The Sharks recently revealed a new identity, featuring a redesigned logo and badge. While some fans have mixed feelings about the rebranding, the team's official Super Fan, Henry Rutherford, is thrilled with the transformation.
A loyal supporter over decades
Henry Rutherford has backed the Sharks since moving from Pretoria to Durban in 1985. He has held a season ticket since 2013, and his prime seats at Kings Park are halfway up the main stand, with their names clearly displayed. Rutherford remembers how the Natal team struggled in the 1980s, finishing in the B division of the Currie Cup and receiving little to no television coverage during matches.
Now in his 61st year, Rutherford has been a faithful fan for 41 years. He admits he has forgotten how many games he has seen at Kings Park, but recalls counting up to 328 before the pandemic paused his tally. Now he has surpassed 400 matches. He jokes that he is practically part of the stadium's furniture.
Rutherford says he is well-known to players and coaches, though the faces around him change over time. He has followed the team through all its major rebranding moments.
Welcoming the new look
Rutherford lived through the transformation from the Banana Boys to the Sharks in 1996 and now supports the latest name change to ‘Sharks Rugby Club’. While he acknowledges some fans are upset about the rebranding, he believes their resistance is temporary. He praises the new Sharkie logo, calling it sharper and more aggressive, which aligns with the team’s modern style of play.
Rutherford says the rebranding should be embraced as part of an ongoing evolution. He mentions the badge has already changed over the years—from the old Wildebeest to the first Sharkie, then a refined version—and now the new one. He believes the updated look helps position the club for global success, especially under current coach JP Pietersen.
Words matter in branding
Rutherford prefers the term ‘club’ over ‘franchise’ and finds the latter to sound unprofessional. He feels calling the Sharks a ‘club’ is a more suitable and respected label for such a storied rugby institution. He hopes the new name ‘Sharks Rugby Club’ resonates with fans and marks a fresh start for the team.