I recall moving to Durban as a young, excited 21-year-old freshly signed from the Bulls to join this legendary Sharks team with a fresh legacy left by rugby royalty such as Gary Teichmann, Andre Joubert and Craig Jameson, to name but a few.
The province was proud of its team, its boys, who were all high-profile sportsmen but firmly rooted in the community and loved by the greater Durban and a growing national supporter base. Through the years and probably because rugby moved on and embraced professionalism, it seems we have lost that connection between our players and our very important and loyal supporters.
The Sharks management of 2015 has decided that, as a priority, we want to create an environment where Sharks fans have access to their team and that the brand belongs to those who support us through good and bad times.
The bottom line is that the team belongs to no individual but to the people who support the Sharks. The management is the custodian of the brand for just a moment in time – as the saying goes: “many went before us and many will go after we have left”.
With a passionate support base nationally and internationally, and a marketing vision focused on pushing the envelope, the Sharks are determined to reintroduce key concepts that have worked in the past and which resonate in the hearts of all those who love the brand.
At the same time, we understand and acknowledge the changing needs of our target audiences and as much as we are determined to work on past successes, we know the importance of introducing new ideas and angles to take our brand to the next level.
It’s always easier said than done; however, we believe the following focus areas will go a long way in helping us reach our long-term objectives:
* The Sharks brand is not exclusive to specific demographic groups, but rather for all the cultures that make up our multiracial society. With this in mind, tapping into new markets and territories this year is a priority, and will be achieved through a strategic brand exposure campaign.
* Building brand awareness and association among our youth is the most powerful marketing platform to explore. We know the importance of exposing the brand and the values associated with it to the youth. During the year, we will embark on primary school visits every Wednesday. Two players will be in attendance to introduce our brand to the future of our country. Our target is not only rugby playing schools, but also schools which are not exposed to the game.
* Another exciting school element is to invite schools in our province to play curtain-raisers to the main home matches so the youngsters have an opportunity to play in the stadium environment, which always creates much excitement for them.
* Engaging with role players and our community to ensure our plans are in line with the changing needs of our support base and that we create two-way conversation that allows us to engage with our fans and critics alike;
* The drive to become the best rugby franchise in world rugby by continually looking to improve and by being innovative.
Life is never plain sailing and, as with any plan, there are challenges we face that could hinder our progress; however we are committed to overcoming these obstacles in the best way possible.
* The only way we can compete against European clubs and the power of the pound and the euro is by being innovative in contracting through deals with Japanese clubs, where a player plays Super Rugby for the franchise, then to goes to Japan to play for the rest of the season.
* Investing in players as individuals with a player development programme called “Impact”, which focuses on equipping our players with life skills and providing them with the necessary training they require to assist them with an exit strategy to manage their life outside of rugby.
* Having a business model where we are able to make money from empty seats, by closing the two stands behind the poles and selling that as advertising space. Existing season ticket-holders who had seats in this area can be upgraded to better seats at the same price. The advantage of this is to create revenue from empty seats as well as grouping crowds to create a better atmosphere.
* Create matchday entertainment that caters for and appeals to all ages that form our target group. For many years, the Sharks set the benchmark for matchday entertainment, which other teams have emulated. Our goal is to further enhance the experience with some exciting new elements that have been implemented. These include:
A dugout reserved for kids who form part of the official Sharks Supporters Club, Sharks Kidz.
High school matches played as curtain-raisers to the main match.
The Sharks Locker Room concept (based on the Hong Kong 7s atmosphere.
Creating a VIP experience Weber pit.
A spa offering in the pit targeted at males and females.
Upgrading our facilities, including the toilets.
New and improved food and beverage offering.
Our supporters are important to us and we value the commitment and dedication they show to our brand. The players value the support and go out there to best represent the pride and history of our franchise, by playing an attractive style of rugby that appeals to our large support base.
The results may not always go our way, but rest assured that the character and determination within our ranks will always push through in times of adversity to ensure that we once again take our rightful place on the rugby stage.
We look forward to welcoming you to King’s Park during the 2015 season and hope you have a wonderful matchday experience watching the Cell C Sharks live in action.
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Sharks events
Sharks Camp-Out: During the Absa Currie Cup campaign, we will host a dad's & lad's sleepover on the Kings Park main field. The sleepover will start on a Friday afternoon and entertainment will centre on the dads and their sons. Players will be on hand to interact with our young fans. On the Saturday morning, breakfast will be served and everyone will be able to watch an international match on the stadium big screen. This is another way of us ensuring that we create unique experiences for our fans, who for many it is a dream to run on out on the park; imagine the joy youngsters’ experience, when they can tell their friends they have been able to camp out on the area that their beloved team play on.
Sharks Fit: A fitness camp to be run by the Sharks medical team will be held on our outer-fields three times a week starting next month. The aim of this camp is to promote healthy eating and encourage our fans to follow a healthier way of life. Please check-out our social media pages for further information regarding this exciting camp and how you can join in.
Facebook: The Sharks; Twitter @TheSharksZA; Web: sharksrugby.co.za
Sharks Easter egg hunt: Over the Easter weekend we will host the Crusaders. As KZN is a sought-after destination for tourists and the Sharks are a national brand, we decided to offer free tickets to all kids under 18. At the end of the Sharks match we will invite kids from all ages down to the main field for an Easter egg hunt that will be facilitated by our staff and make sure that the 3pm match can be maximised as a family day.