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RMB sponsorship aids success for two great South African oarswomen

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ADVERTORIAL

Sports sponsorships are a tricky business. With stadium attendances declining and TV audiences facing a barrage of viewing alternatives, corporates are confronted with ever-increasing challenges to justify the budgets required to achieve their sponsorship objectives. For Rand Merchant Bank (RMB), however, a partnership with rowing made sense almost immediately. And even though they are only a few months into their official sponsorship relationship, RMB’s investment has already been richly rewarded.

In the last few months of 2017, two South African national oarswomen – Kirsten McCann and Sandra Khumalo, both of whom form part of rowing’s RMB National Squad – excelled on the international rowing scene, both on and off the water.

The women did South Africa proud at the 2017 World Rowing Championships in Florida, USA. McCann won gold in the lightweight single sculls event, making her the first South African woman to hold a world championship rowing title. Khumalo, who lost the use of her lower body in a car accident in 2005, placed a respectable fifth in the 2 000 metre para-rowing event – which is double the usual distance for disabled rowers.

“Winning gold at world champs is what every rower aims for,” says McCann. “Being up on the podium with the South African flag around my shoulders is a feeling that’s impossible to describe. You forget all about the super-early mornings, the training camps, the cramps and blisters, the missed social events. All you feel is joy and pride, like your heart wants to burst. It’s truly incredible.”

Khumalo, who rowed for South Africa in the London 2012 and Rio 2016 Paralympics, describes a similar sense of elation.

“The years since my accident have been surreal. Never in my wildest dreams did I imagine that I would represent South Africa on the global sporting stage. It has been a truly amazing journey. I have learnt so many lessons along the way – like how the right attitude can turn a tragic event into something positive, and how hard work and commitment will always pay dividends.”

Both women were also honoured off the water during 2017. Khumalo was selected as an ambassador for the Toyota Mobility Foundation’s $4-million Mobility Unlimited Challenge. The challenge calls on techies around the world to create game-changing technology to help improve the mobility and independence of people with paralysis.

“As a para-rower I understand the power of the freedom to move and how useful technology can be in helping the body to function more effectively,” she says. “In sport, as in life, small changes can make a huge difference. The smart technology that comes out of the Mobility Unlimited Challenge could transform people’s lives in ways we can’t begin to imagine.”

McCann’s big “off-the-water” achievements included being selected as a finalist for the South African Sportswoman of the Year title, and being nominated as South Africa’s only finalist at the World Rowing Awards.

“Being selected as a finalist at the South African Sports Awards was a definite sign that rowing is seen as a serious sport in the country,” she says. “I was delighted and honoured to have been nominated alongside Caster Semenya, who ultimately took the title – very deservedly, in my opinion.

“Similarly, being nominated at the World Rowing Awards entrenched South Africa’s position as a major player on the world rowing scene.”

RMB and Rowing South Africa (RowSA) connected for the first time at a networking event in late 2015. At the time RMB was doing some internal “myth-busting” – a process to delve deep into its corporate psyche to establish what really sets it apart in the market. It was around this time, and as part of this process, that RMB CEO James Formby introduced the analogy “focus on the boat”, which is a call to concentrate on the things you can control in order to navigate through any challenging macro or micro environment.

Formby himself was a rower at university and so he has an understanding of what makes rowing unique as a sport.

“You need the right combination of people in the boat, with everyone performing at their peak,” he says. “Each person has a specific role to play in helping the boat to reach maximum velocity. Split-second timing, mental fitness and a strong sense of unity are the key ingredients for a successful rowing squad.

“In addition, you need to be able to read the race. Conditions are constantly changing. You have to be able to read the environment and make changes in the boat to ensure you stay on course.”

“This analogy resonates with me when thinking about what sets RMB apart. And so our association with rowing was a natural fit from the start, and well worth pursuing.”

“We did a brand exercise and discovered that our purpose, values and strategy have a lot in common with those of rowing. For both brands, the higher purpose is to win for those whose trust we hold. For us this means our clients and other stakeholders; for rowing it’s about bringing back the gold for South Africa.”

RMB is thrilled by Khumalo and McCann’s achievements.

“As the proud sponsor of the RMB National Squad, we would like to salute these two phenomenal women for making waves in international waters,” says RMB’s head of brand, Lucy Lightfoot. “We look forward to seeing the RMB National Squad going from strength to strength as we head to the 2020 Tokyo Olympics – and beyond!”

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