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Cell C extends naming-rights deal with Super Rugby’s Sharks

Curwin Bosch of the Sharks kicks during the round 12 Super Rugby match between the Crusaders and Sharks (Photo by Hagen Hopkins/Getty Images)

Durban-based Super Rugby franchise the Sharks has renewed its major sponsorship deal with South African telecommunications company Cell C.

The new deal is effective immediately and will run for the next three years. Cell C has served as the Shark’s main sponsor since January 2014.

As part of the new agreement, the team will continue to be officially known as the Cell C Sharks. Cell C will also benefit from continued brand exposure on the front of the team’s shirts.

A number of engagement opportunities will also be created as part of the deal as the Sharks look to use the agreement to drive key business objectives.

Cell C chief executive Douglas Craigie Stevenson said: “Our sponsorship over the last six years has proven exceptionally valuable as a brand engagement platform for our customers as we endeavour to connect with them through their passion whilst driving key brand and business objectives.

“Sponsorships help us to drive brand awareness, sales, engage customers and to drive brand love. The partnership has been rewarding, not to mention the amazing strides the Cell C Sharks have made to truly embrace the country’s diversity and what that brings to the game of rugby.”