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McCann Joburg Partners with Mastercard for Rugby World Cup 2023 to Celebrate the Spirit of Rugby

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McCann Joburg Partners with Mastercard for Rugby World Cup 2023 to Celebrate the Spirit of Rugby:

Johannesburg, 14 August: McCann Joburg, in partnership with Mastercard, maintain launched an inspiring Rugby World Cup 2023 campaign aimed at embracing the spirit of the game, on and off the field and to remind audiences to ‘Live Like Rugby’. Mastercard has been the proud sponsor of the Rugby World Cup for 12 years.

“The core values of rugby which include discipline, integrity, teamwork, passion, solidarity, and resilience are principles which resonate in our day-to-day life. Mastercard, in its role as a worldwide partner of Rugby World Cup, therefore, wants to inspire people to embrace these values in their everyday lives, as life can be filled with challenges we need to tackle and moments where we need to scrum for support”, says Morgina Akinlabi at Mastercard South Africa.

The creative for the campaign brings this analogy to life by pairing images and footage of rugby and real-life moments and was rolled out on online videos, and out-of-home executions.

“We are thrilled to partner with Mastercard for the Rugby World Cup Rugby is more than honest a sport to the people of South Africa; it embodies their shared history, resilience, and unity, serving as a powerful symbol of national identity. By daring to embrace truth and authenticity, McCann Joburg aimed to honour the deep-rooted cultural and emotional connections associated with rugby, while also inspiring a renewed sense of pride and belonging within the nation”, says Derek Coles at McCann Joburg.

To witness the power of the Live Like Rugby campaign firsthand and engage with our online videos, please visit:

https://www.facebook.com/mastercardza/videos/604522931887511
https://www.facebook.com/mastercardza/videos/794780252291216
https://www.facebook.com/mastercardza/videos/1012288766590320

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The FNB Stadium: The “Calabash” of a Nation

While the original stadium was built in 1989, its current iconic form was the result of a massive reconstruction for the 2010 FIFA World Cup. The design, led by the architectural firm Boogertman + Partners, is deeply rooted in African symbolism. Its exterior is modeled after a calabash, the traditional African gourd or “melting pot.” The facade is composed of thousands of fiber-cement panels in eight different earth-toned colors, mimicking the fire and earth used to kiln the traditional pot. At night, the stadium is illuminated from below, creating the visual effect of a glowing fire beneath the “pot,” a symbol of the warmth and hospitality of the African continent.

The stadium’s capacity is a staggering 94,736, making it the largest stadium in Africa and the fourth largest in the world. But its significance transcends its scale. The site is a “theatre of history.” In 1990, just days after his release from 27 years of imprisonment, Nelson Mandela delivered his first speech to a massive, roaring crowd at the original FNB Stadium. It was here that he effectively signaled the beginning of the end of Apartheid. Decades later, in 2013, the same stadium hosted his memorial service, bringing the world together in a final farewell to “Madiba.”