Long gone are the days when the sporting event would just happen, transpire, and all would accept the good will in the standard of the presentation. While the historic ethos of rugby can encourage a, good on ya mate type of approach, the changing face of rugby means it is becoming more about the effect of that presentation, whether at the ground or on a moving screen.
This piece assumes the sporting worldview that what takes place in a sporting moment involves more than just a contest, and even more so, like an event. To be sure, the foundation will always flow out of what takes place on the sporting field; those moments are like the brilliance of the rock – the diamond – set in the larger perspective of the whole design in a golden ring.
It is axiomatic to assume that the larger the sporting event, the grander the surrounding display. Take the SuperBowl, for example. The Halftime entertainment has become a micro-event in and of itself. Much fanfare surrounds the announcement of the next edition’s performer, which further adds to the overall experience.
There are a number of factors that create this aura, with one of the most significant, the media outlets that beam the moving pictures round the watching world. The connection becomes even more prolific when the sporting context receives much of its remuneration from those invested with the privilege. Therefore, the relationship between broadcaster and the sport being broadcast, becomes more intimately intertwined.
This vested interest means both want each other to massively succeed.
It has been my long-standing opinion that our presentation and coverage of SupeRugby treats it like a backwater sport, with the rugby ethos an excuse for an understated event that communicates mediocrity. If this is the premier professional rugby club/franchise competition in the world, then we should be presenting it live at the grounds and live through the mediated platforms at the level that reflects our belief in the substance of the product.
Even before I began writing on such subjects, I was flabbergasted at the way we ended the event in the Final. It felt like watching club day, with a slap on the back all that was expected, and so, all that was given. Watching the coverage and buildup to the event, I am not thinking the world of rugby is watching. This is a prime time event in our sporting calendar, worthy of a spectacular and memorable event for players and fans alike. This means it starts before the match, creating an atmosphere, even similar to the AFL and NRL Grand Final, which is very closely related in culture. However, it could even be after the event that the stark and naked presentation is lost in the way we have always done it. As a footnote; the sporting teams also need to realise that the media need much greater access if they are enabled to build the narrative before and after an event.
We do not have the budget of North American sporting productions, but we can produce something befitting our self-awareness and belief in the theater and sporting mana of this moment, building expectation into the brand.
If those presenting SupeRugby give the impression that this isn’t really a big deal; can they expect the fans to exceed their expectations? When a side has been presented with the trophy, I have been historically underwhelmed in this moment.
I would also like more from the programming and coverage of a rugby season, with the type of interaction and analysis epitomized by the crew at ESPN. To be sure, budgets impact on this reality. However, consider the programming into New Zealand surrounding the BCS – National Championship Game – between LSU and Alabama.
NCAA Gameday Live – 12:00pm. NCAA PreGame Live – 1:50pm. NCAA Showcase Live – 2:20pm. NCAA Football Live – 2:30pm. NCAA PostGame Live – 6:00pm. Sportscenter – 6:08pm.
I believe we can do more with our presentation of the game live at the grounds and what is produced through the various media, particularly TV. Culturally in NZ, we will communicate differently than in the US. However, we are being given a ready example of how to offer a sporting event to a watching world.
There is no reason why we can not think outside the box and plan-to-produce vehicles for this success. We may just need to look for some new people, new ideas, and a fresh perspective.
What Say You?
Do you agree? Are you underwhelmed when visiting the grounds? Television coverage working for you? Freely share your thoughts!
Until Next Time
iamjonnyking
I fully agree. Of course there needs to be a balance so that it does not overkill like the IPL, but supeRugby is a great product and needs to be marketed better.
Look at the FA Cup for example, just watching pre match buildup as the teams enter the stadium, etc; brings goosebumps. Well im interested to see how it goes.
Hey Jeremiser,
Good to have you onboard and read your thoughts. Even the Heineken Cup do it better. You get the sense of their occasion. It is a little like having a birthday and choosing to really not have much of a celebration. This is missing the moment!