The eThekwini Municipality plans to plough almost R13 million into Sharks rugby in a three-year marketing partnership.
This was revealed in a report presented to the city’s economic development and planning committee meeting at the city hall yesterday.
The report stated that the proposed partnership would “provide a platform through which Durban Tourism could engage with and promote the ‘Durban Experience’ to potential international visitors”.
The report would still have to be presented to the city’s executive committee and, if approved, be presented to the full council.
The partnership first came to light in October last year.
The R12.75m total amount would be staggered over three financial years – about R3.2m in the current and next (2015/16) financial years and R6.4m in the 2016/17 financial year.
South Africa play Argentina at Kings Park in August this year. The proposed deal would also see the Springboks host the New Zealand All Blacks in a Test match in August next year.
Join forces
The report said was it was about time the two “brands” joined forces “to promote the city on an international platform”.
DA councillor Nicole Graham said she supported the proposed partnership, but the report was “vague” on details.
“It is a lot of money. I think this report is really inadequate in outlining what the money will be used for and what are the specific details of the partnership,” she said.
The partnership would offer the city partnership rights and benefits. These include:
l Official designation rights.
l Exclusive media rights across all platforms.
l Use of the Sharks trademarks and logo.
l Marketing and media rights – print, online, social media and TV commercial rights (SuperSport).
l Branding rights – municipal logo on Sharks kit.
l Player and team appearance (events).
l Stadium branding and promotional rights.
Graham said: “What we want to know is: What strategic positioning will the city use to maximise this spend? I’m very concerned that for all this money, all we are going to do is put some logos on things. It won’t necessarily translate into strategic marketing potential.”
She said the Sharks were already “closely associated” with Durban, which the city benefited from.
City manager S’bu Sithole said the Sharks were one of the world’s most successful rugby franchises. Over the years the rugby union and city had built their brand and images around similar core values. - The Mercury