Commercial & Event Strategy: EP Kings | Southern Kings
Executive Summary
After the 2010 FIFA World Cup, Access Management took on the challenge of transitioning Nelson Mandela Bay (NMB) Stadium from a World Cup venue to the home of the semi-professional Eastern Province Rugby team, the EP Kings. As a B-section Currie Cup team, the Kings were initially unsuited for such a major venue. However, with Access Management's strategic guidance, they evolved into a Super Rugby franchise (the Southern Kings), undergoing a complete organisational transformation. Strategic Vision and Planning: Access Management laid the groundwork for the Kings’ Super Rugby journey by developing the 2009 Super Rugby bid and lobbying for their inclusion in both Super Rugby and the Currie Cup A-section. This culminated in their participation in Super Rugby from 2013 to 2020, a key milestone that elevated the team from semi-professional to national competitor status.
Challenge
- Transitioning a world-class stadium to accommodate a semi-professional rugby team
- Elevating the EP Kings from a B-section Currie Cup team to a competitive Super Rugby franchise
- Developing a sustainable commercial model and revenue streams from scratch
- Managing stakeholder engagement across rugby unions, sponsors, and local government
- Addressing financial instability and operational hurdles over a multi-year period
Solution
Access deployed a multi-faceted strategy to transform both the stadium and the rugby franchise:
Strategic Vision and Planning
- Developed the 2009 Super Rugby bid on behalf of the Kings
- Successfully lobbied for inclusion in the Currie Cup A-section and Super Rugby (2013–2020)
- Crafted long-term strategies to reposition the Kings as a national-level rugby brand
Commercial and Operational Revitalisation
- Built a full commercial model from the ground up, including hospitality and season ticket programs
- Achieved the third-highest Super Rugby attendance despite performance challenges
- Oversaw marketing and ticketing for the 2013–2015 Super Rugby seasons
- Delivered key operational services, including:
- Financial planning and strategic documentation
- Securing key sponsorships and partnerships (ticketing, vehicles, etc.)
- Facilitating successful lottery applications for development funding
- Overseeing infrastructure upgrades such as office and facility fit-outs
Stabilisation and Long-Term Sustainability
- Supported efforts to attract an equity partner to strengthen the team’s financial base
- Collaborated with SARU during transitional management phases
- Navigated complex challenges, including declining attendance and funding pressures
Results
Access’s intervention led to several impactful outcomes:
- Franchise Transformation: Elevated the EP Kings from semi-professional status to a Super Rugby franchise
- Stadium Utilisation: Prevented Nelson Mandela Bay Stadium from becoming a white elephant post-World Cup
- Commercial Growth: Established a functioning and scalable commercial model from the ground up
- Legacy Infrastructure: Ensured long-term viability of stadium operations and team logistics
Conclusion
Access Management’s strategic foresight and executional excellence played a pivotal role in transforming the EP Kings into the Southern Kings, a recognised Super Rugby franchise. By aligning stadium utility with franchise growth, Access set a national precedent for sports franchise revitalisation-reinforcing their capability to develop sustainable sports entities and unlock long-term value for stakeholders.
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