In simple terms, he might be called the cox of South African rowing.

In real terms, Paolo Cavalieri is a former Olympian who chairs RowSA’s International Commission. He’s a big cheese.

In trying to make sense of the often precarious position the sport finds itself in, he shared an expression that captured the essence of the sport’s existence locally: “It’s never caviar . . . only champagne, when we win.”

Rowing is a sport that operates largely on the margins in SA. But with the Olympics now coming into sharp focus, the sport is able to gain some sort of meaningful foothold.

Yesterday, in the heart of Sandton, RowSA, which has just overseen the qualification of seven teams for the Olympics and Paralympics, confirmed their commercial partnership with Rand Merchant Bank. The early fruits of this marriage will be evident this week when RMB’s rowing-themed campaign launches during Carte Blanche.

It is shot through with elegant, moody footage of SA’s elite rowers in training on Katse Dam and Roodeplaat. “Thinking. Pulling. Together” is the catchphrase that lends itself both to business and to SA’s over-achieving rowers. The theme is smartly weaved through all three commercials that I am betting will have strong emotional reach when they play out on TV and in movie houses.

RMB’s coming to the party is significant for two reasons: SA rowing can do with the cash and it’s also a compelling endorsement of the extraordinary work done by RowSA.

The federation gets by on just R5-million annually, and that covers neither travel nor equipment. The proof of just how much rowing punches above its weight came at the 2012 Olympics when the lightweight men’s four won gold.

The tragedy was that rather than rowing breaking through into the public consciousness, it was restricted to the backwaters. The obsession with the Big Three (rugby, cricket and soccer) never changed a jot. Under the circumstances, rowing has done a remarkable job. Insiders are quietly confident of more success, this time in Rio.

Much of this is due to the diligent work of coach Roger Barrow, a studious man who prefers to roll up his sleeves rather than complain. He works his magic on Katse Dam in the Free State, a glorious stretch of water that is nonetheless Spartan on shore. Despite its thin air and perfect training environment, it’s a veritable boot camp for the rowers. Luxuries are few, which is why none of the major international teams invited by Barrow have ever taken him up. Their elite athletes wouldn’t survive in anything below five-star standards.

SA’s uncomplaining rowers thrive in the conditions.

“Our rowers probably aren’t the physical brutes you might find in other teams in the world,” says Barrow. “But we make up for what we may lack on the physical side by being thoughtful and creative . . . we know that when we are thinking and pulling together there is always more than one innovative way to skin a cat.”

Featuring in the ads are SA rowing champions Sizwe Ndlovu, John Smith, James Thompson, Matthew Brittain and Shaun Keeling, Paralympic rower Sandra Khumalo and local rowers from assorted rowing clubs. Look hard and you might spot three titans of local business among the supporting crowd: Laurie Dippenaar, GT Ferreira and Paul Harris, founders of FirstRand Bank.

They only ever invest smartly.