The Sharks’ recent rebranding may have received a mixed reaction, but the Durban club — now officially known as the Sharks Rugby Club — has received a ringing endorsement from popular rugby pundit Jim Hamilton.
Hamilton won 63 Scotland caps before turning his outspoken personality to rugby broadcasting, hosting podcasts including The Rugby Pod, The Big Jim Show and Rugby Pass.
The former lock is in South Africa covering Rugby’s Greatest Rivalry and, after visiting Kings Park for the Sharks’ match against the All Blacks, he shared his thoughts on the franchise’s new identity on Instagram.
“The Sharks unveiled a new logo and refreshed identity. I am there for it,” Hamilton said.
“The game has changed now, not just in South Africa, not just in club rugby, but globally across the board.
“Everyone keeps talking about new fans. How do we bring new fans into the game?
“But very few clubs are doing things about it. A lot of clubs are asking, ‘Do we need to change our look? Do we need to try and engage new fans?’
“And I’m not saying a new logo on a jersey or a cool bomber jacket will do that, but for me there is more to this Sharks rebrand that I like.
“They are dialling into content and imagery. They have signed a new sponsor in Reebok, which is cool in itself from a fashion perspective.
“They are not losing their history and heritage, but rugby needs to move with the times.”
Hamilton said he had gone to the Shark Tank curious to see what all the fuss was about.
“Look, this is my perspective. I have no skin in the game. As a casual rugby fan, I look at what they are doing and think, ‘That is cool.’
“It has spiked my interest in the Sharks. I was so interested in what was going on that I decided to go to Durban, see some old mates, go to the game — and buy myself a new bomber jacket.”
