The mobile operator will sponsor the South African leg of the HSBC World Sevens Series for the next three years, after agreeing terms in record time.
The tournament will bare Cell C’s name for the first time during the tournament which runs from 8 to 9 December.
In September, Blue Label Telecoms secured the naming rights for the Proteas squad for all T20 International matches through to the end of March 2013.
“We are delighted to welcome Cell C to the family of rugby sponsors for the first time,” said Jurie Roux, SARU CEO. “The Cell C NMB Sevens is a fun event presented in an innovative way and the fit with a fun and innovative company such as Cell C is perfect.
“They’ll bring new ideas to the event to further engage supporters, and we’re looking forward to developing our partnership over the coming years. The NMB Sevens is a fantastic event and this is fantastic news for the tournament.”
Roux said the deal was concluded in record time: “What was impressive was the fact we were able to conclude the deal in less than a week,” he said.
“It proved to us Cell C’s enthusiasm for getting involved with rugby and the NMB Sevens.”
“Sevens rugby is fast-paced, aggressive, young and fresh – all traits that sound much like Cell C. We are pleased to be a part of this young version of the game and to partner with SARU to bring Sevens Rugby to South Africans,” said Cell C chief commercial officer, Jose dos Santos.
SARU is expecting a total attendance of 80,000 for the two-day event, which made its debut in Nelson Mandela Bay in 2011. Ticket prices have been fixed at last year’s prices for the event, meaning fans can watch a full day of Sevens action for as little as R80.