Passengers travelling with LIFT got a little more than the usual onboard service this week when The Sharks mascot made a surprise appearance in the cabin to officially launch a new partnership between The Sharks and LIFT.
Sharkie surprised passengers onboard a LIFT flight from Durban, handing out Sharks merchandise and match tickets before even lending the cabin crew a hand with the onboard trolley.
The activation marked the official start of a new domestic airline partnership between two proudly South African brands, bringing together The Sharks and LIFT around a shared focus on memorable experiences and doing things differently. Under the tagline, LIFT the Pride. Fly the Future., LIFT will support The Sharks and its stakeholders as they travel across South Africa throughout the partnership.
For The Sharks, the partnership forms part of the franchise’s broader commercial strategy to build meaningful relationships with progressive South African brands while enhancing the experience of players, staff, partners and supporters.
Michael Leslie, Chief Growth Officer of the Sharks, said: “We are delighted to welcome LIFT to The Sharks family as a domestic airline partner. LIFT is a brand that shares many of the values we strive to embody-innovation, energy, customer focus and a willingness to do things differently. The partnership is a natural fit as we continue to build The Sharks into a modern, challenger brand, both on and off the field. We look forward to working with the LIFT team and bringing the ‘LIFT the Pride. Fly the Future.’ message to life throughout this partnership.”
Cilliers Jordaan, Chief Commercial Officer of LIFT, said: “LIFT has always believed that partnerships should create something meaningful for the people who experience them. The Sharks have an incredibly passionate supporter base and a strong identity, which makes this partnership a natural fit for us. Launching it onboard gave us the opportunity to bring that energy directly to our travellers from day one. We’re excited about what we can create together, both in the air and beyond it.”
The partnership will see LIFT and The Sharks collaborate on a range of brand and fan engagement opportunities, connecting LIFT with The Sharks’ passionate supporter base while celebrating the pride of representing KwaZulu-Natal on the national and international rugby stage.
The Sharks and LIFT look forward to taking supporters on the journey as the partnership gets off the ground.
