Cell C Sharks and Durban officially join hands

While the two bodies have worked together in silent informal partnership for years, the City of Durban and the Cell C Sharks have signed an official tourism partnership.

The three-year, R12.7 million deal will see Durban and the Sharks work in tandem to increase and grow tourism in the area – leveraging the Sharks’ brand, stadium and matches with the many attractions the city of Durban has to offer.

The public private partnership has been in the making for a year and a half. Both the Sharks and City of Durban realised the potential of building and marketing their brands together.

Speaking at the official launch today, Sharks CEO John Smit said the Union’s position in Durban had been the original drawcard when he moved from Pretoria many years ago.

“This city has helped the Sharks become such a successful franchise because of the attractions and advantages that lured me here from Pretoria as a youngster; the beautiful weather and the ease of getting around.  Durban is in the midst of a drought, as is our team, but one thing can be said, with good preparation, as we and as the city have done, there are always reserves,”  Smit said.

“We too are prepared and our reserves are ready to come to the fore in the Currie Cup. To make sure the Cell C Sharks become successful again and bring back trophies.”

While both Durban and the Sharks are recognisable on a global stage, the partnership is set to use the Sharks’ significant brand exposure overseas.

During the presentation, Durban’s tourism head Phillip Sithole said the Sharks’ presence in key markets like the UK, Europe and in Australia would be crucial in exposing the city to potential tourists and visitors.

The City will also market itself through television coverage of the Sharks, as well as the Union’s own marketing platforms – namely Shark Bite TV, the Sharks Magazine and the Sharks website.

With 60 percent of Sharks fans said to live outside of Durban, the potential benefit of the partnership excited Smit.

“I’ve seen the Sharkie emblem all over the world, and everywhere we go as a team, we will take Durban with us. And it’s imperative that we don’t only take the Durban brand out to the rest of the world, but that we bring people back to Durban, because of what we’re doing,”  Smit said.

The Sharks CEO believes the two will work well in tandem, as they have done so for years.

“We have to think about what we can provide for people here, the fact that they get enjoyment out of watching the team play. That they’ve become proud of being Durbanites because of what their team is doing for the city of Durban. We want to make it an amazing prospect, particularly the people from Johannesburg who come here for a weekend, to watch a game; but the game becomes a small element of what they enjoy in Durban, eating at our local restaurants and visiting our beaches. Enjoying our winter weather.”

“This partnership has been working without us even knowing it, but to finally formalise it is one of the best things to have happened to The Sharks and the city of Durban.”

(File Photo: Gallo Images)

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