LIFT Airline Deepens Rugby Play with Vodacom Bulls, Isuzu Bulls Daisies Sponsorship
Image by Lift
LIFT has added the Vodacom Bulls and the Isuzu Bulls Daisies to its sports sponsorship roster, signing on as Associate Domestic Airline Sponsor for both Pretoria-based rugby teams in a deal that extends the airline's push into South African sport.
The agreement covers domestic travel for players and management of both squads between Johannesburg, Cape Town and Durban, tying LIFT's route network directly to the teams' playing and training schedules. It arrives on the back of a strong season for the Blue Bulls Company's rugby operations: the Vodacom Bulls reached the 2026 United Rugby Championship final, while the Isuzu Bulls Daisies went unbeaten to claim a fourth consecutive Women's Super League title.
"As a brand that proudly supports local talent, we warmly welcome the Bulls teams on board. This valuable partnership strengthens LIFT's presence in South African sport and connects us with a highly engaged national fan base" says Cilliers Jordaan, Chief Commercial Officer at LIFT. "The team's ambition, performance culture and deep supporter loyalty make them a strong fit for our growing brand, and we're especially pleased to demonstrate our commitment to supporting the continued growth of the sport," Jordaan says.
"We're proud to partner with LIFT, as they're known for creating memorable experiences and connecting people, something that rugby strongly embodies," says Edgar Rathbone, CEO of the Blue Bulls Company. "Seamless domestic travel is vital for keeping our men's and women's squads at the top of their game throughout a gruelling season. Partnering with an airline that shares our passion for performance, innovation, and community makes complete sense, and we look forward to soaring to new heights together both on and off the field."
The partnership will be visible through match-day branding at Loftus Versfeld, alongside digital content and CRM activity aimed at LIFT's customer base.
The deal fits a pattern playing out across South African rugby, where operating costs and travel logistics for professional squads are increasingly underwritten by service-sector sponsors rather than pure branding plays. LIFT, a domestic-only carrier built on undercutting legacy players like FlySafair and Airlink on price, attaching itself to two of the country's most decorated rugby franchises is a low-cost route to national visibility and a built-in travel customer base of players, staff and supporters moving between the same three cities the airline already serves. The bundling of the men's and women's programmes under one sponsorship - rather than sponsoring the Vodacom Bulls alone - also signals where women's rugby sits commercially in South Africa right now: still attached to the men's programme's sponsorship budget rather than commanding independent sponsor interest, even with the Daisies' title record outpacing the men's team's.
