The South African Sports Confederation and Olympic Committee (SASCOC) and local fitness, sport and outdoor retailer, Mr Price Sport proudly announced today the renewal of their partnership, extending their sponsorship until the 2028 Los Angeles Olympic and Paralympic Games reaffirming its commitment to supporting local athletes on the world stage. The renewal was proudly negotiated by Flash Sponsorship.
Following the conclusion of their highly successful four year partnership that spanned from the Tokyo 2020 Olympics through to the Paris 2024 Games, both organizations have committed to continuing their winning formula. The renewed multiyear agreement sees Mr Price Sport continue as the Official Apparel sponsor of Team South Africa for all major Games.
“Team South Africa, Mr Price Sport & Flash have literally and figuratively been on a journey together since 2019, in conditions that have forged an incredible bond between the parties.” says Flash Managing Director Richard van der Schyff. “Under extremely trying conditions which included the Tokyo 2020 Olympics & Birmingham 2022 Commonwealth Games taking place under Covid-19 conditions, we have all played our respective parts to ensure that Team South Africa have had the best chance of success, on and off the field, delivering excellence at those times when it mattered most.We are humbled to have played our part in the renewal of this incredible partnership and are excited about what the future holds. We look forward to continuing to deliver excellence and to winning more medals, but most of all to creating more memories along the way.” concludes van der Schyff.
The new four-year deal encompasses, amongst many other events, the 2026 Winter Olympics in Milano Cortina, Italy; the 2026 Commonwealth Games in Glasgow, Scotland; the 2026 Youth Olympic Games in Dakar, Senegal; the 2027 African Games in Egypt, and the 2028 LA Olympic and Paralympic Games.
Nozipho Jafta, Chief Executive Officer of SASCOC, expressed her excitement about the extension of this relationship: “To see two proudly South African brands come together is always special, and we appreciate the support from Mr Price Sport. When our athletes look good, they are indeed destined to perform at their best. We look forward to seeing our athletes on the podium as they compete around the world”.
The partnership will see Maxed Elite, Mr Price Sport’s high-performance sportswear brand, provide athletes with competition and training apparel engineered to support peak performance and showcasing world-class design, innovation, and functionality rooted in South African pride, ensuring South Africa’s top athletes are equipped to compete with confidence on the global stage.
Philippa Feher, Head of Marketing for Mr Price Sport said, “Sport unites our nation, and we are proud to continue our journey with Team South Africa. Through Maxed Elite, we are not only providing athletes with technical, high-performance apparel, but also celebrating the spirit of excellence, resilience, and national pride that defines South African sport. Best of all, Maxed Elite is available in Mr Price Sport stores nationwide, giving every South African access to the same brand worn by Team SA.”
“This partnership is more than apparel, it’s about building a legacy and inspiring future generations of South African athletes,” added Anthony Findlay, Managing Director of Mr Price Sport.
Mr Price Sport remains committed to investing in sport and making high-quality performance gear accessible to all South Africans, from grassroots players playing their first game to first time gold medallists.
The original partnership, brokered by Flash Sponsorship in 2019, marked a historic moment as the first time South African athletes were outfitted by a local sportswear brand at major international competitions. The collaboration has been praised for its innovative designs, technical performance, and celebration of South African heritage.
President of SASCOC, Barry Hendricks, summarised the importance of the extension of this relationship: “This renewal confirms that SASCOC and its partners are on the same track in providing support to the Team South Africa athletes. Thank you, Mr Price Sport, for this shared vision, and we look forward to developing the same synergy with other existing and potential corporate businesses in South Africa, as we build towards the LA28 Games, providing support to our athletes, coaches and National Federations. The potential of our athletes can only be nurtured and maximised through this support”.
About SASCOC
SASCOC is responsible for promoting and developing a strategic framework for high-performance sport in South Africa.
SASCOC also serves as the controlling body for sport in the Republic of South Africa and oversees the preparation and delivery of Team South Africa to all multi-sport international competitions, including, but not limited to, the Olympic Games, Paralympic Games, Commonwealth Games, World Games, African Games, and Region 5 Youth Games.
About Maxed Elite
Maxed Elite is the high-performance sportswear brand from Mr Price Sport, designed and tested for athletes who demand the best in functionality, innovation, and style. Worn proudly by Team South Africa and available to all South Africans through Mr Price Sport stores nationwide, Maxed Elite empowers athletes at every level to perform at their peak.
About Flash Sponsorship
Flash is a specialist sponsorship marketing consultancy that focuses on commercial rights.
We represent a handful of established well-respected rightsholders, and our purpose is to seek out and match them with like-minded partners that are looking to connect and engage with their fans and athletes. Our strategic direction and creative solutions provide a fresh way of delivering on partner expectations for rightsholders via simplified commercial structures that are measurable.
