Mr Price Sport extends partnership with SASCOC as official apparel sponsor for Team SA

From left to right: Nozipho Jafta (SASCOC CEO), Mhlengi Gwala (Para Triathlon), Chad Ho (Chair of Swimming South Africa Athletes’ Commission), Zakithi Nene (Athletics), Alwande Sikhosana (Wheelchair Tennis), Mpumelelo Mhlongo (Para Athletics), Bridgitte Hartley (SASCOC Athletes’ Commission), Khotso Mokoena (SASCOC Athletes’ Commission Chairperson), Barry Hendricks (SASCOC President) and Anthony Findlay (Managing Director of Mr Price Sport).

Local fitness, sport and outdoor retailer, Mr Price Sport is proud to announce the renewal of its partnership with the South African Sports Confederation Olympic and Paralympic Committee (SASCOC), reaffirming its commitment to supporting local athletes on the world stage. On Wednesday, the two organisations signed another four-year agreement designating Mr Price Sport as the official apparel sponsor for Team South Africa.

As part of the renewed agreement, Maxed Elite, Mr Price Sport’s high-performance sportswear brand, will continue as the official apparel partner for Team South Africa for the multi-coded Games where SASCOC will deliver the team. Athletes will be proudly kitted in Maxed Elite performance wear at upcoming international events, showcasing world-class design, innovation, and functionality rooted in South African pride.

The partnership will see Maxed Elite provide athletes with competition and training apparel engineered to support peak performance, ensuring South Africa’s top athletes are equipped to compete with confidence on the global stage.

The previous four-year relationship, first saw the Maxed Elite brand worn by South African athletes at the Tokyo 2020 Olympic and Paralympic Games, which were postponed to 2021 due to the Covid-19 pandemic. In that period Team South Africa proudly showcased the world-class apparel at several multi-coded Games, up to the stylish and proudly South African-inspired designs at the recent Paris 2024 Olympic and Paralympic Games.

The new four-year deal encompasses, amongst many other events, the 2026 Winter Olympics in Milano Cortina, Italy; the 2026 Commonwealth Games in Glasgow, Scotland; the 2026 Youth Olympic Games in Dakar, Senegal; the 2027 African Games in Egypt, and the 2028 LA Olympic and Paralympic Games.

Recognised as the world’s most globally representative multi-sport event, the Olympic Gamesfeature 35 sports and attract over 200 nations. The Paralympic Games, the largest multi-coded event for athletes with disabilities, encompass 22 sports and involve over 96 nations. Mr Price Sport’s commitment to excellence is reflected in its development of activewear tailored for a multitude of sporting disciplines.

Philippa Feher, Head of Marketing for Mr Price Sport said, “Sport unites our nation and we are proud to continue our journey with Team South Africa. Through Maxed Elite, we are not only providing athletes with technical, high-performance apparel but also celebrating the spirit of excellence, resilience and national pride that defines South African sport. Best of all, Maxed Elite is available in Mr Price Sport stores nationwide, giving every South African access to the same brand worn by Team SA.”

Nozipho Jafta, Chief Executive Officer of SASCOC, expressed her excitement about the extension of this relationship: “To see two proudly South African brands come together is always special, and we appreciate the support from Mr Price Sport. When our athletes look good, they are indeed destined to perform at their best. We look forward to seeing our athletes on the podium as they compete around the world.”

“This partnership is more than apparel, it’s about building a legacy and inspiring future generations of South African athletes,” added Anthony Findlay, Managing Director of Mr Price Sport.

Mr Price Sport remains committed to investing in sport and making high-quality performance gear accessible to all South Africans, from grassroots players playing their first game to first time gold medallists.

President of SASCOC, Barry Hendricks, summarised the importance of the extension of this relationship: “This renewal confirms that SASCOC and its partners are on the same track in providing support to the Team South Africa athletes. Thank you, Mr Price Sport, for this shared vision and we look forward to developing the same synergy with other existing and potential corporate businesses in South Africa, as we build towards the LA28 Games, providing support to our athletes, coaches and National Federations. The potential of our athletes can only be nurtured and maximised through this support.”