The South African Rugby Union (Saru) has successfully prevailed in a legal dispute, compelling the food company Eskort to cease its ambush marketing campaign that involved the Springboks.

SARU initiated legal action against Eskort in the Gauteng High Court following the placement of a billboard on the bridge at the main entrance to OR Tambo International Airport. The billboard conveyed well wishes to the Springboks as they prepared for their Rugby World Cup title defense in France. It prominently displayed the message, “Go Springbox Love Eskort,” accompanied by the green and gold colors of the Boks and the South African flag.

Saru alleged that Eskort had infringed upon its intellectual property (IP) rights and the Springboks brand. The court has ruled in favor of Saru, instructing Eskort to remove the offending “marks and get-up” from all signage, marketing materials, goods, and any other products, including banners, posts, and publications featuring Eskort’s infringing marks on all websites, social media platforms, and electronic media.

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