South African Breweries, Hollywoodbets and Pineapple forked out the $3m (about R58m) that helped the SABC obtain sub-licence rights to broadcast the Rugby World Cup (RWC) from MultiChoice.
In return, the three companies will receive advertising during the two-month tournament. Without their contribution, SABC viewers would have faced a broadcast blackout of the 10th edition of the tournament in which defending champions South Africa are chasing a record fourth title.
Last week the Sunday Times reported that MultiChoice wanted $2m for the rights. It has now been established that the company had been holding out for $5m.
The last-minute deal enabled South Africans without pay TV to watch hosts France defeat New Zealand 27-13 in the opening match on Friday night.
Insiders said that SAB, through Castle Lager, funded the lion’s share of the deal.
SAB vice-president for marketing Vaughan Croeser said: “The opportunity to partner with our national broadcaster to provide access for all South Africans to the RWC and foster national unity as we back the Boks was an easy decision to make.”
At a time when South Africa faced many challenges, “the RWC provides us an opportunity to unite and be reminded of the very best of what it means to be proud South Africans”.
It would have been an absolute tragedy if the SABC did not show the World Cup
— Pineapple co-founder Marnus van Heerden
Pineapple co-founder and CEO Marnus van Heerden told the Sunday Times yesterday that “it would have been an absolute tragedy if the SABC did not show the World Cup”.
“We are glad that we could help to get it over the line. Unfortunately, we are under very strict nondisclosure to reveal the amount, but it was a substantial investment.
“We get direct exposure during the matches that are broadcast on SuperSport. But we thought it was also important for our brand value to be aligned with a wider audience because we are very big on giving access to financial services to people who previously did not have access,” he said.
“We really wanted to focus on the RWC itself. Also, when you look at the Webb Ellis Trophy, there is a little pineapple at the top of it. Maybe it’s a sign we had to get involved.”
The SABC was able to show the opening ceremony on Friday and also has rights to broadcast the closing ceremony next month. It will broadcast all matches in which the Springboks play and has rights to two quarterfinals, one semifinal, the final and the playoff for third place.
An insider close to the negotiations said the SABC had sports minister Zizi Kodwa to thank for the breakthrough.
“MultiChoice people were taking a hard stance; they were not prepared to budge. Kodwa had to use his influence and they eventually relented and took the $3m the SABC was able to produce.”
Kodwa declined to comment beyond saying he welcomed the agreement.
On Friday eMedia CEO Khalik Sherrif blasted MultiChoice for its decision not to allow the SABC to broadcast Rugby World Cup 2023 matches on the OpenView platform.
The broadcast company, which owns eNCA and OpenView, has sent a letter to MultiChoice expressing its disappointment and demanding a response from MultiChoice before 6pm on Friday, the day the World Cup kicks off in France.
• See Business Times
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