The campaign will see fans being treated to an enhanced stadium experience, comedians selected as ‘Official Unofficial Team Commissioners’ and fresh weekly digital content.

In a thrilling makeover to the competition – sponsored by DirectAxis Financial Services – selected stadiums will bolster their fan experience to include in-stand braai facilities, as well as having Party Stands and a new line-up of DJ’s playing vibey music. The teams, meanwhile, will be led onto the field by their mascots at their home games to a specially-selected theme song. 

The competition’s digital offering will include featured videos of the team mascots and top local comedians – chosen by the teams – attending selected home matches, where they will interact with fans, while a unique “Currie Cup Moment of the Week” will be chosen after each round with entertaining Xhosa commentary. This will be distributed on the Springboks Facebook page, @TheCurrieCup on Twitter and the @bokrugby Instagram page.

“The face of rugby has changed considerably over the last few years and supporters are constantly looking for something new, which has prompted us to try a few fresh ideas with the Currie Cup,” said SA Rugby CEO Jurie Roux.

“With this #Reloaded campaign we are working hand-in-hand with the provinces to not only ensure increased attendances, but also a better in-stadium experience, while also catering for the millions of fans on social media by providing something never seen before in South African rugby.”

One of the key highlights of this year’s campaign will be the ‘Official Unofficial Team Commissioners’, namely Siv Ngesi (DHL Western Province), Bouwer Bosch (Vodacom Blue Bulls), Nicky Van (Toyota Free State Cheetahs), Thabiso Mhlongo (Phakisa Pumas), Jonathan of Radio Raps (Xerox Golden Lions), Simmi Areff (Cell C Sharks) and Malik Kau (Tafel Lager Griquas), who will add a quirky and fun element to the campaign.

Ngesi and Bosch will make their debuts as ‘Official Unofficial Team Commissioners’ at Saturday’s North-South derby between DHL Western Province and the Vodacom Blue Bulls at DHL Newlands in Cape Town.

As an introduction to Currie Cup #Reloaded, a new television commercial has been aired on SuperSport, while radio advertisements will be flighted starting this week in the areas where matches will be hosted.

The Currie Cup #Reloaded. 9 Weeks. 3 home matches. 1 winner!