SBS Bank Southland Stags: How a Small Province Became a Fan Apparel Dynamo

In Southland where the population is just over 100,000, barely bigger than a suburb of New Zealand's major cities—the SBS Bank Southland Stags have achieved something truly remarkable. Since their partnership with Paladin Sports in 2019, they’ve surpassed $500,000 in merchandise sales. That’s right—half a million dollars in apparel from a province smaller than most major cities. 

The Winning Recipe: A Perfect Partnership

So, how did this provincial team pull off such an impressive feat? Enter their dynamic partnership with Paladin Sports. Think of it as the rugby equivalent of a winning combo meal—where top-notch merchandise and clever marketing combine to make every item as irresistible as a cold Speights after mowing the lawns. This partnership has been the secret ingredient behind the Stags’ merchandise success. 

Sales Highlights: Bigger Than the Local Dairy

In just five years, the Stags have sold over 10,000 items. That’s more jerseys, hoodies, and training gear than you’d find in the stockroom of your favorite local dairy. Imagine if your go-to corner shop had to restock ten times over—now that’s how popular Stags gear has become!

The Real Jackpot: Brand Visibility and Sponsor Pride

While Rugby Southland do benefit from a royalty on merchandise sales, the true prize for the Southland Rugby Union and its sponsors is the brand visibility and local pride. Sponsors get to see their logos plastered on the famous maroon jerseys, turning every game day into a billboard for their support of Southland rugby. 

SBS Bank: Outshining the Big Names

Here’s a fun fact: some would argue that the sales under the new Paladin agreement have been so phenomenal that there might now be more SBS Bank jerseys at the games than SIT jerseys, which held the front-of-jersey spot for nearly two decades. 

The Stags’ Ever-Changing Jerseys: A Design Revolution

You might have noticed that the Stags’ jerseys change every season. Some might say the Stags are the NPC equivalent of the Warriors, with drastically different jerseys every year. But this isn’t just about keeping things fresh. It’s a deliberate strategy to keep fans coming back for the latest design and to ensure the Stags’ brand stays front and center. Each new jersey is like a limited-edition collectible, enticing fans to update their wardrobe and show off the newest Stags gear. It’s a clever way to keep the excitement alive and the Stags’ brand visible far and wide. Some would say this years is 'the best yet'. 

The Southland Marketing Team: The Unsung 'Fashion' Heroes

Hats off to the two-person Southland Marketing Commercial team who’ve turned Stags apparel into a must-have item working closely with Matt Hamilton and the Paladin Sports Design team. Their knack for understanding the fans and creating appealing designs has made Stags gear highly sought after. They’ve managed to make every item not just a piece of clothing but a badge of local pride.

The Bigger Picture: Local Pride and High-Flying Success

The success of the Stags’ fan apparel is more than just impressive sales numbers. With over 10,000 items sold and about one in ten Southlanders proudly wearing Stags gear, the team has become a symbol of local pride. For the Southland Rugby Union and their sponsors, it’s about more than revenue—it’s about visibility, community engagement, and showing support for Southland rugby. It’s like getting a cheer from the entire province, where every jersey worn is a statement of local spirit.

Recent Stag jersey spottings - Paris Olympics, NRL Magic Round, Pub in Perth (just to name a few). 

More than just the Stags

Each year, Rugby Southland dishes out over 1000 items of clothing as part of the Phillips Group Southland Representative Rugby Programme. With the Phillips Group partnership. including I Hire, Supreme Site Works, Southern Mechanical Service, I Battery and I Signs, over 3000 items have been worn with pride over the past three years, all brandishing our representative partners and funders. 

 
Article added: Wednesday 04 September 2024