From Scrums to Stardom: The Rise of Social Media and Celebrity Culture in South African Rugby

Just a few years ago, South African rugby players were famous for their achievements on the rugby field. Sure, they had lives outside of rugby, but only the most dedicated fans knew about it. Now, thanks to social media, you don’t have to search quite so hard.
Like most professional athletes, South African rugby players are influencers, brand ambassadors, entrepreneurs, celebrities – some with millions of followers in their own right.

Rugby superstars are making viral Instagram posts, going live on TikTok, and showing fans what they do away from the rugby pitch. The result? Rugby players are becoming some of South Africa’s most celebrated. Here’s why.

The Springboks Become Global Celebrities

Arguably, the biggest reason rugby players have joined the ranks of celebrity culture in South Africa is their on-field success. The Springboks capture the hearts of the nation whenever they win, but their Rugby World Cup victories in 2019 and 2023 placed South African rugby players on the map for the whole world to see. Siya Kolisi, Cheslin Kolbe, Eben Etzebeth, Handré Pollard, and Faf de Klerk are just a few of the rugby greats who became household names practically overnight. Sure, fans around the world via social media and live streaming with the best betting apps in South Africa, were watching them tackle and score tries, but social media allowed fans back home and abroad to follow their every move off the field, too. From training sessions to birthdays and everything in between, fans could experience life in the shoes of their favorite Springbok.

Siya Kolisi: Rugby’s Biggest Influencer?

If there’s one rugby player who has mastered the art of celebrity culture, it’s Siya Kolisi. South Africa’s most influential rugby player has grown a massive social media following that spans far beyond rugby. He and his family give fans a glimpse into their daily lives, from philanthropic efforts to community initiatives and everything in between. And when he’s not posting on his own social media channels, he’s likely partnering with one of his many brand endorsements. Collaborations range from sporting goods to tech and fashion. Kolisi is also just as comfortable sitting down with tennis superstar Novak Djokovic or chatting with South African celebs like actress, TV presenter, and media mogul Bonang Matheba. His reach is so widespread that he’s regarded as one of South Africa’s biggest celebrities. Not just a rugby player.

When Rugby and Celebrities Collide

Thanks to social media, it’s very common to see South African rugby players alongside celebrities like Bonang Matheba, Grammy Award-winning artist Tyla, comedian Trevor Noah, and DJ Black Coffee. And it’s not just celebrities from South Africa – many international celebs follow and support South African rugby. Rugby players are no longer limited to sports segments on the news. Instead, they’re front and center at music festivals, award ceremonies, fashion shows, magazine features, you name it. As rugby players continue to mingle with celebrities both locally and internationally, their profiles continue to rise.

Rugby Stars Are Brand Ambassadors

Social media hasn’t just made rugby players celebrities – it’s made them brand ambassadors as well. From fashion to sneakers to technology and more, rugby players are capitalizing on their massive followings. They’re not just marketing rugby equipment and jerseys. Players like Siya Kolisi, Cheslin Kolbe, and Handré Pollard regularly release new “product” that reaches far more than just rugby fans. As a result, many young rugby players are using social media as another tool to grow their brand while they’re still playing. The opportunities that come with building a large following can extend past their rugby career.