Super Rugby is undergoing a revolution. Under new Rugby Australia CEO Phil Waugh, matches are faster-paced and higher-scoring, with Australian teams at their most competitive in years. Now, Super Rugby and Super Rugby Women’s have secured a naming rights partner in print and mailing solutions company SMARTECH Business Systems, beginning with the 2025 season.
Crowds have responded positively to the sport’s changes, with attendance and viewership surging this year. Average match attendance across the first five rounds of Super Rugby grew by 34% year-over-year in 2025, while viewership has increased by double digit percentages in Australia, New Zealand, and Fiji.
As the sport is revitalised, SMARTECH CEO Vincent Nair says there is a crucial opportunity to renew rugby’s place in corporate culture. This can help forge authentic relationships between clients and companies, he says.
Azzet spoke with Nair about these naming rights partnerships and rugby’s ability to build bridges in the corporate world.
How did SMARTECH's naming rights partnerships with Super Rugby and Super Rugby Women's come about?
We felt that it was the perfect time to align our values and ethos. Rugby Australia was going through a leadership change and we grabbed the opportunity to jumpstart the conversation about rugby on a national level. We wanted to do something meaningful and impactful, and at the same time provide a space for SMARTECH to be distinct with its purpose. Becoming the naming rights partner of both the men’s and women’s competitions is grounded on the sport’s inclusive culture going forward.
Where does your own interest in rugby come from?
As someone born in the rugby nation of Fiji, I see it beyond just a sport but a part of personal and national identity. My parents immigrated to Canada when I was very young. I have always played sport and played soccer at a very senior level in North America. Whilst growing up, I played and dabbled with rugby and a lot of my childhood friends went on to become some of the great rugby sevens players around the world. My DNA is inked into either winning or losing or playing in good or bad teams. When a competitor wants to wage a war, you take away their ability to wage one. It is the same in sport. If the other team is going to win the game you are in, change your game strategy and your position structure. You have to be game fit and very focused to know where the game is headed — and shift and change with it.
How does SMARTECH plan to boost rugby’s position in corporate and office culture through these partnerships?
In business, you need to be agile and adapt to challenging circumstances beyond your control. This mirrors the resilience that rugby is centred on. Having won Employer of Choice in 2023 and 2024 off the back of very high Employee Satisfaction surveys and with a sticky business strategy, SMARTECH sets benchmarks and creates a platform of confidence and experience for our leadership teams to engage with all employees.
We want to reignite rugby’s significance in corporate culture: connections and shared values. Rugby allows us to interact with clients in a shared space that creates authentic relationships outside of the usual online video calls.
Super Rugby viewership has grown significantly across Australia, New Zealand, and Fiji in the 2025 season so far. Why do you think this is, and how is SMARTECH working to help raise these numbers?
Rugby is reconnecting with its roots and people prefer that authentic approach. It is a sport that promotes community culture among peers, more than just simply providing entertainment. People want to see that side of discipline and at SMARTECH, we try to rebuild the attraction to rugby as we reach corporate decision-makers and leaders who can support the same cause. And in supporting the women’s league, we also create a larger audience base.
What are your long-term plans for these partnerships? What do you hope the future of Super Rugby and Super Rugby Women's will look like?
It has always been about reviving the spirit of rugby in the corporate and business community. We envision larger attendance, both men’s and women’s leagues excelling and upcoming professionals embracing the values that can be learned from rugby. That includes resilience, hard work and respect. We hope to continue to support campaigns that encourage grounded participation, healthy competition and leadership — like how both rugby and business share together.
What has SMARTECH learned or gained from these partnerships?
Any type of corporate sponsorship is strategic for SMARTECH. The beneficiaries must include all parties. SMARTECH is seeing increased brand awareness, greater credibility and trust with our B2B customer base, increased customer base for our products or services and we are hoping to boost our market leadership also in the future. The downside can be the substantial investment which goes into these partnership events and the patience to see out the value. We are very proud to support such an iconic sport of rugby union and Rugby Australia. It is a win/win partnership for all parties.
