Sharks announce new era

DURBAN, South Africa (6 August 2026) – For 30 years, generations of players have worn the Black and White with pride, and generations of supporters have built memories around a badge that came to represent far more than a rugby team. Today, the Sharks begin the next chapter of that story.

This evolution does not replace that history, it builds on it. It is a bold expression of the same identity that has defined the Sharks for three decades, designed to carry the club confidently into its next era.

"Our badge has evolved. Our core never will," said Shaun Bryans, Chief Executive Officer of the Sharks Rugby Club.

"Innovation has always been part of who we are. In 1996, this club had the courage to redefine itself as the Sharks and helped shape the modern era of South African rugby. We embraced transformation, pioneered new ways of engaging supporters and consistently chose to lead rather than follow. This evolution is not a departure from that tradition, it is its continuation."

The Sharks' reputation as one of rugby's great innovators has been built over decades. From helping lead the professional era to embracing transformation and becoming an early leader in digital engagement, the club has consistently challenged convention in pursuit of progress.
But the decision to evolve is about more than identity.

Professional sport has changed dramatically over the past three decades, and the world's leading clubs increasingly succeed because they combine excellence on the field with strength off it. Building larger fan communities, attracting commercial partners and creating world-class supporter experiences are now fundamental to sustaining long-term sporting success.

"Success today depends on far more than winning matches," said Michael Leslie, Chief Growth Officer of the Sharks.

"The strongest clubs in world sport are also the strongest brands. Sustained investment in elite performance requires sustained commercial growth. Every new supporter we inspire, every meaningful partnership we build and every new revenue stream we create gives us greater ability to invest where it matters most – our players, our pathways, our facilities and the future of rugby in KwaZulu-Natal.

"The greatest threat to a proud club is not evolution. It is standing still while the world changes around it."

The Sharks acknowledge that change of this magnitude will naturally generate strong opinions among supporters. That is understood and respected. But the leadership group believes the responsibility of stewardship is not simply to protect the club's past – it is to secure its future.

In taking this step, the club has drawn inspiration from the courage shown by Brian van Zyl and the Natal Rugby Union leadership in 1996 when they transformed Natal Rugby into the Sharks. That decision helped create one of rugby's most recognisable brands. The Sharks leadership believes it has a similar responsibility to ensure the club remains equally relevant and competitive for the decades ahead.

"This is not change for change's sake," added Bryans.

"It is a deliberate statement of ambition. We have taken a long-term view of where this club needs to be – on the field, commercially and culturally – and we believe we have a responsibility to make the decisions that will get us there.

"With JP Pietersen leading our coaching structures, a Sharks man who understands exactly what this badge represents, we have alignment throughout the organisation behind a shared vision for the future. That is what excellence demands, and it is what our supporters deserve."

The new identity forms part of a broader transformation programme extending well beyond a new logo.

Central to that strategy is the return of Reebok as technical apparel partner. Together, the Sharks and Reebok have developed a significantly expanded performance and lifestyle range designed to reflect how supporters increasingly engage with sporting brands beyond matchday.

Supporting this will be the launch of a new e-commerce platform, a completely reimagined Shark Cage retail experience and an expanded apparel collection spanning performance wear, lifestyle collections, retro releases, golf, Classics and footwear.

"This has been years in the making," stated Leslie.

"We're incredibly proud to finally share it with our supporters. The response from our players has been overwhelmingly positive, and we believe supporters will be just as excited. Our ambition is to create not only exceptional apparel, but an experience that reflects the scale of this club and the pride people feel in wearing the Black and White."

“The rollout will continue over the coming weeks with the launch of the new Hollywoodbets Sharks Currie Cup and URC kits, the reopening of the reimagined Shark Cage, the launch of the club's new website and further brand experiences across the Sharks ecosystem.”

"This isn't simply a rebrand. It is the beginning of a new era for the Sharks Rugby Club. One built on everything that has brought us to this point, and everything we believe this club can still become."