Giants confident they can get fans to back cricket as well as soccer or rugby
FAR FROM seeing themselves as a small player in a very packed field, the owners of Johannesburg’s newest sports team believe they can make an impression in a city that is home to South Africa’s two biggest sports brands.
The Joburg Giants, the city of gold’s team in Cricket SA’s new Global T20 league, must attempt to establish themselves as a premier sports brand in a town where the “Amakhosi” and “Buccaneers” hold sway. Then there’s Wits, the PSL champions and a successful Lions rugby team.
It is hoped that the novelty – initially – and then hopefully some dynamism on the field will allow the Giants to become a team that Johannesburg citizens will want to associate themselves with.
“I think the Giants will be able to carve out a niche for themselves and create that passion amongst the fans,” said the new franchise’s CEO, Hemant Dua.
“As far as I know most sports fans normally follow more than one team. You could be a Kaizer Chiefs fan and still be a Giants fan. You could be an Orlando Pirates fan and still be a Giants fan.”
Dua’s nifty marketing spin aside, the Giants do face a tough task in carving out that niche in a very saturated South African sports environment. In India, where Dua and his company GMR Holdings also own the Indian Premier League team, the Delhi Daredevils, it is in some respects easier, given the overwhelming support for cricket in that country.
But Dua is committed to ensuring the Giants make an impression (here). “Cricket is a sport that sits right between rugby and soccer in South Africa. We are hopeful that we are able to draw fans from rugby and soccer to support the Giants. True cricket fans will always be there of course,” he said.
Dua and the Giants owners have cast glances towards Australia where the Big Bash League has set itself apart from a plethora of sports in that country and are hopeful of mimicking some of that success here. “The giant city that this is, it’s important (to understand) that all kinds of people live here, they have different passions and different sports they want to follow.”
“I think that the Global T20 will carve its own niche. The IPL is at a different level, that’s because you have a billion people following it (unlike here). You look at the Big Bash, it’s carved its own niche in a nation crazy about Aussie Rules football, has a large amount of soccer, rugby and other stuff.”
The Giants ownership have linked with the local city council to assist with various social initiatives centred around the sport – the building and maintaining of cricket pitches in impoverished areas – while their marketing expertise will see the Giants brand prominent with the campaigns in areas like Lenasia, according to Dua.
But most critical to the Giants’ success will be the product on the field. Stars like Kagiso Rabada, Brendon McCullum, Temba Bavuma and Yasir Shah – all contracted to the Giants – will garner interest, but Dua knows more will be required.
“I feel that while you can have all kinds of hype, what really sells the product, is the product on the field. If you have great games people will come and cheer you. All the squads are very competitive and there’s going to be a good brand of cricket out there – and that good brand, combined with a good brand of entertainment off the field is a great cocktail,” Dua explained.