Sport Industry Group

Absa extends PSL title sponsorship- 9 Aug 2012 00:00:00

Absa and the Premier Soccer League have announced that an agreement has been signed, extending the title sponsorship package of the Absa Premiership until 2017 – ending an uncertain time for the League.

Last week, chair of the Premier Soccer League (PSL) Irvin Khova denied rumours of a sponsor crisis after announced a new deal with MTN, the day the contract for the MTN8 Cup was set to expire.

Absa first secured the title sponsorship of the PSL in 2007, and Wednesday’s renewal will run for a further five years until the end of the 2016/17 season.

Announcing the deal, the Absa head of marketing, Sizakele Marutlulle said: ‘The Absa Premiership is one of the best-known and most popular sporting properties in Africa and provides excellent support for our business and marketing strategies.’

‘We are delighted to extend the connection of the Absa brand with the Premiership and its passionate supporters across South Africa.’

‘The PSL offers a fixture filled with week in and week out of emotional engagement with the loyal supporters and fans of the beautiful game. Listen carefully when the supporters of PSL clubs converse, they do not say their club won or lost, they say we won or we lost. This is the kind of ownership that cannot be achieved through generic advertising.’

Dr Khoza, the PSL chairperson, added: ‘It is astute of Absa to partner with the PSL in the delivery of this exciting Premiership whose winner is not predictable. The excitement is guaranteed to go to the wire. The Absa Premiership has given renewed meaning to the saying, it ain’t over until the fat lady sings.’