Former Springbok coach Heyneke Meyer has been appointed as managing director of a Hong Kong-based sports marketing company.

Meyer's new role at Carinat Sports Marketing, who owns the African Pacific Dragons rugby team, was confirmed on Sunday. His responsibilities will include developing various sporting projects in South Africa, broadening the company's business in Africa and Europe and working on some of its ongoing activities in Asia.

'I am thrilled to be joining Carinat Sports Marketing, especially since this opportunity will allow me to live out my passion, which is sports in South Africa, where I have always said I would like to make a difference,' said Meyer. 'I had some enticing offers from abroad, but I love my country and it is where I would like to be involved in the business of sport.'

Jon Phelps, the founder of Carinat Sports Marketing, welcomed Meyer's appointment.

'Heyneke joining the family is a major step for us, and also underlines our commitment and intent to grow the company. As a world-class leader in rugby, we are looking forward to developing and bringing our exciting plans to fruition,' he said.

The 49-year-old Meyer coached the Springboks from 2012 to 2015, when he led the team to a third-place finish at the World Cup.

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