Hyundai, the South Korean automobile heavyweight, has significantly expanded its commercial tie-up with the South African Rugby Union (SA Rugby) governing body.
After initially being unveiled as a sponsor of the body's junior representative national teams and tournaments in April, Hyundai has now added to that deal by becoming the vehicle partner of the men's and women's rugby union senior national teams, and of the equivalent Sevens sides.
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At the time of the original tie-up, GlobalData Sport valued the partnership at $100,000 annually – that will now increase with this deal expansion,
SA Rugby has now had a fleet of Hyundai vehicles made available to the federation for transporting staff and players.
Activations around the tie-up will begin during the upcoming home test match swing, in which the Springboks will face off against Italy (twice), and Georgia, over the next few weeks.
Late last month, SA Rugby extended and expanded its tie-up with sports betting brand Betway for a further four years.
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By GlobalDataIn expanding the deal, Betway will now sponsor both the men’s and women's national teams, as well as the equivalent sevens sides.
According to news outlet Rapport, as of late June, the value of the Springboks’ sponsorship portfolio has increased from around R420 million ($23.2 million) last year to around R800 million ($44.3 million) in 2025.
In terms of recent Hyundai commercial activity, mid-June saw the brand renew and expand its tie-up with Spanish soccer heavyweights Atletico Madrid, through 2026-27.
Hyundai will provide all-electric and hybrid vehicles to all men’s and women's first team players and staff.
Additionally, Hyundai branding will be present across the club’s 70,460-capacity Metropolitano Stadium, including at electric vehicle charging points.
In late May, meanwhile, the ASEAN Football Federation (AFF), the regional governing body for Southeast Asian soccer, secured Hyundai as the new title sponsor for its premier ASEAN Championship competition.
