The 1995 Rugby World Cup has often been referred to as the event that instantly transformed our nation. It was an historic opportunity to break away from the past - to complete the symbolic journey from the old to the new. It created new symbols of hope for the country and its people. It was all about timing. All the variables, on the sporting and political arenas, came together to create an event that, even if we win other World Cups, will make the 1995 Rugby World Cup stand out above the rest. Rugby which was seen as the game of the oppressor was suddenly accepted by the entire nation. The day after the World Cup was won in 1995, was the first time the Xhosa word for Springbok, Amabokoboko appeared as the headline of the Sowetan."Aggrey Klaaste, who was the editor of the black township newspaper, told me (Frank Keating) to watch out for the headline of the next morning's Sowetan sports page. It read "Amabokoboko!" Wow! The word "bok" had come to Soweto. It was good to be in on history." (Guardian Newspapers, 10/08/2003)

The opportunity to use the name as a trademark was immediately recognised by Dr Beatrice Wiid and James Sleigh of Interchange Foundation and Ian Kleinhans of Amabokoboko Sport Trust. The AMABOKOBOKO trade mark and logo was registered. A new company, called Amabokoboko Sport (PTY) Ltd, was born to take this trade mark to the market. The majority shareholding of Amabokoboko Sport (PTY) Ltd is held by Amabokoboko Sport Trust. Interchange Foundation, a non-government and non-profit organisation, is a minority shareholder in Amabokoboko Sport (PTY) Ltd. Their philosophy is to strive for reconciliation and the building of relationships between different cultures through various activities. Their mission statement is "Together we become - Sikunye - Saam word ons."