In the space of just a few days, the Hollywoodbets Sharks have secured partnerships with two major global brands, announcing Reebok as their new official technical apparel partner and Volkswagen as their official vehicle partner.
Reebok, the iconic sportswear brand, returns as the Sharks’ official technical apparel partner, replacing Umbro.
The agreement marks the renewal of a longstanding relationship built on shared history, shared values and a deep connection with Sharks supporters. Reebok has been part of the Sharks’ journey for many years, and the renewed collaboration signals an exciting new chapter as both brands look to the future.
As part of the partnership, the Sharks will launch a new premium merchandise range designed to enhance the fan experience while further strengthening the club’s position as a leading sports and lifestyle brand.
Sharks Chief Growth Officer Michael Leslie welcomed the partnership.
“We are incredibly excited to welcome Reebok back into the Sharks family. This partnership carries significant heritage and meaning for our supporters, and we are proud to reunite with a brand that has played an important role in our story.
“Our vision is to continue building the Sharks into a globally recognised sports and lifestyle brand, and it’s important that we partner with brands that share that ambition. Reebok’s rich heritage, authenticity and ability to seamlessly bridge performance and lifestyle perfectly align with where we’re headed.”
Leslie added that supporters remain central to the club’s vision.
“Our fans are at the heart of everything we do, and we are committed to delivering merchandise that reflects our journey, celebrates our heritage and represents the Next Wave we are building together. The new Shark Cage experience and premium apparel collection will be an important part of that vision.”
John Carden, CEO of Sports Hub Group, Reebok’s teamwear partner, said the renewed collaboration represents an exciting opportunity for both parties.
Volkswagen has also joined the Sharks as the club’s official vehicle partner in a new three-year agreement, replacing Volvo.
For 75 years, Volkswagen has engineered vehicles built to perform, combining precision, innovation and confidence on every journey.
The Sharks, meanwhile, have built a proud rugby legacy defined by resilience, determination and the relentless pursuit of excellence. Different arenas, but the same mindset.
As official vehicle partner, Volkswagen will support the Sharks throughout the season, from preparation and training to match days, helping to keep the club moving forward both on and off the field.
“As Volkswagen celebrates 75 years in South Africa as ‘The People’s Car’, our partnership with the Sharks reflects our ongoing commitment to the people, communities and sporting institutions that bring South Africans together,” said Bridget Harpur, Head of Marketing for the Volkswagen Passenger Cars brand.
“This partnership is about far more than providing vehicles. It brings together two brands that believe performance is earned through dedication, teamwork and the relentless pursuit of excellence.
“Rugby has an incredible ability to unite and inspire South Africans, and we’re excited to support the Sharks, engage with supporters and create memorable experiences over the next three seasons.”
As the new season approaches, Volkswagen and the Sharks embark on a shared journey driven by performance, united by passion and focused on bringing supporters even closer to the club and the game.
While the Sharks will inspire on the field, Volkswagen will play an integral role behind the scenes, supporting the people and preparation behind every performance.
