The Netball World Cup’s title sponsor has pulled the plug on its deal less than three weeks out from the first centre pass.
Medical insurance company Vitality were set to hold naming rights to the tournament but a statement on Tuesday night confirmed it was “unable to reach a mutually agreeable partnership” with World Netball.
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The Netball World Cup gets underway in Cape Town on July 28.
The first signs of trouble emerged with a tiny detail in the Australia Diamonds’ kit reveal on Monday ahead of their departure for South Africa in the coming days.
Coloured tape covered the Vitality logo on all of the uniforms.
“It was our intention to be the title sponsor of the Netball World Cup 2023. Regrettably, following negotiation, we were unable to reach a mutually agreeable partnership,” Vitality’s parent company Discovery said.
“Discovery is therefore focusing its support for netball on the national teams in South Africa and England, namely the Proteas and the Vitality Roses.
“Discovery is committed to female sport in South Africa and abroad, and to netball.”
South African companies Telkom and Spar will now share top billing as the World Cup’s major sponsors.
But the Vitality announcement marks a significant backflip.
When the partnership was announced in February, the company hailed the sponsorship as a commitment to removing inequalities in sport.
“We’re thrilled to play a role in hosting the most prestigious event of a sport that’s so loved, both locally and around the world,” Discovery chief marketing officer Firoze Bhorat said.
“As always at Discovery, we remain focused on inspiring South Africans to get more active.
“This year, we aim to lend support not just to the talented athletes of our national team, but also more broadly to promote the most popular sport for women in the country.
“Given the inequity of sponsorship in sport, this is a deliberate indication of our support for women in sport.
“We believe that through the sport of netball we will be able to inspire South African women and girls to live more active, healthier lives by playing the sport they love.”
Australia’s Diamonds are pitted against Zimbabwe, Tonga and Fiji before a likely meeting with England in the second stage of group play.
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