BYLINE: Kashiefa Ajam
The sale of sports memorabilia depends on whether a team wins or loses. But it could be quite embarrassing when Super 14 Rugby supporters walk into the Lions supporters' shop and buy Sharks jerseys.
Every rugby union in SA has its own merchandise store at its home ground, and it is hoped that supporters will dig deep and buy the merchandise to show their support for the home team.
Most rugby fans know the Lions' performance in the tournament this year has been less than great and as we head into the knock-out stages it seems likely the Joburg team will finish last.
Even more depressing for the Lions is that rugby fans are visiting the Ellis Park stadium (EPS) team store to buy Stormers and Sharks gear.
'The team has not done well this year,' says Dawie Giezen from the EPS Team Store.
'If they were, we would be selling more merchandise. People are mostly buying Sharks and Stormers jerseys and golf shirts.'
In Pretoria, sales figures aren't much better. Lineze Wilson, retail manager of Sportoria at Loftus Versfeld stadium, says that when the tournament was officially launched in December, the store sold 765 Bulls jerseys. But since March it had sold only 280.
'Sales are very slow at the moment, but you still have your adamant supporter who isn't shy to buy. People are still buying the Bulls Super 14 replica jerseys, caps and flags, and apparel for kids is still in huge demand.
'Remember, last year we were top of the log, but now we are third from last, so there is a huge difference in sales compared to last year.'
But while the situation is grim in Gauteng, Capetonians and Durbanites are going all out in support of their home teams.
Junaid Motala, the manager of the Shark Cage at Absa stadium, says Sharks jerseys range from about R460 to about R550.
'The performance of a team has a direct link to merchandise sales,' Motala says.
'And sales have been fantastic for us since the beginning of the year. We have a great range of clothing and memorabilia, but the most popular item is the supporters' jersey. There has definitely been an improvement in sales from last year.'
Mario Steyn, the retail manager for Signet Licensing (the official licensing agent for the Super 14 Rugby tournament in SA), says that compared to last year, the sale of Stormers merchandise has improved dramatically.
'Last year was a complete disaster for the Stormers. But this year the team is doing great and therefore the sale of merchandise is great too.
'You can have the most beautiful gear - which we had last year - but if the team is losing, the supporters are not interested.
'It's funny because we were selling the same things last year, but this year it is a hit. And about time too,' says Steyn.
