Shortly after endorsing a different supermarket, prominent broadcaster Sol Phenduka has taken aim at another for its lack of support for South Africans. The co-host of Podcast and Chill, recognized for his straightforward opinions, catalyzed a lively debate regarding this supermarket’s social accountability.<\/p>\n
On Wednesday, 3 June 2026, an X user named @iamkoshiek posted an excerpt from Pick n Pay\u2019s financial report. The user suggested that the supermarket’s trading losses and plummeting stock price were partly due to its costly sponsorship agreement with the Springboks, arguing that these funds ought to have been allocated to the stores. The post stated:<\/p>\n
\u201can expensive missed tackle 🏉 🚑 in the last year Pick n Pay shut down 56 stores, posted a trading loss of R953 million & started a retrenchment process. PnP stock price is down 30% since the Springboks sponsorship deal. The shirt deal was estimated at R280m over 4 years 📊💰\u201d<\/p>\n<\/blockquote>\n
See the post here <\/a>:<\/p>\n
Sol Phenduka criticizes retail giant over R50 million advertisement amid job layoffs<\/h2>\n
As conversations unfolded, Sol Phenduka responded and echoed the sentiments of the X user, highlighting that the supermarket allocated a significant R50 million to American rapper, Rick Ross, for an advertisement while local workers were facing job losses. His post read<\/a>:<\/p>\n
\u201cThen they paid Rick Ross R50 million for an advert. Meanwhile, ordinary South Africans are relegated to poverty as they close stores 💔\u201d<\/p>\n<\/blockquote>\n
South Africans respond to Sol Phenduka’s remarks<\/h2>\n
Phenduka\u2019s comments resonated across the microblogging platform, eliciting various responses. Some agreed with his assertions, while others offered alternative views on the reasons behind Pick n Pay\u2019s store closures.<\/p>\n
Here are some responses:<\/p>\n
@Momo55885706 remarked:<\/p>\n
\u201cThey have the right to work on their marketing campaigns. You think 50 million can save a retail store. They have bigger problems.\u201d<\/p>\n<\/blockquote>\n
@lkhuzwayo361 commented:<\/p>\n
\u201cThe problem is bigger than that; they are not making profits and are losing market share to Shoprite and Woollies. Checkers sixty60 alone is growing faster than Pick n Pay, and the labour wage bill is too high. Spending R50m on Rozay was intended to drive sales and market (though I\u2019m not sure if it worked).\u201d<\/p>\n<\/blockquote>\n
@rizaanjappie offered:<\/p>\n
\u201cThe Rick Ross collaboration was unwise. Why him? Pick n Pay’s marketing team seems disconnected.\u201d<\/p>\n<\/blockquote>\n
@Jesta_music concurred:<\/p>\n
\u201cBroo, I\u2019ve always noticed this. Pick n Pay has been successful for over 30 years, yet they still pay cashiers R4k. They should be earning 25-30k, but they would rather spend millions on team or individual sponsorships, which doesn\u2019t make sense to me.\u201d<\/p>\n<\/blockquote>\n<\/div>\n