Rassie Erasmus Seeks to Rebrand Springboks' Global Image

South Africa's rugby team aims to shed its 'bully' reputation and enhance its international appeal.

Rassie Erasmus, South Africa's director of rugby, acknowledges the need to change the Springboks' aggressive image to attract global support and sponsorship.
Despite their success, the Springboks' reputation as 'bullies' has hindered international corporate interest compared to rivals like New Zealand.
Erasmus admits past actions contributed to their negative perception and expresses a desire to change this narrative for future coaches and players.
SA Rugby is engaging global PR firm Wasserman to improve the Springboks' image and explore new commercial opportunities in markets like the Middle East and the US.
The team is evolving its playing style, focusing on a more attacking game, while maintaining its traditional physical strength.