Can Joburg T20 side become Giants like Pirates?
JOHANNESBURG: Far from seeing themselves as a small player in a 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 T20 Global League, must attempt to establish themselves as a premier sports brand in a town where the Amakhosi and Buccaneers hold sway. Then there’s PSL champions Wits and a Lions rugby team who have garnered plenty of praise for their success in recent seasons.
It is hoped that the novelty initially and then some dynamism on the field will allow the Giants to become a team Joburg 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. What the Giants bring to those two sets of football fans is a common platform for them to rally behind.”
Dua’s nifty marketing spin aside, the Giants face a tough task carving that niche in a saturated South African sports environment. In India, where Dua and his company GMR Holdings also own Indian Premier League team the Delhi Daredevils, it is in some respects easier given the overwhelming support for cricket in that country.
In SA and Joburg specifically there are plenty of other attractions, but Dua is committed to ensuring the Giants make an impression.
“Cricket is a sport that sits right between rugby and soccer in South Africa. We are hopeful that we are able to draw both the fans from rugby and soccer to support the Giants. True cricket fans will always be there,” 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 is 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; you don’t have a billion people here. You look at the Big Bash in Australia, it’s carved its own niche in a nation that’s crazy about Aussie Rules football, has a large amount of soccer, rugby and other stuff.”
The Giants have formed a bond 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 campaigns in areas like Lenasia, according to Dua.
But most critical to the Giants and the Global T20’s success will be on the field. Stars like Kagiso Rabada, Brendon McCullum, Temba Bavuma and Yasir Shah, all contracted to the Giants, will garner excitement, but Dua is well aware more will be needed.
“I feel that while you can have all kinds of hype around it, what really sells the product is the product on the field. If you have great games, people will come and cheer you; that’s what we are hoping. I’ve seen all the squads, they’re very competitive and there’s going to be a good brand of cricket out there - and that good brand of cricket, combined with a good brand of entertainment off the field, is a great cocktail,” Dua explained.