When nearly half a million South Africans watched the Springbok Women make history at the World Cup this year, Vodacom’s landmark partnership with SA Rugby was already building the infrastructure to make such moments possible.

Something shifted in South African rugby this year. Not on the fields of Loftus or Ellis Park, but in lounges, taverns and offices across the country where nearly half a million people tuned in to watch the Springbok Women take on New Zealand’s Black Ferns in the World Cup quarterfinals.

That number – 484 265 viewers – represents a 135% increase from the previous year’s biggest audience. More importantly, it represents a threshold being crossed. Women’s rugby in South Africa has moved from the margins to the mainstream, and Vodacom’s new landmark partnership with SA Rugby puts us squarely behind this transformation.

The sponsorship deal announced in August makes Vodacom the official telco partner for every level of South African rugby:

  • The Springbok men’s and women’s teams in both 15s and sevens
  • Junior teams
  • Development squads
  • The Carling Currie Cup
  • The SA Cup
  • And the planned Women’s Super League.

It’s the most comprehensive partnership in SA Rugby’s history.

But the real story isn’t just about what we are sponsoring – it’s about why, and what it means for the future. 

A watershed year

The Springbok Women’s 2025 World Cup campaign rewrote the record books. For the first time in history, the team reached the quarterfinals. For the first time, they beat a Top 10 ranked team when they defeated Italy 29-24. Over 1.27 million unique viewers watched their four World Cup matches – the most-watched Springbok Women’s games ever.

These numbers are proof of what happens when investment meets opportunity and when belief translates into action.

The team showcased remarkable innovation during the tournament. Nadine Roos epitomised their evolution, playing scrumhalf, flyhalf and fullback with equal versatility, and even serving as a line-out jumper. In their quarterfinal against New Zealand, the Springbok Women deployed all 15 players in a line-out maul – an unconventional tactic that drew international attention and showed strategic boldness on the world stage.

From symbolic to systemic

Globally, women’s rugby reached new heights in 2025. World Rugby chief Alan Gilpin called the Women’s World Cup “the greatest of all time”, with the final drawing 81 885 spectators and 5.8 million UK television viewers – more than any men’s rugby match up to that point in 2025, according to The Athletic.

However, growth at the elite level only matters if it creates pathways for the next generation.

SA Rugby introduced the first Under-16 Elite Player Development camp for girls this year. The inaugural Betway Women’s Club Championship featured 16 teams. The U20 Women’s Tournament expanded to 14 teams. And crucially, plans are under way for a professional women’s league launching in 2026, featuring 180 to 200 players who can focus on rugby full time.

These initiatives represent the structural change that transforms aspiration into achievement. As a South African rugby supporter, your daughter can be a Springbok – not as a distant dream, but as a tangible possibility.

Connecting to our purpose

This is where Vodacom’s expanded partnership moves beyond traditional sponsorship into something more meaningful.

“We are proud to strengthen our partnership with SA Rugby in giving our game unprecedented exposure and reach at every facet of fan involvement and especially growing the women’s game,” says Sitho Mdlalose, CEO of Vodacom South Africa. 

“This partnership aligns with our commitment to equity, inclusion and driving positive social change in our communities and now, on our rugby fields.

“Rugby unites South Africans. This comprehensive partnership means fans now get even closer to the action – whether it’s watching the Springboks, celebrating rising stars, or enjoying extraordinary fan experiences across the country.”

Sitho’s words are a direct connection to our purpose – specifically to how we empower people through equity and inclusion.

Equity means ensuring women’s rugby receives comparable support, visibility and resources. Inclusion means creating pathways that welcome talent from all 15 provincial unions, from communities historically excluded from the sport. Empowerment means giving 180 to 200 women the opportunity to pursue professional rugby careers in 2026.

Our expanded rugby partnership helps to create this ecosystem, enabling talent to be identified, nurtured and elevated.

The Champions Network

Vodacom continues to demonstrate our position as the Champions Network for Champion Teams and Competitions, celebrating a shared passion for excellence and national pride.

This positioning takes on deeper meaning when you consider the journey many Springbok Women have made. Coach Swys de Bruin has spoken about players who grew up facing poverty and hardship, yet developed the discipline, skill and teamwork to compete at the World Cup. Their resilience mirrors the broader South African story – one of overcoming obstacles through determination and collective effort.

The partnership with SA Rugby spans three decades, evolving from the 1995 World Cup through the Super Rugby era to today’s United Rugby Championship and the emergence of professional women’s rugby.

What this means for us

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As Vodacom employees, this partnership gives us both pride and purpose.

Pride because our company is backing meaningful change, not just placing logos on jerseys. We’re investing in the infrastructure that allows women’s rugby to grow sustainably – from U16 camps identifying future stars to the professional league launching next year.

Purpose because this aligns with the work we do every day. Just as we’re building networks that connect Africa for a better future, we’re supporting rugby structures that connect communities and create pathways for young women to pursue their potential.

Building the network of the future

The professional women’s league launching in 2026 will be a defining moment, says Rian Oberholzer, CEO of SA Rugby. The 2029 Women’s World Cup in Australia is SA Rugby’s stated target – not just to participate, but to contend for the title. With the infrastructure being built, the talent being developed, and partners like Vodacom providing support across the entire ecosystem, that ambition is grounded in reality.

When those 484 265 viewers watched the Springbok Women face the Black Ferns this year, they witnessed more than a quarterfinal match. They witnessed the future arriving ahead of schedule. And we’re helping to build the network – both literally and figuratively – that makes that future possible.