ETHEKWINI Municipality and the Sharks rugby franchise signed a deal last Thursday which makes the City of Durban the official tourism partner of the Sharks on a national and international scale.
Mayor James Nxumalo said forming a public private partnership with The Sharks was a momentous occasion for the city.
“The city leadership understands the importance of high level corporation in the promotion, support and leverage of the sports tourism industry, which is a growing global industry with significant economic implications on the destination. This partnership also augers well with the city’s plans of positioning Durban as a top sporting destination,” said Nxumalo.
Nxumalo said the three-year partnership was a result of the forward thinking of the city and the vision to develop sport brand leaders like the Sharks as a major tool to enhance the economy, attracting more events, increasing tourist arrivals and providing a global stage to showcase what the Durban has to offer.
“By forging this three-year partnership with a financial investment of R 12, 7 million, the rewards are far greater and sustainable for Durban. Our city can build even more momentum to attract major international games. Our strategy of 'Taking Durban to the World' will be underpinned by the extensive global marketing of the Sharks brand in key source markets with aggressive in-market activations that will take place in Australia and the UK which will in the long term boost tourism for the city and the province,” Nxumalo added.
The partnership focuses on coverage on various media platforms, incorporating the R5 million worth of SuperSport coverage that Durban will benefit from to market key tourist attractions. The city will receive additional coverage on the regular three minute slots on Shark Bite TV and media exposure on the Sharks Magazine and the Sharks website which is ranked in the top 21 in the world.
Speaking at the launch, Sharks CEO John Smit, said: “I would always choose to live in Durban, with its warm seas, sunshine and accessibility, and the city has helped the Sharks to become such a successful franchise. We see the Sharks emblem all over the world and we take Durban with us wherever we go in the world. This partnership brings together two iconic Durban brands who share similar values and a pioneering spirit. It is our honour to closely align ourselves with Durban Tourism to showcase our city and what we have to offer on an international platform,” said Smit.
