The South African Rugby Union (Saru) has won the legal battle to have food company Eskort cease its ambush marketing campaign using the Springboks, reports TimesLIVE.

Saru took the company to the Gauteng High Court after Eskort erected a billboard on the bridge over the main road entering OR Tambo International Airport, wishing the Springboks well for their Rugby World Cup title defence in France.

The billboard read ‘Go Springbox Love Eskort’, accompanied by the Boks’ green and gold colours and the SA flag.

Saru accused the food producer of ambushing its intellectual property (IP) rights and the Springboks brand.

The union said the court ordered Eskort to remove the ‘marks and get-up from all signage, marketing material, goods and/or products of any nature, including banners ... posts and publications of the respondent’s infringing marks on all and any websites, social media and other electronic platforms’.

Saru also said the matter is still to be argued at a later date.

‘We will do what we have to to protect our rights and those of our valued partners who are being shamelessly ambushed,’ said SA Rugby CEO Rian Oberholzer.

‘We cannot allow companies to leverage their brand off the back of the Springboks brand when our real supporters in corporate SA – who enable us to put the Springbok rugby team on the field — are paying for the rights to use our IP.’

Full TimesLIVE report