Redditch outsourcing company announces South African rugby partnership

By Nicky Godding

2 July 2021

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Business and contact centre outsourcing specialist Sigma Connected has announced its is to be the main title sponsor for Johannesburg-based rugby union side the Lions.

The new partnership will begin this weekend with Sigma’s branding appearing on the team shirts for Saturday evening’s match against the British & Irish Lions at Emirates Airline Park in Johannesburg.

Sigma, which offers “white label” customer contact centre services across the energy, water, retail, and financial services sectors, will also have its logo on the team’s playing shorts later this year during the United Rugby Championship in Europe and be the club’s main sponsor for the Currie Cup competition.

The company employs 3,00 staff between its offices in Redditch, Worcestershire, Birmingham, South Africa and Australia.

Gary Gilburd, chief executive of the Sigma Connected Group said: “It is an absolute privilege to be a new title sponsor for the Lions’.

“To have our brand appearing on the player’s shirts for the first time on Saturday evening in the showpiece match against the British and Irish Lions is a wonderful way to kick-off our partnership.

“We are sure Lions fans are in for a great match and we are thrilled that we can be associated with such a huge sporting event here in Johannesburg.

“As a business we are expanding with hundreds of new jobs set to be filled by the end of this year – but we also want to see our partnership with the club develop in the future and play our part in supporting the club, its fans, and the next generation of young Lions.”

By Nicky Godding

Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe.

After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts.

She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.