Woolworths denies sponsoring Steve Hofmeyr

Woolworths South Africa have categorically denied sponsoring Steve Hofmeyr.

Hofmeyr had apparently claimed earlier this month that Woolworths, South African Airways and e.tv were still sponsoring him, according to an earlier report.

However when asked about this the retailer responded by saying that it simply wasn't true.

"We do not have a sponsorship agreement with Steve Hofmeyr," Woolworths said in a Facebook message.

This apparently includes ad-hoc sponsorships.

Hofmeyr is a South African singer noted for his controversial opinions regarding race.

When he claimed that black people were the architects of apartheid, it led Pick n Pay to try and distance itself from him.

"Pick n Pay totally rejects Steve Hofmeyr's comments on apartheid. They have no place in South Africa," the company said.

This did not, however, lead the company to end its sponsorship for the Afrikaans is Groot music festival that had booked Hofmeyr as a performer.

"It would be very sad if a misdirected social media campaign resulted in our no longer being able to support these concerts. But, in view of recent events, we will review our future sponsorship of the festival," Pick n Pay said in a statement.