Embracing South Africa’s deep-rooted braai culture is the reason why Robertsons Herbs & Spices has become the official braai sponsor for the beloved KwaZulu-Natal team, the Sharks Rugby Team.
The partnership was recently celebrated by stakeholders from both Robertsons and the Sharks at Hollywoodbets Kings Park stadium, affectionately known as ‘The Shark Tank.’
Braaiing and sports are a perfect match in South Africa. Fans braai around stadiums before matches, especially at Hollywoodbets Kings Park, creating a festive atmosphere for Sharks games. Many fans also stay behind after a game to continue the celebration, grilling meat or boerewors for hotdogs, filling the air with a wonderful smell and creating a fun party for families. This tradition extends to homes as well, where families gather for a braai with Robertsons spices before a big game.
“We saw the braai and the braaiing culture as an opportunity for the Robertsons brand,” Nicole Harris, Senior Marketing Manager at Unilever, the parent company of Robertsons, explained.
“In KZN, what goes with braai? It’s rugby.”
According to Harris, the partnership was a natural fit. “Robertsons, as a Durban company, and the Sharks as an amazing Durban team—we felt it was a beautiful partnership,” she noted. “Everyone’s weekend is consumed with braaiing and sports. So, we said, let’s bring the Sharks into the braaiing sport with Robertsons spices. It’s truly an opportunity to get into sport and culture, because sport is our culture in South Africa and everyone enjoys it.”
Harris emphasized that the connection goes beyond the game itself. “Whether we win or lose, you’re still with your friends and family enjoying a braai or some form of meal together. So, let’s own that space as Robertsons because we are already there, and let’s bring that together.”
Throughout the partnership, Robertsons will share braai recipes, spice-blending tips, and exciting fan experiences to enhance match day. They will also activate at games, whether they are played at home or away. “When they have away games, we want to make sure everyone is supporting them by having a braai at home, watching on TV, and braaiing with Robertsons,” Harris continued.
Sharks players will also participate in various festivities planned by Robertsons throughout the coming season to reach as many people as possible in the KZN province.
“To start, we want to focus on KZN,” Harris said. “Because it is a beautiful partnership right over the road, speaking to Sharks fans and making sure that when they braai, they use Robertsons, building that association.”
For the return on investment, Harris stated it is about engagement and increasing awareness. “The idea of having fun and being part of the sporting culture is a nice way to bring engagement and awareness and get people to reignite and have fun with the brand,” she concluded.
“Sports are one thing that brings everyone together to watch a game on our TVs or at fan parks for a big game. It’s not asking something different that wasn’t already in their plans, but just bringing the brand into that space.”
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