sportskeeda
Robertsons Herbs & Spices has proudly embraced South Africa’s vibrant braai culture, becoming the official braai sponsor for the renowned KwaZulu-Natal Sharks Rugby Team.
This partnership was recently celebrated by representatives from both Robertsons and the Sharks at the Hollywoodbets Kings Park stadium, affectionately known as ‘The Shark Tank.’
The fusion of braai and sports is a quintessential South African tradition. Fans frequently gather for braais outside stadiums before games, especially at Hollywoodbets Kings Park, enhancing the exhilarating atmosphere during Sharks matches. Many supporters continue the festivities post-game, grilling meat or boerewors for hotdogs, filling the air with delightful scents and fostering a lively celebration for families. This tradition also extends into homes, where families unite for a braai using Robertsons spices in anticipation of impactful games.
“We see the braai culture as an exceptional opportunity for the Robertsons brand,” said Nicole Harris, Senior Marketing Manager at Unilever, who oversees Robertsons, in a discussion with Sportswire.
“In KZN, one cannot envision a braai without rugby!”
Harris mentioned that this partnership is a perfect fit. “Being a Durban-based company and the Sharks being an excellent Durban team—this feels like a natural match,” she explained. “People’s weekends revolve around braaiing and sports. Hence, we decided to weave the Sharks into the braaiing culture using Robertsons spices. This collaboration allows us to resonate with both sporting and cultural aspects because sports are integral to our South African identity, embraced by all.”
Harris emphasized that the bond extends beyond the sport. “No matter the outcome of the game, the crucial element is being with friends and family while enjoying a braai or meal. Therefore, let’s embrace this domain as Robertsons, as we are already a part of it, and cultivate a shared experience.”
Throughout this alliance, Robertsons will offer braai recipes, spice-blending methods, and interactive fan activities to enhance match days. They will also establish a presence at both home and away games. “For away matches, our aim is to inspire supporters to host their braais at home, watch the game on TV, and savor Robertsons spices while cheering for the Sharks,” Harris elaborated.
Sharks players will participate in various events organized by Robertsons throughout the upcoming season to connect with the wider KwaZulu-Natal community.
“Initially, we will focus on KZN,” stated Harris. “This partnership is meaningful and local, aimed at engaging directly with Sharks fans and ensuring they associate their braais with Robertsons.”
Regarding the expected outcomes, Harris underlined that it’s about enhancing engagement and increasing brand visibility. “The goal is to foster a lively environment within the sports culture, boosting interaction and allowing people to reconnect with the brand,” she clarified.
“Sports serve as a unifying force, bringing people together, whether it’s watching a game on TV or at local fan parks. We’re not introducing something entirely new, but deftly integrating the brand into this existing culture.”
