Sahara Computers in cricket sponsorship deal

The deal forms part of the company's South African socio-economic development programme and its IT lifestyle marketing campaign, which aims to make the Sahara PC brand a household name.

The agreement provides for a name change to each stadium. Newlands in Cape Town will be known as Sahara Park Newlands, Kingsmead in Kwa-Zulu Natal will be called Sahara Stadium Kingsmead and St Georges in Port Elizabeth will change to Sahara Oval St Georges.

The sponsorship will be used for, amongst others, the development of the game, upgrades on existing facilities, and long-term training programmes.

Sahara Computers will use the sponsorship as a basis to encourage greater adoption of technology in cricket and thereby generate further community support for the sport.

Atul Gupta, MD of Sahara Computers, says, "We are pleased to be involved in this national effort to encourage growth in cricket. The sponsorship agreement is not only a solid business-driven opportunity to safeguard the interests of the unions, players and representatives within these provincial cricketing circles, but also a valuable exercise in raising the profile of the Sahara brand within the Information and Communication Technology market, and at the same time, benefit communities and clients."