Nike, Adidas, Puma, And Kappa In Bidding War For Bafana Sponsorship

The South African Football Association (SAFA) is facing a bidding war as Nike, Adidas, Kappa, and Puma compete to become the kit supplier for all national teams.

Sportswire has learned from a high-ranking source that SAFA will soon meet with its current kit sponsor, Le Coq Sportif, to discuss a way forward.

SAFA’s deal with Le Coq Sportif expires on 31 December, but the two parties will likely part ways before then, with SAFA securing a new kit sponsor due to early termination of the current contract.

“SAFA and Le Coq Sportif will meet soon for an early settlement to pave the way for a new sponsor,” the source said. “We have many potential replacements lined up.”

Le Coq Sportif is facing financial difficulties in France and recently filed for bankruptcy. However, Le Coq Sportif SA has assured SAFA that this does not affect its operations in South Africa.

Le Coq Sportif took over from Nike in 2020 on a five-year contract. Sources within SAFA have told Sportswire it was the worst kit deal they have ever had, despite Le Coq Sportif’s history as a sponsor of Argentina when Diego Maradona led them to the 1986 FIFA World Cup title in Mexico.

Diego Maradona won the World Cup in a shirt made by Le Coq Sportif Credit: Getty

They also sponsored Aston Villa when the English Premier League side won the European Cup in 1982. However, they have not lived up to that expectation with SAFA.

Sportswire has been informed that Bafana Bafana and other national teams sometimes have to wash their kits between games, a situation that has persisted for some time. This issue could have given SAFA grounds for termination, but they were assured by Le Coq Sportif that things would improve after the challenging COVID-19 period. However, improvements have not materialized.

The source added that even if Le Coq Sportif attempts to extend the contract with SAFA, they will not be interested due to the poor service they have received.

Complaints about the national team’s kit have surfaced before. Banyana Banyana star forward Jermaine Seoposenwe previously criticized Le Coq Sportif for its lack of quality on social media, stating that she sometimes wished to express her concerns publicly but was prevented from doing so by contractual obligations.

Other complaints include the Protea emblem peeling off the shirts, which has angered SAFA, which attributes the poor quality to local manufacturing by a low-cost producer.

Le Coq Sportif, having filed for bankruptcy, also parted ways with the French rugby national team after a legal battle with the French Rugby Federation over £4.5 million in alleged unpaid sponsorship fees. France wore Le Coq Sportif kits during the 2023 Rugby World Cup, where they lost to the Springboks in the quarterfinals in what was one of the most exciting games in Rugby World Cup history. The French Rugby Federation has since replaced Le Coq Sportif with Adidas.

Le Coq Sportif was also responsible for Team France’s sportswear for the Paris 2024 Olympics.

Le Coq Sportif SA’s Roger Noades was unavailable for comment.

All the potential sponsors interested in taking over from Le Coq Sportif at SAFA, such as Puma, Nike, Adidas, and Kappa, already sponsor clubs and national team in South Africa.

Nike, former sponsor of Kaizer Chiefs, is currently a sponsor of the South African Rugby Union. Puma sponsors Mamelodi Sundowns. Adidas, a previous sponsor of Bafana Bafana during the 2010 FIFA World Cup, sponsors Orlando Pirates, while Kappa sponsors Kaizer Chiefs. These existing relationships could facilitate a smooth transition for any of these brands to take over as SAFA’s kit supplier.