South African unit of cement making giant Lafarge has acquired the naming rights to Orlando Stadium, home to South Africa’s premier league (PSL) powerhouse, Orlando Pirates, after both parties agreed to a lucrative deal last week. The deal will see the Orlando Stadium now called the ‘Lafarge Orlando Stadium’ starting from next season.
Originally constructed in 1959, the Orlando Stadium, located in Soweto, is a high profile landmark in the city and has a long history of sporting excellence. The stadium also played a significant role in political struggles during the apartheid era. In 2008, the Orlando Stadium was demolished and rebuilt. With the reconstruction coming with a price tag of R280-million, the new Orlando Stadium, with a capacity of 35,000 was completed just in time for the greatest sports event in African history; the 2010 FIFA World Cup. Whilst official matches were not held at the Orlando Stadium, the stadium featured heavily as it was a venue for training sessions for some of the world’s greatest players. South African national team SMSA’s CEO, Jacques Grobbelaar has revealed the body’s delight with the deal suggesting that the synergy between both brands made a partnership possible. “There is good brand synergy between Lafarge South Africa and the Orlando Stadium: in particular in their long-standing commitments to sustainable development in local communities. I am passionate about skills transfer and look forward to Lafarge contributing their strength in this area and their experience with education upliftment in disadvantaged communities.” According to reports, full branding of the stadium is currently underway as the Lafarge brand will enjoy prominent presence in and around the stadium as part of the terms of the naming rights agreement. Reports also indicate that the stadium will be relaunched in May after branding has been concluded.
Alta Theron, Lafarge South Africa’s Country Marketing Manager, has since described the branding of the stadium as exciting. “The exciting branding project with Orlando Stadium will emphasise that we have always been, and always will be, very much a part of the South African community,” he said.
Similarly Lafarge will enjoy significant media mileage courtesy the partnership. A prime example of the media potential this offers will be the Soweto derby- South Africa’s historical derby between Kaizer Chiefs and Orlando Pirates. With the game broadcast worldwide in tens of millions of households, Lafarge South Africa will enjoy priceless media mileage as the stadium will be referred to as the Lafarge Orlando Stadium.
Adopting the model established by Stadium Management, South Africa could help various clubs and sports federations monetize venues on the continent thus opening up a critical source of revenue in Africa’s sports sector.
