Sharks Replace Iconic Logo As Club Confirms Name Change Ahead of 2026/27 URC Season
- The Sharks have confirmed changes to the club's name and branding before the new URC campaign without altering their historical identity
- Supporters will notice a different logo when the team takes to the field for the 2026/27 season
- Club executives have explained why the changes were introduced and what they hope to achieve
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The Sharks have confirmed a new club name and replaced their long-standing logo ahead of the 2026/27 United Rugby Championship (URC) season. The Durban-based side announced on Thursday, 6 August, that it will now operate as Sharks Rugby Club and has introduced two new logos as part of the change.
The club said the updated identity is intended to reflect its future direction while recognising its history dating back to 1996, when Natal Rugby adopted the Sharks name.
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Sharks explain logo and name change
In a statement, Sharks Rugby Club chief executive Shaun Bryans said the changes should not be seen as a break from the club's past.
"Our badge has evolved. Our core never will," Bryans said.
He added:
"This evolution is not a departure from that tradition; it is its continuation."
The previous logo, which featured a shark carrying a rugby ball, has been replaced by a redesigned shark emblem. The club also introduced an "SRC" logo that will be used alongside the new badge.
Club outlines reasons for rebrand
Bryans said the decision followed a long-term review of where the club wants to be on and off the field.
Chief Growth Officer Michael Leslie said professional rugby clubs increasingly depend on commercial growth as well as results.
"The strongest clubs in world sport are also the strongest brands," Leslie said.
Changes come before new URC campaign
The Sharks said the updated branding will be used from the 2026/27 URC season. Club officials said the changes are intended to support the organisation's long-term sporting and commercial objectives.
The name change and new logo mark the biggest update to the Sharks' identity in three decades, with the club maintaining that its history and heritage remain unchanged.
Sharks owner previously questioned South African rugby funding
Briefly News previously reported that Sharks owner Marco Masotti said privately funded franchises were carrying an increasing share of South African rugby's financial burden under the current funding model.
Masotti argued that professional clubs needed a larger share of rugby revenue to remain competitive.
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Source: Briefly News
