MultiChoice has signed a five-year sponsorship deal with the South African Football Association.
The agreement will focus on the more than 40,000 referees officiating in SAFA-organised matches and will also support SAFA’s Project Equity initiative.
As part of the deal, MultiChoice’s Showmax video-on-demand service will become the sole and exclusive global SAFA official referee sponsor until 2025. Referees will henceforth officially be known as the Showmax SAFA referees.
Referees’ kits will be redesigned and rebranded to showcase the Showmax logo across all levels of South African football. It is hoped the deal will also help ensure referees and match officials are aware of the latest innovations and techniques when it comes to officiating.
The deal further strengthens MultiChoice’s presence within South African football. Last month, the group’s DStv satellite television service acquired naming rights to the top-tier Premier Soccer League in a five-year deal. DStv replaces South African banking group Absa as the league’s title sponsor.