Travelex Retail has chosen Springbok and Stormers rugby player Schalk Burger to be its “brand ambassador” in South Africa. Burger joined Travelex Retail management and sports journalists from the Cape Times and Die Burger, among others, to sign the contract at a breakfast event in Cape Town on 3 April.

Travelex brand ambassadors embody the excellence of the Travelex brand. They are chosen for the qualities they demonstrate – integrity, striving to be the best, and never giving up – which make them sportsmen of world repute.

Burger was part of the team that won the Rugby World Cup in 2007, and was also in the squad that won the Under-21 Rugby World Cup in 2002. His personal achievements include winning the coveted International Rugby Board International Player of the Year award in the 2004 season and the Absa South African Rugby Player of the Year award that same year.

In 2006, Burger made a welcome return to provincial rugby after a career-threatening neck injury, exhibiting once again the characteristics that define a Travelex Retail ambassador: tenacity and a desire to beat the odds.

Managing Director Darren Jenkins-Ferrett says Burger was an easy choice as a sports ambassador, because of his easy-going and sincere personality. “Going into a sports business relationship with an athlete is risky. There is always a possibility the athlete might suffer from an injury, or be involved in a public scandal. There is no such risk with Schalk. He’s genuine, down to earth and has a really nice personality.”

Jenkins-Ferrett says that Burger’s winning attitude corresponds with Travelex’s “world-domination type of thoughts. We want to be the biggest, the best … We’ve grown so quickly. We want to take the business into Africa, and we have the capital to achieve that.”

Travelex Retail and FX Africa Chairperson Sean Maloney agrees with Jenkins-Ferrett. “We were a small business when we started seven years ago. We were nowhere on the radar, with huge competitors. We’ve proved that we’re one of the top players. We’ve now grown to 30 branches, with one opening at OR Tambo airport. We want to be the number one player in South Africa – and Sub-Saharan Africa.”

Maloney says Burger understands what it means to fight with big competitors. “Schalk has been under intense pressure when playing games and has faced some brutal competition.” However, he is still a gentleman. “I did some personal research on him before I met him. Sportsmen are usually quite brash, but I remember speaking to a manager of a bar about him. He recalled seeing a young girl walk down some stairs and fall. Schalk was the first guy out of a group to rush to her and help her up. He’s a gentleman who shows a lot of integrity and loyalty.”

Burger is enthusiastic about this new venture in his career. “It’s such a privilege; Travelex is a great company. Hopefully this will be the start of a wonderful relationship and I will conduct myself with the characteristics that will make Travelex proud to have me as a brand ambassador.”

Burger will appear in a variety of in-store campaigns as well as print, radio and TV advertisements. Jenkins-Ferrett says the South African team is looking for a similar advertising approach to the UK Travelex campaign, whose cheeky advertisement with Jonny Wilkinson beating a dog in a game of fetch was well received by the public.

Burger will also participate in corporate social responsibility activities. Jenkins-Ferrett says Travelex Retail is looking into funding youth rugby workshops, and hopes to use Burger’s expertise and skill in a few coaching sessions.

Maloney and Jenkins-Ferrett hope to acquaint Burger with the workings of the business and their plans for growth. They are convinced of his commitment as a brand ambassador, and are looking forward to working with him over the next four years.

Travelex Retail Regional Manager for the Western Cape, Lee Savage, says it is an honour working with a high-profile sportsman such as Burger. “Our company has grown from being tiny to having 100 staff … This is a proud moment. We want to take our brand to the next level, and he’s the perfect candidate for us.”