Out with the old, in with the new - why it's the right move
OPINION: Stormers CEO Johan le Roux was primed for the fallout when they revealed the new logo this week.
Humans, by nature, are creatures of comfort and familiarity.
So taking such a bold step, to rebrand a franchise after two decades, was always going to stir up emotions.
Having finally divorced themselves from the infamous money-hungry amateur administrators, they can leave the ZAR300-million encumbered properties to those jacklegs to sort their own mess out.
Now, the equity partners, Red Disa and company, can focus on the professional side of the business, like the expert craftsmen they are.
Given that the Stormers, despite not making the European play-offs and being knocked out in the United Rugby Championship quarterfinals, had the biggest average attendance in the URC for the 2024/25 season, they are on the right track.
That is also why they needed to ‘rebrand’, finally cutting any remaining ties with the horror show that accompanied the now derelict Newlands boardroom.
Taking the heat for a couple of weeks, while the emotions subside, the Stormers will emerge as a fresh and exciting franchise and look out from the windows of their Cape Town stadium boardroom onto the majestic Table Mountain with pride.
Leaving your ‘comfort zone’ and an old look and predictable bubble requires bravery.
It can also have a profoundly positive impact on both their personal and professional lives.
Having the courage to take a stand for what’s right, Red Disa looks set to take the Stormers into a new era of proficiency and adroitness.
Having been profitable for the first time since 2017, having stopped the bleeding that was accompanied by the Newlands era money grab, the painful processes of the last few years are beginning to produce dividends.
Director of Rugby John Dobson won’t have a galácticos collection to choose from, as his budget remains restricted.
And building from the bottom up will take time.
But this week’s big reveal was indeed a new beginning, a promise of good things to come.
Following the Sharks model is too risky and perhaps not sustainable.
However, with time and persistence, they could look to challenge the global giants – Leinster, Toulouse, Crusaders and Saracens.
It had to start somewhere, and the new logo, like it or not, is the right place to start.
@king365ed
@rugby365com
