The well-known household brand becomes the first in its category to join the Springboks and all national teams as part of OMO’s campaign to champion resilience, perseverance, and the belief that every challenge – every “stain” – is an opportunity from which to grow.
The partnership was unveiled at an action-packed event at the Inanda Club in Sandton on Thursday where sports stars, media, and influencers “got down and dirty” in a series of fun sporting activities.
Rian Oberholzer, the CEO of SA Rugby, welcomed the partnership, highlighting its significance for South African sport: “Rugby is more than a game. It’s a test of resilience, endurance, and unity, the attributes with which OMO is associated.
“This is a new relationship for us in a category we have not partnered with before and one that ensures we take rugby into the heart of the South African household. We look forward to exploring this new relationship in a new dimension for rugby over the coming years,” added Oberholzer.
OMO’s confirmed this represented a bold move into sport for the brand as part of its #StayUnbeatable movement, recently launched with a powerful TV commercial featuring Olympian Caster Semenya that brings to life OMO’s philosophy of “Play On” by sharing that true growth comes from pushing forward, no matter how messy life can get.
Mphothe Elizabeth Mokwena, Unilever’s Homecare Marketing Lead for Southern Africa, said: “Champions aren’t made in clean jerseys. They’re made in sweat, in struggle, and in the stains of their game. The game only moves forward if you do. So, you have to keep going. You have to play on no matter how tough the game gets. Because we’ll wash off the sweat, struggle and stains, but the victory? That stays.”
As part of OMO’s movement, Semenya stands alongside SA Rugby, a symbol of national pride and perseverance, proving that some stains don’t hold you back – they push you forward.
The Unilever partnership is for four years and also includes the renewal of its Dove sponsorship, which now extends across all South Africa’s national rugby teams.
About OMO:
OMO is a global leader in fabric care, known for its "Dirt Is Good" philosophy, which encourages people to embrace life’s challenges and grow through experience. Now stepping into the world of sport, OMO is committed to supporting athletes, inspiring resilience, and proving that no stain is too tough to tackle.
