Vodacom joined the South African Rugby Union (SARU) sponsorship family a year after launching in South Africa as a sponsor of the 1995 Rugby World Cup.

The following year, Vodacom extended its partnership with SARU to include the Vodacom Super 12, the pre-eminent men’s rugby union competition in the Southern Hemisphere which is now known as Super Rugby.

"We are delighted that Vodacom have renewed their sponsorships with us for a further five years," said SARU chief executive Jurie Roux.

"We have worked well together for more than two decades and we have no doubt that our partnership will grow even stronger in the next five years."

Super Rugby officially started in 1996 with 12 teams from Australia, New Zealand and South Africa.

The competition was known as Super 12 through to the end of the 2005 season, after which the name was changed to Super 14 with the addition of two teams for the 2006 season.  

Following the expansion to 15 teams for the 2011 season, the competition was rebranded as Super Rugby.

"We have travelled a long and exciting journey with Vodacom as the Super Rugby competition transformed from the Super 12 to Super 14 and then the 15-team Super Rugby competition, and the tournament will take another exciting turn next season with the introduction of the Southern Kings, Japan’s Sunwolves and the Jaguares from Argentina," added Roux.

"Their new deal as an associate sponsor of the Springboks will also be exciting as it allows them to have an increased brand presence on Test match days."

Vodacom’s Godfrey Motsam, chief officer: consumer business unit, said: "One of the keys to a successful business is loyalty, and given our long association with the Super Rugby competition and the Springbok brand, it was an easy decision to renew the sponsorships for another five years.

"The Vodacom Super Rugby competition is one of the toughest and most popular tournaments in world rugby; it is a privilege to be associated with it.

"We have the same loyalty toward the Springboks, because our passion for rugby aside, they have established themselves as one of the top teams in the world and it remains one of the most well-known brands in the world.

"We are looking forward to another mutually-beneficial partnership with SARU in the next five years."

Vodacom is one of a number of sponsors who have either renewed or signed new deals with SARU in the past two weeks.

Among them are Tsogo Sun, Southern Africa’s premier gaming, hotel and entertainment group, and market-leading sports drink Energade, both of which have agreed new five-year sponsorship deals.

OUTsurance has been welcomed to SARU’s family of sponsors with the insurance giant committing to supporting the SA Rugby Referees for the next three years.

Another new addition is Bidvest Car Rental, named the official car rental supplier to the Springboks and SARU for five years.