IN A NUTSHELL
- South African Rugby Union has locked in Oakley as the official eyewear supplier to the Springboks
- The partnership will see Oakley equip South Africa’s national rugby teams with its performance eyewear
- The collaboration brings together two globally recognised brands rooted in performance, innovation and culture
The Springboks have welcomed another global brand into their growing commercial lineup, with Oakley signing on as the eyewear supplier to South African Rugby Union and South Africa’s national rugby teams.
The World Cup champions are backed by a strong portfolio of sponsors, including FNB, Pick n Pay, Nike, Coca-Cola, Betway and Castle, to name a few.
The new partnership brings together one of the world’s leading performance eyewear brands with one of the most successful teams in international rugby, creating an alliance built on innovation, precision and excellence.
For Oakley, the collaboration is about much more than supplying sunglasses. The brand has long operated at the intersection of elite sport and contemporary culture, designing eyewear trusted by world class athletes while maintaining a strong presence within fashion and lifestyle.
That philosophy aligns naturally with the Springboks, whose influence today extends far beyond the rugby field.
Whether arriving at training, travelling between international fixtures or representing South Africa on the global stage, the partnership positions Oakley as part of the team’s everyday performance and lifestyle journey.
SA Rugby CEO Rian Oberholzer described the partnership as a meeting of two brands committed to pushing boundaries, highlighting rugby’s demands for clarity, precision and resilience.
Oakley’s Sports Marketing Manager, Seth Hulley, called the collaboration a natural alignment of performance, heritage and global ambition, adding that it creates opportunities to inspire both athletes and supporters.
Meanwhile, Luca Magni noted that the Springboks represent far more than sporting success, describing the team as a symbol of identity, unity and cultural pride that resonates well beyond rugby.
As brands continue looking to connect with sport through authentic storytelling, this partnership reflects a growing trend where performance and lifestyle increasingly move together. For the Springboks, it also strengthens their position as one of the world’s most commercially influential national teams.
