ASG Renew Their Interest in the Springboks
The Ackerley Sports Group (ASG) has reignited its interest in investing in the commercial rights of the Springboks, South Africa’s iconic rugby team. After their initial proposal failed to secure the necessary support in December 2024, ASG is now working on a revised strategy to bring financial growth and stability to South African rugby.
Initial Proposal and Rejection
In early 2024, after dominating the international rugby results by securing back-to-back World Cup victories, the Springboks became the focus of a bold move by the Ackerley Sports Group (ASG) to invest in their commercial rights.
The R1.3 billion proposal aimed to secure a 20% stake in a proposed Commercial Rights Corporation (CRC), which would manage the Springboks’ and SARU’s revenue-generating assets.
Despite initial interest, the proposal was rejected in December 2024 when seven out of 13 SARU unions voted against it, falling short of the required 75% approval threshold.
Renewed Interest and Adjustments
In January 2025, ASG reignited discussions about their potential investment in South African rugby. Recognising the need to address the concerns of SARU’s member unions, the group announced plans to collaborate with a professional adviser and explore partnerships with South African consortiums.
These adjustments reflect ASG’s commitment to tailoring their proposal to meet the needs of all stakeholders. ASG founders Chris and Ted Ackerley emphasised that their strategic expertise could bring immense value to SARU.
Their approach focuses on seizing international opportunities and enhancing the commercial performance of South African rugby, creating long-term financial stability for the sport.
The Role of Private Equity and Government
ASG’s interest in the Springboks is part of a growing trend of private equity investments in professional sports. Partnering with ASG could provide SARU with the resources and expertise needed to boost revenue streams.
With rugby unions facing increasing financial pressures in a competitive global market, such investments are becoming more important than ever.
South Africa’s sports minister, Gayton McKenzie, has publicly opposed the ASG proposal in January 2025, stating that “the time has come for us to move on.” However, ASG has also recently quoted McKenzie in their statement expressing support for private equity as a means to strengthen South African sports teams.
This conflicting narrative adds complexity to the negotiations, with McKenzie’s broader support for strategic investment still influencing the discussions.
Looking Ahead
ASG’s renewed interest highlights their confidence in the Springboks’ commercial potential. Their adaptive strategy and collaboration with South African partners could secure SARU’s financial future and keep the Springboks competitive globally. The coming negotiations will be key to realising this partnership.