South African cricket will lose its ODI sponsor, Momentum in April 2021 after which the contract of the sponsorship will expire and the company intends no longer to renew its contract.
Momentum, a financial services company, has stated that “it is not satisfied with the current affairs of CSA regarding governance and other reputational issues.”
Considering the deteriorating Cricket South Africa, losing its major sponsor will further leave its impact and will lead the CSA to more trouble. It will only increase the South African Sports Confederation and Olympic Committee (SASCOC) concerns with CSA’s finances.
On Tuesday afternoon, the company confirmed that it will not renew its sponsorship to international ODIs, the franchise one-day cup, the national club championships, the under-13, under-15, and under-17 school’s weeks, and development initiatives including the Momentum Friendship Games and the eKasi Challenge.
Carel Bosman, head of sponsorships at Momentum said, “We will continue our dialogue with CSA to keep them accountable to do the right thing. We all want to see a governing body that is run professionally and ethically, and one that considers all stakeholders to the game.”
However, the only positive note from the ongoing disputes within the Cricket South Africa is that Momentum will continue to sponsor the national women’s team until 2023. The company also indicated that it will keep pressure on CSA to resolve its administrative crisis.
Bosman said, “We have been extraordinarily proud of our role in supporting the advancement of the women’s team and remain committed to that sponsorship agreement. Our continued support of the Momentum Proteas is in line with our brand narrative and we will continue to shine a light on their talent, build their commercial value and enable them on their journey to success.”
Momentum has sponsored the national women’s team since 2013 when the first set of contracts were awarded to the players.
Momentum becomes the second major sponsor to withdraw from its services and business from Cricket South Africa after Standard Bank chose not to continue its collaboration with the Test team. A collaboration that first went from 1998 to 2011 and then from 2016 for a four-year period now ended in April 2020. Soon, after the news from Standard Bank was made public, Momentum issued Cricket South Africa a six-condition ultimatum that included the removal of president Chris Nenzani and vice-president Beresford Williams.
In recent times, South African players have also raised their voices to resolve the issues before it is too late. Among the players were their limited-overs captain, Quinton de Kock. Other notable players include Faf du Plessis, David Miller, Kagiso Rabada, Dean Elger with others who have expressed concerns and demanded CSA to focus on positive before irreparable damage is caused and said that this may be the last chance we have to change direction and save the game.