The Lions Rugby Company has announced a partnership with Sigma Connected that will see the brand become the title sponsor of the Lions for the Currie Cup season.
The sponsorship launched with the Lions’ tour match against the British & Irish Lions at Emirates Airline Park on 3 July.
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The branding of Johannesburg and Cape Town-based Sigma, which offers ‘white label’ customer contact centre services across the energy, water, retail, and financial services sectors, will also be on the playing shorts later this year during the United Rugby Championship in Europe.
Sigma Connected employs 3,000 people at its offices across South Africa, Birmingham (UK) and Brisbane (Australia). It is part of the Johannesburg-headquartered, Digicall Group.
“What a privilege to be able to promote our new Sigma Connected brand on a global scale by launching our partnership with the Johannesburg-based Lions for the big match against the British & Irish Lions. As a business currently operating on a 50/50 split between the UK and South Africa, our support as a business is equally split between the two sets of Lions,” said CEO of Sigma Connected Group, Gary Gilburd.