Despite filing for bankruptcy in France, Le Coq’s sponsorship of Bafana Bafana, Banyana Banyana, and Stellenbosch FC remains unaffected, ensuring continued support for South African football.
Le Coq, the French apparel company that has been the official kit sponsor for Bafana Bafana, Banyana Banyana, and Stellenbosch FC, has filed for bankruptcy in Paris.
However, fans and players need not worry, as the sponsorship deal with the South African Football Association (SAFA) and Stellenbosch FC will not be affected by the company’s financial troubles.
The French brand, which has been the kit sponsor for South Africa’s national football teams since March 2020, entered a six-month financial observation period in Paris.
This move comes after the company faced significant financial challenges, which were exacerbated by the global pandemic.
Despite these issues, the South African division of Le Coq, including its operations and ongoing sponsorship commitments, will remain intact.
The sponsorship deal between Le Coq and SAFA is set to run until December 31, 2025, and there are no signs that this agreement will be disrupted by the bankruptcy proceedings in France.
In fact, Roger Noades, the sales director for Le Coq in South Africa, reassured the public that the situation in France is not as dire as it may seem.
“You have to understand French law,” Noades explained in an interview with TimesLIVE. “When we say they’re bankrupt, it’s different from what South Africans understand as bankruptcy. It’s more like restructuring a business.”
Noades further clarified that the French office had made substantial investments pre-COVID-19, including millions of euros spent on the Olympic Games and other major events like French rugby.
While there were some outstanding payments, Noades emphasized that the South African operations were thriving, with sales up by 40% in November and December 2022.
Le Coq’s sponsorship of the South African national teams and Stellenbosch FC has remained unaffected by the company’s financial restructuring.
Fans can continue to purchase replica jerseys for Bafana, Banyana, and Stellenbosch at R999 on the Le Coq South Africa website, with no interruptions to the supply or distribution of merchandise.
Noades assured that everything was “100%” in order with the sponsorship deal, and there was no cause for concern regarding the future of the partnership with SAFA and Stellenbosch FC.
This news comes at a time when Bafana Bafana is preparing for their upcoming World Cup qualifier against Lesotho on March 17. They will then travel to Benin a week later for their sixth match in the group stage.
With the national team’s kit sponsorship secure for the next few years, players and supporters can focus on the games ahead without worrying about the financial stability of their kit provider.
Despite the bankruptcy filing in France, Le Coq’s South African operations remain strong and continue to support local football teams.
The brand has also been instrumental in promoting South African football, and their partnership with SAFA has been a positive one since its inception in 2020.
The deal has helped elevate the profile of Bafana Bafana and Banyana Banyana, ensuring that the national teams are well-equipped for international competitions.
While the bankruptcy proceedings in France are still ongoing, there is little indication that they will have any long-term impact on Le Coq’s South African operations.
The company’s strong performance in the South African market, combined with their ongoing commitment to supporting South African football, suggests that the partnership with SAFA will continue without disruption.
For now, Bafana Bafana, Banyana Banyana, and Stellenbosch FC can continue to focus on their footballing ambitions, knowing that their kit sponsor is secure. Fans can rest easy knowing that Le Coq’s financial troubles in France will not affect the teams they support.
