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Mascot receives tweak as part of Sharks franchise rebrand

(Photo by Harry Murphy/Sportsfile via Getty Images)

The Cell C Sharks have revealed that they moved Sharkie’s fin slightly further up his back as part of a franchise rebrand.

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The Sharks – who were taken over by MVM Holdings last year – have undertaken a number of small tweaks to their Chondrichthyes-themed logo, including giving the logo a shield shape and also adding Durban to the emblem.

A statement read: “Our much-loved mascot Sharkie has been at the coalface of fan engagement since the 1990s when he emerged as a fun-loving character that embodied The Sharks identity as a family brand. Sharkie remains iconic and whilst we don’t want to fix what is not broken, there was a need to adapt The Sharks logo.

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“The Sharkie logo has been tweaked slightly and has undergone some refinements while retaining the essence of what Sharkie is all about. The changes include the placement of his dorsal fin higher up his back to make him more menacing and dangerous, much like the team he represents. The placement of his fin brings focus to his ferocity.”

Sharks logo

They have revealed a new slogan – ‘Fear the Fin’ – which is “to ensure it stays within the brand’s theme and portrays us as fierce east coast predators and is meaningful to our fans, who are encouraged to chant this slogan at our matches.”

The new logo will be debuted on the Cell C Sharks kit for our first foray into the Heineken Champions Cup, although the old logo will still appear on the URC playing jersey for the 2022/2023 season, due to an eight-month kit production lead time.

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Commenting on the rebrand, The Sharks CEO, Dr Eduard Coetzee said: “Re-igniting the passion for the brand amongst our loyal support base not just in South Africa, but globally is the driving force behind the rebrand as we broaden our reach and attract new markets internationally.”

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JW 8 minutes ago
'Let's not sugarcoat it': Former All Black's urgent call to protect eligibility rules

It's as relevant as long as you want to make it relevant.


I think you need to take a step back and look at why it's there. That rule was put in place simply to ensure players knew where they stood when it comes to selection, it is a 'were not going to go to all the difficulty of including you if you leave' understanding, 'were not going to give one AB special treatment over any other'. It has only morphed into a concept of using it as a means to keep the game alive in NZ as an afterthought.


You also don't seem to understand who he is talking to. He's not saying players aren't able to be an international level without loyalty or sacrifice, he's addressing the public and telling them, 'look, you just have to accept you need to make a sacrifice to be an All Black, don't feel entitled in wanting to see Mo'unga playing before he returns to New Zealand' etc. As you suggest, we would not have the same view if the game here was in as perilous a position as South Africa's was.


Closing borders is historically a silly economic idea, why should it be any different in national level sports?

The current stance is actually the opposite of that. They are increasing the value of their domestic product in order to gain the most economic advantage globally.


If you want to actually analyze the concept, think about what SA is having to do and ask yourself whether it's worth it. For example, Mo'unga would only have a few weeks off a year if it was to both play in the NH and for the AB's, so that isn't obviously going to happen. He would most likely need to abstain from the Rugby Championship (being between the start and end of each of his club season) or parts of it, so the All Blacks wouldn't want to select him for the International window before that, as they want to give their 10 who will be playing in the RC time to hit peak performance, along with this team. I quite like the idea of having 3 to 5 'World' spots outside the team for players to come in for and they can be a part of the team helping the youngsters etc, it is still mainly a holiday for them but they can play in the case of an emergency etc.


Isn't it such a beautiful sport because of aspects like these Keith? Otherwise, wouldn't it be exactly like football as you suggest?

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