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ASG to acquire Springboks commercial rights

The Ackerley Sports Group (ASG), a sports-focused investment business established by private investment firm Ackerley Partners, is on the verge of securing control over the commercial rights to the South Africa national rugby union team, the Springboks, according to a report by Johannesburg’s Business Day.

If the proposed deal goes through, ASG will acquire a 20% stake in a newly formed commercial rights company for $75m, paid over four years.

The deal will be voted on by SA Rugby (SARU) member unions, which govern the reigning world champion Springboks, on 17 October.

Formed in 2023 by Ackerley Partners’ founders, brothers Christopher and Ted Ackerley, ASG will take three of seven voting seats on the board of the newly created Commercial Rights Company (CRC). The group will also have the authority to appoint the board’s chair, and will be allowed to sell its stake after eight years, according to Business Day.

SARU clarified that while ASG will control the commercial aspects of the brand – including sponsorships, broadcasting, and licensing – the core rugby operations of team management, coaching, and competition oversight, will remain under SARU’s control.

However, concerns have been raised by a “disgruntled” franchise, which flagged “several red flags” in the proposed agreement. According to the report, the franchise is wary that ASG will hold a majority control on the CRC’s board, despite owning only a minority stake. Additionally, the private equity firm will reportedly obtain a “perpetual license” to the Springboks’ commercial rights, sparking concerns over long-term control.

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