Our History...

1. June 1995 - The opportunity to use the name as a trademark was immediately recognised by Dr Beatrice Wiid and James Sleigh of Interchange Foundation and the Amabokoboko Sport Trust.
2. June 1995 - The AMABOKOBOKO trade mark and logo was registered.
3. July 1995 - A new company, called Amabokoboko Sport (PTY) Ltd, was born to take this trade mark to the market.
4. March 1996 - The AMABOKOBOKO name and logo was registered over 11 classes of commodities and services, namely:
a. Class 05: Pharmaceutical preparations; health improving foods
b. Class 09: Photographic material; credit cards; sunglasses
c. Class 16: Magazines, printing & stationary
d. Class 25: Sports clothing & casual clothing
e. Class 28: Gymnastic and Sports equipment
f. Class 30; General foodstuffs
g. Class 32: Beer & Non-alcoholic beverages
h. Class 33: Wine, Spirits & Liqueurs
i. Class 39: Travel & tourism services
j. Class 41: Education, teaching, training, instruction and coaching services, services relating to sport and sporting activities, sports information services, organising sporting events, sports promotions, cultural and entertainment services, services ancillary and related to the aforegoing.
k. Class 42: Retail, wholesale, selling, merchandising, marketing, promotion, distribution, import and export services.
5. May 1996 - the Minister of Sport at the time, Steve Tswete gave the blessing to use the name if an agreement could be reached with SARFU 6. March 1997 - On suggestion of Rian Oberholzer, the CEO of SARFU at the time, a Licence Agreement was drawn up between Amabokoboko Sport (Pty) Ltd. and GSM Licensing (Pty) Ltd (now Signet Licensing). In brief the agreement is that SARFU will cooperate with Amabokoboko Sport in a partnership venture to develop the AMABOKOBOKO trade mark and that the profits generated from such venture would be shared between Amabokoboko Sport, SARFU and GSM Licensing.
a. SARFU were to apply their revenue from this initiative for rugby development.
b. April 1997 - Rian Oberholzer, accepted on behalf of SARFU the benefits that SARFU will become entitled to in terms of the agreement and agreed to assume the obligations imposed on SARFU in terms of the agreement.
7. April 1999 - a letter was written by Amabokoboko Sport (PTY) Ltd to SARFU agreeing to the renaming of the Springbok mascot to Amabokkie. A survey was initiated via the Sunday Times for a name for the Springbok mascot. An overwhelming vote of some 95% came out in favour of the name AMABOKKIE.
8. 1997 – May 2008 - The response from GSM Licensing was not forthcoming
9. May 2008 – Amabokoboko Sport cancelled the agreement with Signet Licensing and regain control over the marketing and distribution rights of the trademark
10. June 2008 – Developed the first Amabokoboko team wear range
11. Dec 2008 –
a. issued the first Amabokoboko team wear brochure
b. Established an agent network and back office to manage team wear orders from schools & clubs
12. Sept 2010 – Amabokoboko Sport started the process of developing a unique South African designed rugby ball
13. April 2011 – Amabokoboko Sport advising SA Rugby of a relaunch of the Amabokoboko brand. They gave us the go ahead to launch independently from them.
14. April – Sept 2011 – Develop the Amabokoboko corporate, school and informal rugby supporter wear. Also developed a strong retail range.

Partnership and Development:

One of our priority goals is to develop sports in underprivileged communities nurturing a love of sport and helping future players emerge. We have achieved this through strategic partnership with Goodsport and SAQ.

Goodsport intends to lead the way in sustainable athletic, coach, infrastructure and facility development.

The Goodsport concept is a true development model that starts from the bottom up. By reaching every child we create a very strong foundation for future success in all sporting codes. We will create the base for Provincial structures and academy’s to feed from and remains consistent with LTAD (Long Term Athletic Development) plans. By reaching every child we create a very strong foundation for future success in all sporting codes. For more info go to www.goodsport.org.za

Amabokoboko has also made a name in South African Sports Travel. We specialises in player tours and helps schools and clubs to travel the world and test their skill and talent on an international level while having the adventure of a lifetime.

SAQ® is a progressive system of training that is functional (imitating the actions of your sport). It develops bio-mechanical sound movement patterns and fundamental motor abilities with the ultimate goal of complete control of body movement.