Bafana name change would be ‘damaging’

2011-05-10 09:22

Changing Bafana Bafana’s name would be more expensive for the SA Football Association (Safa) than buying the rights to the existing name, the University of Stellenbosch Business School said today.

“The success of the 2010 Fifa World Cup and the dramatic opening goal of the tournament has firmly established Bafana Bafana as a local and international brand,” professor of marketing Frikkie Herbst said.

“It will be very difficult, if not impossible, to create such a connection to a name without the help of hosting a World Cup.”

This was because of emotional ties many people had forged with the Bafana Bafana name and the fact that many had bought South African-branded merchandise as souvenirs.

He argued that many fans would be reluctant to purchase new merchandise if the team got a new name.

Stanton Woodrush Ltd, the company which registered the Bafana Bafana trademark 18 years ago, said today the two parties met last week to negotiate the possible sale.

The asking price was estimated at R41 million.

Herbst said this was “not a huge amount” considering the events that had been associated with Bafana Bafana.

“The funds that seem to be available for a re-branding, if directed towards training, skills development and team selection could have a significant effect on the team’s results and ultimately increase the worth of the Bafana Bafana name,” he said.

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