The club Sharks presented a new identity this week, which includes an updated logo and emblem. Although not everyone has accepted the changes, a well-known club supporter considers them positive.
The club Sharks presented a new identity this week, which includes an updated logo and emblem. Although not everyone has accepted the changes, a well-known club supporter considers them positive.
Sharks supporter Henry Rutherford has supported the team since moving from Pretoria to Durban in 1985 and has held a season ticket since 2013. He and his wife Sandra have been allocated the best seats in the central part of the main stand, on the backs of which their names are proudly engraved.
Rutherford recalls that the Natal team in the 1980s was not strong, playing in the B section of the Currie Cup, and its matches were rarely broadcast on television. He has been a supporter for 41 years and has lost count of the number of games he has attended at Kings Park.
He notes that he is 'part of the furniture' at Kings Park, as players and coaches know him well despite the constant change of faces. Rutherford witnessed the transformation of the Natal team from the 'Banana Boys' to Sharks in 1996, and after three decades, he considers the name change to 'Sharks Rugby Club' a step forward.
Despite some dissatisfied people who do not want to accept the changes, Rutherford is confident that they will quickly get used to the new badge and emblem. He emphasizes that ultimately, the team itself is what matters, and urges continued support for it.
Rutherford expresses enthusiasm for the new Sharkie logo, noting that it resembles the old version but looks fiercer, fitting the team's playing style. He argues that the changes are beneficial and sometimes necessary. Over the years, he has seen the emblem change from an old giraffe image to Sharkie, and now a new version appears (SRC — Sharks Rugby Club).
In Rutherford's opinion, evolutionary processes should be accepted. He believes that personnel changes, and the appearance should change with them, which is an adaptation to modern realities. The main idea is global brand promotion, and he believes that under the guidance of coach JP Pietersen, the team will perform well.
Furthermore, Rutherford prefers the term 'club' over 'franchise', believing the latter sounds cheap, whereas 'club' sounds more professional.
Shaun Bryans, CEO of the Sharks, detailed in an interview the influence of the SharksFest event and the new brands with which the club has entered into partnership agreements.
Bryans noted that the Sharks have always offered fans more than just a rugby game. He emphasized the significance of SharksFest, stating that at Hollywoodbets Kings Park stadium, The Sharks' history is traditionally associated with fan parties and picnics.
However, according to him, before the Covid-19 pandemic, around 2021, there was a gradual decline in fan interest in attending matches live at the stadium.
Bryans explained that part of this trend is the development of technology, which increases competition for people's leisure time on Saturdays, as well as the availability of many other forms of entertainment. Furthermore, some people prefer watching rugby at home. This prompted the management to consider ways to encourage fans to return to live matches.
He added that the global trend is towards live events, including live music, and after the pandemic, people seek this experience and want to feel part of a community.
Bryans clarified that SharksFest, which includes music, allowed the club to attract a younger audience while maintaining the loyalty of older fans. The goal was to attract a new public because it is an attractive product, and in the context of the Springboks' global success, the club wanted to leverage this sporting achievement. Attracting youth to matches required creating a more festive atmosphere and ensuring a safe environment.
Bryans also noted that although they are a rugby club, thanks to SharksFest, they have become a major event organizer. They had to change their operational model. The club sees huge interest in its big games, especially the derby against the Stormers, The Bulls, and The Lions. They adapt their offerings based on anticipated fan interest, and many factors are involved in this equation.
The biggest match of the year is SharksFest, held around December 19th or 20th, coinciding with school holidays. Last year, the SharksFest match was against the Bulls in December, and many Pretoria residents were on vacation in KZN.
Bryans reported that the goal of last year's SharksFest match was similar to a test match, and they managed to sell out all tickets for the Sharks game. This was the first time since 2013 that the stadium was completely full for a Sharks game. Holding such large matches creates jobs in security and cleaning. There is also significant support for small local businesses, as several small catering services provide food and beverage services, which is an important aspect. From a tourism perspective, the event promotes Durban and KZN.
On Thursday, the Sharks announced a rebranding under the name Black, White Forever, and also presented new emblems.
As Bryans added, three things are important for a rugby franchise. First is ticket sales, season tickets, and suite rentals, so people come to the games. Second is the contribution received from South Africa for participating in competitions. Third, and most important, is revenue from partnerships or sponsorships. Although last season on the field was not the best, the club had a great off-field season, and it is good that partners believe in the club's long-term plans.
Bryans expressed enthusiasm about Volkswagen joining as the automotive partner. He noted that it is a great brand, and despite fierce competition among car companies in South Africa, he hopes this partnership will be beneficial for Volkswagen by helping to build a connection with KZN residents.
In conclusion, Bryans shared his delight at Reebok returning as a partner. He pointed out that one area they want to improve in business is merchandising. In the world's top sports clubs, merchandising can account for 20 percent of revenue, but Sharks merchandise revenue has not shown the best results. Now they have a five-year contract with Reebok, and they look forward to new and interesting products.
Following a week of significant changes in Shark Tank, the Sharks team held its Carlin Cup tournament in the center of KwaZulu-Natal on Saturday evening, hosting the Boland team at Princess Magogo Stadium in KwaMashu. This match served as a fitting conclusion to a week when Sharks unveiled a new, bold identity, and this will not be the last time the Carlin Cup team travels to new communities in the province.
The game was played before an enthusiastic crowd; stadium entry was free, and the stands were filled with fan songs and barbecue smoke. Home fans also had reason to celebrate as Sharks defeated Boland with a score of 19:12, climbing in the Carlin Cup standings.
The trip to KwaMashu is part of Sharks' commitment to expanding rugby reach beyond the traditional arena at Kings Park and ensuring the team's accessibility to new communities across KwaZulu-Natal. This community initiative coincided with the organization's completion of an important week, during which it introduced an ambitious rebranding on Thursday.
Sharks adopted a fresh image, including a new logo and emblem, as part of a major overhaul aimed at modernizing the brand amid growing competition from leading European clubs in the Champions Cup and United Rugby Championship. These European giants are clubs, not franchises, provinces, or unions, and Sharks has now followed suit. The organization will be known as Sharks Rugby Club (SRC).
The rebranding includes two distinct visual styles. The SRC logo will serve as the club's corporate identity and will be placed on the chest of the playing jersey, while the iconic Sharkie emblem has been updated with a fiercer look.
Sharks owner, Marco Massotti, who grew up in Amanzimtoti on the southern coast of KwaZulu-Natal, stated that the changes are aimed at preparing the organization for the future without losing connection to the past. He emphasized: 'Sharks have never been a club that waits for the game around it to change. We have always believed in helping shape where rugby goes next.'
Massotti insists that this latest development is not a rejection of Sharks' history but a continuation of it. He noted: 'Professional sport has changed. Today, the clubs that thrive are those that are strong not only on the field. They are strong brands that develop communities, attract partners, and create experiences that fans want to be a part of.'
The visit to KwaMashu on Saturday evening served as a reminder that Sharks' future is tied not only to participation in major European competitions but also to bringing the team to the residents of KwaZulu-Natal.
