South Africa is seeing a new tradition emerge during the festive season: summer rugby. With the shift of the rugby calendar to the Northern Hemisphere, teams like the Sharks, Stormers, Bulls, and Lions are transforming December into a vibrant sporting event.
As South Africa’s coastal cities, Durban and Cape Town, come alive during the festive season, a new tradition is taking root: summer rugby. With the shift to the Northern Hemisphere rugby calendar in 2021, the Sharks, Stormers, Bulls and Lions have transformed December into a vibrant season for the sport, drawing holidaymakers and locals alike. Rugby matches held between Christmas and New Year have become a cornerstone of the festive offerings, alongside beaches, markets and music festivals.
The In 2022, Cape Town Stadium hosted capacity crowds for fixtures against teams like London Irish and La Rochelle. This year, the trend continues, with the Stormers set to play the Lions and Sharks in December, while the Sharks prepare to host the Bulls at a sold-out Kings Park this weekend. Michael Leslie, the Sharks’ chief brand officer, highlighted the unique appeal of festive rugby. ‘Holidaymakers are driving this trend,’ he explained. ‘People are looking for family-friendly, high-value activities, and these matches tick all the boxes.’ The Sharks have embraced this shift, not just through star-studded line-ups but by enhancing the overall fan experience. From fireworks to post-match concerts, Kings Park is positioning itself as more than a rugby venue—it’s a festival destination. Aiming for consistency, the Sharks have launched a ‘Big Game Series,’ targeting sell-outs for six major fixtures, including matches against Munster and Toulouse. Leslie emphasised the economic ripple effect of these games, saying, ‘A matchday creates a micro-economy that benefits everyone, from ticket vendors to food stalls.
RUGBY SOUTH AFRICA FESTIVE SEASON SUMMER SPORTS TOURISM
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