and a team that plays exciting rugby.

Brand Finance added South Africa has the highest following of rugby of any of the 40 major economies researched at 45%.

This is double that of England and France, which are the next two markets. However, it should be stressed that the Pacific Islands and New Zealand were not included in the research.

Additionally, Brand Finance’s Global Soft Power Index shows that top rugby nations are more likely to see South Africa as a leader in sport – averaging 11th place vs 19th globally, with slightly more familiarity due to South Africa’s success on the sports field.

“They do, however, give South Africa a lower overall Soft Power Index, demonstrating that the exposure and sporting perceptions are not rubbing off on other areas, and perhaps the greater familiarity has made people more aware of flaws in Governance, Education, and People & Values, where South Africa scores relatively weakly,” Brand Finance added.

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