Amazon South Africa has announced a 12-month partnership with Springbok captain Siya Kolisi that will see the rugby star feature in the retailer’s marketing campaigns whilst the company supports educational programmes run by the Kolisi Foundation.
The collaboration, which runs through to March 2027, will see Kolisi appear across Amazon’s customer experiences and brand initiatives in South Africa. In return, Amazon will partner with the Kolisi Foundation to deliver educational resources and learning labs to underserved communities across the country.
Robert Koen, Amazon managing director for sub-Saharan Africa, said Kolisi embodies resilience, leadership and community values.
“Our vision is to be South Africa’s most loved store. Who better to partner with than the country’s most loved South African?” Koen said in a statement released on Tuesday.
“Siya connects authentically with people from all walks of life and shares our commitment to making a real difference in communities across the country.”
Kolisi, who led South Africa to Rugby World Cup victories in 2019 and 2023, has become one of the nation’s most influential sporting figures. Through the Kolisi Foundation, he works to address inequality through initiatives focused on education, food security and gender-based violence prevention.
The rugby captain said he was drawn to the partnership because of a shared belief that growth should create opportunity for others.
“Through the Kolisi Foundation, we’ve seen the impact that access to education, support and opportunity can have in a young person’s life, and I’m grateful that this partnership will contribute meaningfully to that work whilst connecting with South Africans in a genuine way,” Kolisi said.
The announcement marks Amazon’s latest move to expand its presence in the South African market through strategic partnerships with local figures and community-focused initiatives.
The deal will see Amazon provide crucial educational resources and establish learning labs in underserved areas as part of its commitment to the Kolisi Foundation’s ongoing community programmes.
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