Johannesburg - Absa and the Premier Soccer League (PSL) announced on Wednesday that an agreement has been signed that will extend Absa’s title sponsorship of the Absa Premiership until 2017.
Absa, recent winner of the top banking brand award in the Sunday Times Top Brands survey for the 6th year running, first secured the title sponsorship rights to South Africa’s most sought after prize in soccer in 2007. Wednesday’s renewal will run for five years until the end of the 2016/17 season.
Announcing the deal, the Absa Head of Marketing, Sizakele Marutlulle said: “The Absa Premiership is one of the best-known and most popular sporting properties in Africa and provides excellent support for our business and marketing strategies.
"We are delighted to extend the connection of the Absa brand with the Premiership and its passionate supporters across South Africa.”
“The PSL offers a fixture filled with week in and week out of emotional engagement with the loyal supporters and fans of the beautiful game. Listen carefully when the supporters of PSL clubs converse, they do not say their club won or lost, they say we won or we lost. This is the kind of ownership that cannot be achieved through generic advertising.
“It is astute of Absa to partner with the PSL in the delivery of this exciting Premiership whose winner is not predictable. The excitement is guaranteed to go to the wire. The Absa Premiership has given renewed meaning to the saying, it ain’t over until the fat lady sings," said Dr Khoza, the PSL chairperson.
“In the last two seasons the battle for the Absa Premiership crown have gone down to the last weekend and we look forward to another exciting season kicking off this weekend. We also want to thank the PSL for their support and partnership and look forward to another thrilling five years ,‘’ said Marutlulle.