SA Rugby Signs Oakley as Eyewear Partner Across National Teams
Image by Oakley & Business of Sports Africa (BOSA)
SA Rugby has added a marquee name to its commercial roster, signing performance eyewear and lifestyle brand Oakley as the official eyewear partner of the Springboks and every national team under the union's banner.
The partnership ties one of the world's most recognisable sports optics brands to a rugby programme with global reach, extending Oakley's footprint in South African sport while giving SA Rugby a partner built around the same language of performance, precision and endurance that defines the game on the field.
"As a globally respected performance brand with deep roots in sport, Oakley shares our commitment to excellence, innovation and pushing boundaries at the highest level," said Rian Oberholzer, CEO of SA Rugby. "Rugby is a game that demands clarity, precision and resilience, and this partnership brings together two brands united by a passion for high performance and inspiring athletes and supporters alike. We look forward to a successful relationship."
Oakley’s partnership tie-up, reads as a strategic alignment of heritage and ambition.
"I am extremely excited and proud to announce this partnership between Oakley and the Springboks, which feels like a natural alignment of performance, heritage and global ambition," said Seth Hulley, Sports Marketing Manager at Oakley.
"This brings together a brand synonymous with innovation and athlete precision with a team that embodies resilience and national pride, creating a platform that goes far beyond sponsorship to truly inspire fans and athletes alike."
The partnership also leans into the space where sport meets culture. Oakley has long built products that perform at the elite level while carrying a distinct lifestyle identity, and the deal gives SA Rugby a route deeper into that market, whether players are training in Johannesburg, moving through the streets of Cape Town, or competing on the world stage.
Luca Magni, Head of Performance Sports Marketing at Oakley, framed the alliance in cultural terms.
"The Springboks are more than a team. They are a symbol of identity, unity and cultural pride that transcends the game of rugby," he said. "At Oakley, we're drawn to athletes and teams who shape sport beyond performance, influencing how it's seen, felt and lived. This partnership is about celebrating that impact and building something that connects sport, culture and community in a meaningful way."
