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Connecting with our community at Rugby World Cup Sevens

Colin Timmis

Sep 20, 2022

For generations, sport has played a fundamental role in unifying nations and uplifting communities with its power to evoke a spirit of camaraderie and support. This is especially true in our country, particularly after the struggles of the last few years.

I’m a firm believer in the value of sport as an equaliser and catalyst for positive change. Sport and its relationship with the community is so important –- from the players to the families and fans on the sideline, and in particular its impact on the small businesses that support the industry. 

That’s why at Xero we were so excited to connect with our local communities and with sports fans in South Africa as an Official Partner of Rugby World Cup Sevens 2022. 

The spirit of community

World Rugby legend, Bryan Habana, meeting some of the team

The atmosphere across the three day tournament was electric, especially as it was the first time the event has been hosted on African soil. We brought together many of our partners and their families for this iconic sports event. 

There is no doubt it was a disappointing blow for South Africa and the crowd (myself included) following the loss against Ireland on Saturday. Despite this, the tournament really brought to life South Africa’s unity, passion, and energy. These are qualities that we’re seeing amongst the small business community as they recover from the pandemic. And it was great to see the range of small businesses across the country who are key to making Rugby World Cup Sevens 2022 the best tournament it can be.

Sports really can create opportunities that have a positive impact on the wider community and that go far beyond the pitch. We’re also seeing a massive rise in grassroots and local community sports, something that we’ll be supporting in the future.

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