Bafana Bafana

SAFA poised to score own goal

2011-05-10 10:08
Cape Town - The intended name change of Bafana Bafana could prove to be a devastating move by The South African Football Association (SAFA), generating unnecessary expense and eroding the emotional ties that many fans have with the existing brand.

This is according to Frikkie Herbst, Professor of marketing at the University of Stellenbosch Business School (USB) who says that establishing a comparable international brand like Bafana Bafana will be more expensive than buying, growing and re-enforcing the existing brand.

It recently emerged that Wayne Smidt, owner of Stanton Woodrush (Pty) Ltd, the company that holds 100% of Bafana's trademark rights would sell his trademark at a price tag of R41 million.

According to Herbst, this is not a huge amount when you consider the financial translation of the events that have led to Bafana Bafana becoming a household name.

“The success of the 2010 FIFA World Cup and the dramatic opening goal of the tournament has firmly established Bafana Bafana as a local and international brand. It will be very difficult, if not impossible, to create such a connection to a name without the help of hosting a World Cup,” he says.

Furthermore, as a result of the World Cup, and the years preceding the event, fans from all over the world proudly own Bafana Bafana t-shirts, scarves, beanies and other merchandise.

Herbst says that most fans are unlikely to replace outdated souvenirs with the new brand as the Bafana-branded merchandise represents a sentimental souvenir of a once-in a-lifetime event and not just a team they support.

Herbst believes that the funds spent on creating and building a new brand could be better spent on increasing the brand value of the Bafana Bafana name through improved performance on the field.

“A new name will not change the performance of our team. The funds that seem to be available for a re-branding, if directed towards training, skills development and team selection could have a significant effect on the team’s results and ultimately increase the worth of the Bafana Bafana name.”

He also warns that if SAFA intends to change the name they have to acknowledge the millions of supporters that identify with the current name.

“People need to look at South Africa’s past, especially on an emotional level to understand the way that consumers connect to the Bafana Bafana brand. It is a brand owned by the nation that has been built up over several decades,” concludes Herbst.

Read more on:    safa  |  bafana

Stars shoot down Pirates

2016-05-02 19:27


Read News24’s Comments Policy publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.
Live Video Streaming
  • Blitz
    Mon, 24 Nov 2014 @00:00
  • SS1
    Mon, 24 Nov 2014 @01:00
  • SS2
    Mon, 24 Nov 2014 @02:00
  • SS3
    Mon, 24 Nov 2014 @03:00
Video Highlights
Sport Talk


South African woman learns to surf at aged 70

Anthea Petzer just wants to learn how to stand on her yellow Australian surfboard and carve up the waves.



Extreme Kiteboarding in Pumping Conditions!
The Arctic becomes an unlikely surfing hotspot
A romantic holiday to beat the winter blues
Why should you do a 5k?

Bafana Bafana have been drawn with Cameroon, Gambia and Mauritania in the qualification stages for the 2017 AFCON tournament. Where will Shakes Mashaba's men finish in their pool?

Love 2 Meet
English Premiership flutter

Take Sport24's "expert" tips at your peril...

SuperBru Super Rugby challenge

Enter and challenge Sport24's staff!


As the Absa Premiership nears the Christmas break, a little over half the season remains. Who will be crowned champions when all is said and done? Which teams will be relegated? Stay glued to Sport24 to find out!

Latest blogs

Twitter Follow Sport24 on Twitter

Facebook "Like" Sport24's Facebook page

WIN Enter and win with Sport24!

BlackBerry Stay in the loop on your BlackBerry

RSS Feeds Sport news delivered really simply.

There are new stories on the homepage. Click here to see them.