A green-and-gold jersey bearing the leaping springbok. It is synonymous not only with South Africa’s national rugby team, but with the country as a whole. The jersey can be seen in stadiums, pubs and public spaces across the globe.

The Springboks are more than a rugby team; they are one of South Africa’s most recognisable symbols. Think of iconic moments such as Nelson Mandela presenting the Webb Ellis Cup to Francois Pienaar at Ellis Park after the 1995 Rugby World Cup final, John Smit lifting the trophy in 2007 and Siya Kolisi raising it in 2019 and 2023. Think of Clint Eastwood’s Invictus and the Chasing the Sun documentaries.

The team, especially under the guidance of Rassie Erasmus, generates enormous goodwill towards and curiosity about South Africa. Yet considerable potential remains to turn Springbok glory into tourism gold.

“The Bokke are synonymous with rugby, but, more than this, they represent a destination filled with promise and experiences,” says Prof. Elmarie Slabbert, director of the Tourism Research in Economics, Environs and Society (TREES) research unit at the North-West University (NWU).

The Springbok brand’s commercial strength and international reach are measurable. According to Brand Finance’s South Africa 100 2025 report, it was valued at R2.2 billion and ranked as the strongest South African sports team across all sporting codes, with a Brand Strength Index score of 91.9 out of 100. Its research also found that 56% of South African sports fans regarded the Springboks as their favourite team.

Their reach extends well beyond South Africa. World Rugby’s audience research found that the 2023 Rugby World Cup final between South Africa and New Zealand generated 94 million viewing hours globally – more than any other match during the most-viewed rugby tournament in history.

“The value of world-renowned brands such as the Bokke extends beyond the sporting environment. They create an identity, emotional attachment and specific associations, generating tourism opportunities. The Bokke have an international presence and reach markets that traditional tourism campaigns do not. This expands the range of potential visitors who might consider travelling to South Africa,” Prof. Slabbert explains.

Sporting brands can also be valuable assets that contribute to tourism awareness, shape perceptions of destinations and encourage both first-time and repeat visits. According to Prof. Slabbert, the Springboks’ success creates awareness of South Africa and its people while stimulating curiosity about the home of the world champions.

“Strong brand associations make destinations easier to recall and distinguish from their competitors. It is important to remain top of mind. The positive associations surrounding the Springbok brand strengthen South Africa’s international appeal and make tourists more inclined to choose the country over alternative destinations.”

New Zealand has already demonstrated how a successful national rugby team can become a permanent tourism attraction. The All Blacks Experience, which opened in central Auckland in 2020, is a joint venture between New Zealand Rugby and Ngāi Tahu Tourism. Through immersive technology, visitors experience the haka, enter recreations of the team’s changing room and players’ tunnel, hear stories from former players and test their own rugby skills.

The attraction also explores Māori and Pasifika culture and houses an extensive official merchandise store. In this way, New Zealand has transformed the All Blacks from a team that people watch into a national story that visitors can experience throughout the year.

“We are, however, not doing enough to capitalise on the Springbok brand. We need to offer more frequent stadium tours, establish a world-class immersive multimedia interpretation centre – perhaps called the Home of the Bokke, the Green and Gold Experience or the Bokke Experience – create fan zones and expand the range of available merchandise.

“The first official Springbok store opened in Sandton in 2025, extending the brand into a retail tourism experience. Since then, a second dedicated store has opened. We need more stores of this kind to capitalise on the brand. Merchandise carries the Springbok identity into other countries, further extending its value.

“We need to build more permanent tourism experiences around the brand so that travellers can experience both the Springbok story and the story of South Africa through rugby – a sport that has repeatedly demonstrated its ability to bring South Africans together and connect the country with other nations,” she says.
The Springboks have already built the reputation, emotional connection and global audience. South Africa’s challenge is to give international supporters somewhere to experience that story long after the final whistle.