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.
Business Side
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.
