The Sharks and LIFT Launch New Partnership at 36,000 Feet With Surprise Cabin Activation

• The Sharks mascot Sharkie surprised passengers aboard a LIFT flight from Durban to mark the start of a new airline partnership
• Sharkie handed out Sharks merchandise and match tickets mid-flight and even helped cabin crew with the onboard trolley
• The partnership will connect LIFT with The Sharks' supporter base as the team travels across South Africa

The Sharks rugby franchise and South African airline LIFT officially announced a new domestic partnership on 19 August 2026, and they did it in the most unexpected way possible, 36,000 feet in the air.

Instead of a standard press conference, The Sharks sent their mascot, Sharkie, onboard a LIFT flight departing from Durban. Passengers were caught completely off guard when Sharkie appeared in the cabin, handing out Sharks merchandise and match tickets. At one point, the mascot even stepped in to help the cabin crew push the trolley down the aisle.

The stunt was more than just a fun moment. It marked the formal start of a commercial partnership between two brands that both describe themselves as challengers in their respective industries. The partnership carries the tagline "LIFT the Pride. Fly the Future." and will see LIFT serve as The Sharks' official domestic airline partner for travel across South Africa.

LIFT the Pride Takes Off

Michael Leslie, Chief Growth Officer of The Sharks, said the airline felt like a natural fit for the franchise's commercial ambitions. "LIFT is a brand that shares many of the values we strive to embody: innovation, energy, customer focus and a willingness to do things differently," he said. "We look forward to working with the LIFT team and bringing the 'LIFT the Pride. Fly the Future.' message to life throughout this partnership."

Cilliers Jordaan, Chief Commercial Officer of LIFT, said the onboard launch was a deliberate choice. "Launching it onboard gave us the opportunity to bring that energy directly to our travelers from day one," he said. "We're excited about what we can create together, both in the air and beyond it."

What the Deal Means for Sharks Supporters

Beyond the novelty of the launch, the partnership has practical implications for The Sharks organisation. LIFT will support players, staff, partners and supporters with travel across the country throughout the rugby season. The two brands will also collaborate on fan engagement activations, linking LIFT's growing passenger base with one of South Africa's most passionate rugby supporter communities.

For The Sharks, the deal fits into a broader push to align the KwaZulu-Natal franchise with progressive South African brands that reflect similar values. Both organisations have framed the partnership as a long-term commitment rather than a once-off arrangement.

Source: Briefly News