Lions Rugby Company has officially entered into a significant three-year media partnership with Primedia, a prominent player in South Africa’s media and entertainment sector. This collaboration aims to enhance the Lions’ profile and engagement through Primedia’s extensive Sport and Entertainment offerings, marking an important development for both organizations.

As the Lions prepare for their upcoming and highly anticipated match against the Sharks in the 2024 Currie Cup Final at Emirates Airline Park, this partnership is set to improve the fan experience and expand the reach of rugby in Johannesburg and beyond. Primedia will utilize its diverse portfolio, including well-known brands such as 947 and Primedia Out-of-Home, to deliver comprehensive coverage and engagement opportunities for Lions supporters.

Positioning Primedia at the Forefront of Sports Media: This partnership highlights Primedia’s commitment to leading the Sport and Entertainment industry in South Africa. By integrating innovative media strategies and fan engagement initiatives, Primedia seeks to create a platform that connects fans with the Lions in new and meaningful ways. The collaboration will focus on providing extensive match coverage, interactive experiences, and community-driven initiatives that celebrate the culture of rugby.

Leadership Insights: Tobie Badenhorst, Vice-President of Primedia Sport, commented on the partnership: “We are excited to partner with the Lions Rugby Company, a team that embodies the spirit and passion of South African rugby. This collaboration goes beyond media coverage; it’s about building a vibrant community around the sport. We are dedicated to showcasing the Lions and their journey in a way that resonates with fans and enhances the rugby experience in Johannesburg and beyond.”

Bongumusa Makhathini, CEO of Primedia Out-of-Home, stated: “This partnership presents a unique opportunity to combine our strengths in media and community engagement with the rich heritage of the Lions Rugby Company. By working together, we can create impactful experiences that celebrate the sport and foster a deeper connection between the team and its supporters.”

Pieter Burger, CEO of Lions Rugby Company, remarked: “This partnership with Primedia comes at a crucial time for us as we continue to build momentum. Primedia’s unmatched reach and influence in the media landscape will undoubtedly help us engage more meaningfully with our supporters. We are excited to bring our fans closer to the action, not just in the stadium but across all platforms, as we look to make Emirates Airline Park a fortress once again.”

Looking Ahead: The partnership officially begins in September 2024 and will run through June 30, 2027. It aims to enhance visibility for both the Lions and Primedia while driving community engagement and brand activation in the sporting arena. Fans are encouraged to rally behind the Lions during the Currie Cup final, showcasing their support as the team embarks on its quest for glory.