The Sharks team unveiled its rebranding during the match as part of the 'Rugby’s Greatest Rivalry Tour' 2026 against the All Blacks at Kings Park Stadium. Although the recent change in Sharks' image might have caused mixed reactions, popular rugby expert Jim Hamilton gave a positive assessment to the club, which is now officially named Sharks Rugby Club.
Hamilton previously won 63 caps for Scotland and then shifted his active involvement to sports broadcasting, hosting podcasts such as The Rugby Pod, The Big Jim Show, and Rugby Pass. The former lock player was in South Africa covering 'Rugby’s Greatest Rivalry' and shared his thoughts on the franchise's new look on Instagram after visiting Kings Park for the Sharks versus All Blacks match.
National Rugby
Hamilton stated: 'Sharks presented a new logo and an updated image. I like it.' He noted that the game has changed not only in South Africa or in club rugby but also globally. He also raised the topic of attracting new fans, observing that few clubs are taking steps in this direction, even though many wonder about the necessity of changing their appearance or engaging a new audience.
The expert added that he does not think a new logo on a jersey or a stylish jacket will be enough, but he appreciates more in this Sharks rebranding. He emphasized that the team is focusing on content and visual design, and has signed a new sponsor—Reebok, which is a positive point from a fashion perspective. Furthermore, according to Hamilton, the club is not abandoning its history and heritage, but rugby must evolve with time.
Hamilton admitted that he initially visited Shark Tank to see what the fuss was about. He added: 'Listen, this is my opinion. I am not interested in the outcome. As a casual rugby fan, I watch what they do and think: 'This is cool'.' He reported that this sparked increased interest in Sharks, prompting him to travel to Durban, meet old friends, attend the game, and purchase a new bomber jacket.