The Sharks Super Rugby franchise has agreed a three-year deal to make South African telecommunications firm Cell C its new title sponsor.
Under the terms of the agreement, which takes effect from January 2014, the Durban-based club will be known as the Cell C Sharks.
Cell C’s brand will feature on the Sharks’ kit, as well as on those of the KwaZulu-Natal amateur and schools teams and the Sharks Academy sides.
In this year’s Super Rugby competition, the Sharks finished fourth in the South African Conference and eighth in the overall standings.