ABSA AND RUGBY TRANSFORMATION
The CEO of Absa Group has put her weight/endorsement behind the call for the transformation in rugby, with specific reference to the Absa Currie Cup. Absa is probably the longest serving sponsor/partner of rugby in South Africa and I support their call to address the imbalances of the past or the lack of representation of more players of colour in the provincial teams, who participate in the Absa Currie Cup.
I attended the historic semi-final of the Super 14 in Soweto earlier this year; watched the finals at home, and the most obvious thing, which stood out for me, was the lack of black (African, Coloured and Indian) players in both South Africa teams. Absa's argument/concern is valid, because its client base is far more representative of the South African population. Their silence on the matter might be seen by a large percentage of their customer base, as support for the lack of transformation in rugby, and that they are insensitive to the issues, which has affected and still affect many people in South African.
Rugby is not Absa's core business and they are not implying that they want to run or interfere with the management of rugby in South Africa. They have a 25 year partnership with SA Rugby, at almost all levels of the sport. As a long-serving financial partner of SA Rugby, Absa is within its rights to voice their concerns when there are issues in the partnership/relationship, which are impacting on their brand and associated perceptions. Absa is not involved in rugby, soccer or any other sponsorship, because they are "nice" or because someone likes a particular sport, art or environmental programme. These are business decisions, with stated objectives to assist them to grow their business, improve relationships with their stakeholders and change perceptions about their brand. The perceived lack of transformation in rugby is impacting on their image and reputation; they are expressing their concern with their partner, because of their commitment to all their stakeholders (customers, staff, media, community, shareholders, government, SA Rugby and the international community).
Transformation, Affirmative Action and BB BEE will always invoke emotions from both sides. We are all affected by it, and it will remain part of our business, social and individual existence for generations to come, unless we deal with it appropriately. Unfortunately for Absa, some of their loyal farming clients have indicated that they want to move their accounts to other banks, because of the emotional element associated with the debate. Absa might lose a few clients, but they will gain a great deal of respect from a wider audience.
It's never easy to enter into the so-called political and emotive debates for any company, but Absa is contributing to the sustainability, development and all-inclusiveness of rugby. Their concerns are valid, authentic and it makes business/social sense in the bigger scope of things. Absa is trying to rid itself of the perception that they only serve one segment of the population and this bold step is an illustration of their commitment to contribute to the prosperity of South Africa and all its people.
This is not a power leverage exercise by Absa, its imperative for their brand, their business and all stakeholder wellbeing. If we remove the sensitivity and emotions from the debate, we will realise that it makes sense and that they are exercising their right as an active partner and financial sponsor of SA Rugby.
It's in the best interest of the entire country...Unity Beyond Belief is possible...
